Spirits
Julio Primavera , which takes the brand ’ s traditional Reposado and finishes it in European casks that previously held wine infused with macerated orange peel . As we bring new offerings to the market , we hope that will in turn bring more adult drinkers into our family .”
Estate releases have become more common as a premium tequila line extension .
Tequila Cazadores 100 Year Estate Release is a “ limited-edition reposado created to honor the legacy that became Tequila Cazadores , crafted with agave grown and matured on our property in Los Altos de Jalisco ,” says Jay Needham , Brand Director for this Established Growth Brand .
The product that helped popularize the concept of premium tequila , multiple Growth Brand Award winner Patrón , continues to innovate .
“ This year , Patrón entered the prestige category of tequilas , elevating the standards of that category with the release of Patrón El Alto , says D-J Hageman , Vice President of Marketing , North America — Patrón Tequila . “ Patrón El Alto is primarily composed of extra añejo — aged for four years to achieve maximum potential — and accompanied with añejo and reposado . Patrón El Alto is an exceptional entrant into prestige , a segment that consumers gravitate toward as its forecasted to double in size by 2025 .”
BRANDS WITH VALUES Consumers today , especially younger LDA generations , gravitate towards brands whose values they share . Accordingly , perceptive companies have matched quality products with worthy causes .
“ We ’ re launching a new campaign in partnership with [ Fast Track winner ] BuzzBallz , aptly named ‘ Whip the Ballz ’, in celebration of Testicular Cancer Awareness Month ,” says Dreyer , of Whipshots . “ We ’ re firmly committed to using our platform to bring awareness to causes that don ’ t traditionally receive support from commercial brands . That ’ s why Whipshots is partnering with the Testicular Cancer Awareness Foundation to support those fighting testicular cancer and
Rising Star
16 Beverage Wholesaler • Summer 2023