Travel Retail and Duty Free Business Intelligence    Saturday 26 July 2014

SPIRITS AND WINES

Brown-Forman offers 'one-of-a-kind experience' with new Tequila Herradura

Published: 18/04/13

Source: ©The Moodie Report

By Colleen Morgan, Special Correspondent

Brown-Forman Travel Retail and Tequila Herradura have released a limited edition Port cask finished Reposado.

The Colección de la Casa, Reserva 2012– Port Cask Finish is the first of a line of small batch tequilas. Each year a new tequila will be released that will, the brand claims, offer consumers a “one-of-a-kind experience”.

The inaugural product is a port cask finished reposado tequila that acquires its body and taste from resting in two different types of oak casks. Crafted by Master Distiller Maria Teresa Lara, Casa Herradura claims its use of blue agave, traditional production methods and a proprietary fermentation from naturally occurring wild yeast creates tequila of “unparalleled quality”.

The spirit is rested in medium-char American oak casks for eleven months and then transferred to vintage port casks from the Duoro Valley in Portugal for an additional two months of aging. The double-maturation process, according to Casa Herradura, accentuates the notes of cooked agave, increases complexity and delivers a nose of dried fruit and ripe plum infused with hints of cinnamon, caramel and chocolate.

Brown-Forman Travel Retail Trade Marketing Manager David Page said: “Colección de la Casa is part of our long-standing exploration to innovate within the category and it fills a niche for tequila aficionados looking for something unique to add to their collection.

“We are excited to offer this new addition that complements Herradura’s heritage and expertise in crafting the finest tequilas for more than 140 years," he added.

Tequila Herradura’s Master Distiller Maria Teresa Lara commented: “The first of our innovative barrel finish concepts, Port Cask Finish, complements Tequila Herradura Reposado’s award-winning taste profile while adding a new dimension of flavour. The result is a perfectly balanced blend and a new style of tequila."

Casa Herradura says the tequila is the newest offering in a “legacy of innovation”. Producing tequilas for more than 140 years, the brand claims credit for inventing the reposado expression in 1974 and the extra añejo expression in 1995 and says it “continues to push the boundaries of tequila, while balancing a respect for traditional processes”.

Colección de la Casa-Port Cask Finish will be available in travel retail this summer, with a limited quantity offered on the Mexican market. Only 2,000 cases of the 750ml bottles are available with a RRP of US$89.99.

In 2007, Casa Herradura was acquired by US drinks company Brown-Forman Corporation.

The Colección de la Casa, Reserva 2012– Port Cask Finish is the first in a series of "unique' styles