Diageo launches "world's best" silver tequila |
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| Written by Source: Mercieca on behalf of Diageo | |
| Wednesday, 22 October 2008 | |
 Source: DiageoThe world's most prestigious tequila family, Jose Cuervo, is launching what is, in the opinion of the Beverage Testing Institute, the world's best tasting silver tequila, to the GB market. Jose Cuervo Platino will be launched with a £250,000 marketing investment from Diageo GB to help drive awareness of Platino across the trade. Part of the Jose Cuervo Reserva de la Familia collection, the launch of Jose Cuervo Platino comes at a time of continued growth in the tequila category, as total value share grows by 7%. The Jose Cuervo brand is currently leading the off trade growth with value sales growing by 28% against other off-trade tequila. This growth in tequila provides a new ultra premium opportunity from the world's leading tequila producers. Jose Cuervo Platino is made from 100% blue agave (Agave tequilana azul), and is created using an innovative distillation method. Using the piña, the flavourful heart of the agave, the Cuervo family's exclusive distillation method called Esencia de Agave optimises the vibrant agave notes to create a smooth silver tequila for the ultra premium category. The premium quality of Jose Cuervo Platino means that is best enjoyed sipping, neat over ice with a twist of lime. In a blind taste test conducted by the Beverage Testing Institute, Jose Cuervo Platino was preferred to all other ultra premium silver tequilas, rating it "superlative" with a score of 96 out of 100, the highest ever awarded to a silver tequila. The Institute concluded, "Jose Cuervo Platino is the most flavourful and distinctive silver tequila, providing one of the world's great spirit experiences - a true connoisseur's choice." Juan Domingo Beckmann, executive director of Casa Cuervo and 10th generation Cuervo family said: "The Esencia de Agave process awakens a tequila of exquisite character and complexity - one that reflects the pure character and essence of Mexico's prized blue agave plant. The attention to detail is exceptional, from the hand-selected 10-12 year old agave grown on our family estate, to the tequila's unique flavour and smooth finish. "This technology, developed by Cuervo master distillers, is a breakthrough in the tequila industry. It is the secret behind our family's most prized silver tequila." Tomas Estes, Tequila Ambassador for UK and Europe (for The Tequila Regulatory Consul) also comments, "Cuervo Platino follows the heritage of the venerable 'Reserva De La Familia', a benchmark of quality in the tequila industry. This silver tequila defines the exquisite craftsmanship of the 'first family' of tequila producers. It is both complex and concentrated while remaining smooth and sublimely drinkable." Source: Mercieca on behalf of Diageo. Related LinksRelated Articles
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