Volcán de mi Tierra Tequila by Moet Hennessy, Mexico Volcán de mi Tierra Tequila by Moet Hennessy, Mexico
Volcán de mi Tierra Tequila by Moet Hennessy, Mexico Volcán de mi Tierra Tequila by Moet Hennessy, Mexico
Volcán de mi Tierra Tequila by Moet Hennessy, Mexico Volcán de mi Tierra Tequila by Moet Hennessy, Mexico

Moët Hennessy enters the premium tequila market

04 : 05 : 2017 Drinks : Luxury : Alcohol

Mexico – The brand’s Volcán de mi Tierra product has been crafted to reflect the volcanic terrain in Tequila’s Jalisco region.

Created in partnership with Mexico’s Gallardo family, the spirit, which comprises two separate blends, highlights the unique qualities of the volcanic terrain in the highlands and lowlands surrounding the Tequila Volcano.

The Blanco variety blends flavours from the lowlands including blue agave with citrus and floral notes from the highlands through a distillation process similar to that used to produce whisky. The more premium Cristalino product is aged for several months in different casks and the colour is removed to produce a clear spirit.

Moët Hennessy is targeting the super-premium sector, which represents more than 3.5m cases and has experienced successive years of double-digit growth.

‘It was my hope to create a spirit that is truly committed to expressing the heart of the agave and the terroir from which it came,’ says tequila expert Ana María Romero Mena, who developed the Blanco and Cristalino blends.

The spirit will be rolled out to selected restaurants and bars in the US and Mexico City.

The Big Picture

  • As LS:N Global examined in our microtrend The Art of Sipping, brands are premiumising less popular spirits to cater for consumers’ increasingly sophisticated palates
  • Learn how to future-proof your brand’s approach to food and drink with our Food and Drink Futures Report 2016
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