A private collector has shelled out $225,000 for a bottle of 'ultra-premium' Tequila, making it the most expensive in the world - but not for long.
It is a fair way from the sort of Tequila downed by people in bars all over the world with the traditional salt and lemon slice.
But Tequila Ley.925, the producer of the $225,000 liquor, says it wants to open a new avenue for expensive, high quality Tequila targeted at connoisseurs and society's elites.
Its $225,000 (€178,000) bottle of Pasion Azteca Tequila is a measure of how much some will pay.
"This is a really unique bottle of Tequila and our client, a US-based collector of fine wines and spirits, will treasure this prize to add to an already impressive collection," said Fernando Altamirano, CEO of Tequila Ley .925.
And the company, which is now 10 years old and makes only limited edition, 100 per cent Mexican Tequila, is already planning to top its $225,000 sale.
Those with deep pockets should mark down the 21 March 2007 in their diaries, when Tequila Ley plans to auction a bottle of Pasion Azteca, plated with gold, platinum and diamonds, valued at $1m. The auction will take place in London.
Both the auction and the completed $225,000 sale put Tequila well ahead of 'ultra premium' rivals in other spirits sectors.
The $38,000 asking price for the world's most expensive whiskey, reported by Forbes in June, looks like a veritable bargain in comparison.