The premium tequila market, already one of the fastest-growing sectors of the U.S. spirits industry, continues to attract new entrants. The latest is Tequila Ciudad, which launched nationally in the United States on August 7, in three different varieties: Blanco, reposado, and Anejo. Tequila Ciudad will now be available in 27 U.S. states. Moreover, the new tequila has distribution in Total Wine stores, one of the largest retail wine and spirits stores in the country.

The marketing strategy for Tequila Ciudad will emphasize the exquisite taste profile of this tequila, which is made from the finest blue agave from the highlands of Mexico. The goal will be to position this tequila both steeped in culture and sophistication, much like champagne and scotch, while also possessing the vitality and dynamism of modern Mexico. 

To help bring that branding alive, each bottle of Tequila Ciudad will be etched with a map of Mexico City, which the brand owners call “the capital and heartbeat of Mexico.” This focus on urban sophistication could be one key selling point for making this tequila the preferred choice for energetic, young Millennials eager to experience a sophisticated new drink.

“Tequila Ciudad represents a growing and progressive culture as well as the energy, ambition, the hustle, the strength to succeed, the ability to stand out,” says the company. “Tequila, like Scotch or Champagne, has an old soul steeped in culture and quality, but it is also vibrant, immediate, sophisticated and modern; it is alive, it has energy. It represents millions of journeys with clear destinations. This is the embodiment of Ciudad.”

If you grew up thinking that tequila was simply for doing late-night shots at a crowded bar, then think again. This is tequila made for sipping.

Ciudad is just the latest premium tequila that is looking to reposition the famed Mexican spirit as a refined drink for sophisticated drinkers. At a suggested price point of $52.99 for Blanco (which is not aged) and $59.99 for the super-premium Anejo (aged 24 months in French Oak and 24 months in White American Oak), Tequila Ciudad is truly a luxury drink aimed at the tequila connoisseur.

Tequila drinkers will have a choice of what type of flavor profile they prefer for sipping. For example, Ciudad Blanco will have a taste that is lightly bitter, with smoky notes, citrus predominance, herbal notes like mint, with nuances of spices like cinnamon. In contrast, the longer-aged Ciudad anejo will have a taste that is soft to the immediate palate. It will have beautiful notes of French Oak, walnut, caramel and vanilla. And it will be slightly bitter, with the presence of cooked agave, and a mixture of spices, like ginger. Fruit notes will include apple and pear.

At launch, the company is emphasizing the flavor profile of this tequila, while highlighting its provenance from the Highlands of Arandas in Mexico, where the soil is red. Deutsch Distributors is currently spearheading the Tequila's distribution, bringing it to a wide audience of U.S.-based tequila drinkers.

Source: Prweb