Hornitos extends tequila range

The launch, which is part of Beam's 650,000 investment in the UK tequila category this year, builds on the success of Hornitos Reposado, first available in the UK in 2000 as part of the Sauza portfolio. From June, two other Hornitos styles will be available - Plata and Aejo - creating a three-strong range, to provide a tequila suitable for all drinking occasions: to sip, savour or mix.

The Hornitos range will appeal to 25-34 year-old men who seek out quality lifestyle brands, stylish clothing and cutting-edge technology, and are also looking for provenance and heritage. A new premium bottle with strong smooth lines has been designed and is embossed with a large agave leaf, highlighting the 100% agave content.

Sauza brand manager, Daniel Deephouse says: "The tequila market is in strong growth in the UK and consumers are becoming increasingly discerning, choosing premium, authentic brands. Hornitos Reposado is the UK's no.1 100% agave tequila in the on-trade, with a 46% share. Hornitos Plata and Hornitos Aejo will meet consumer demand for new, alternative styles.

"The Hornitos range was launched in the US last year and has already proved to be extremely popular. With its premium packaging and smooth and distinctive 100% agave taste, the full range will support Hornitos' position in the UK."

Hornitos Plata is designed for mixing and works well in an array of cocktails. The floral, herbal notes of this classic plata tequila are complemented by hints of clove, almond and fresh wood, to create a zesty finish.

Hornitos Reposado can also be mixed in cocktails or consumed neat over ice to appreciate its smoothness. Unlike other reposados, Hornitos Reposado is rested in large American oak vats rather than small individual barrels. This reduced contact with the wood gives the tequila a paler colour and a livelier agave taste than other reposados.

The more complex Hornitos Aejo should be slowly sipped to savour its rich agave flavour. Aged for 12 months in American white oak barrels, Aejo is a powerful, smooth tequila with sweet, toasted oak notes.

Already this year, Beam Global UK has given its Sauza Blanco and Sauza Reposado tequilas a new look, with contemporary, premium packaging, as part of its Fresh & Unexpected campaign to develop new drinking occasions for tequila and open the category up to new consumers.