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Tequila Ciudad launches in US where ‘consumers are well aware tequila is for sipping, not shooting’

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Mary Ellen Shoup

By Mary Ellen Shoup+

Last updated on 07-Aug-2017 at 21:47 GMT2017-08-07T21:47:29Z

Ciudad Tequila aims to be in all 50 states following recent launch of three tequila varieties.
Ciudad Tequila aims to be in all 50 states following recent launch of three tequila varieties.

Premium sipping tequila, Tequila Ciudad, has debuted three varieties in the US where consumers are increasingly seeking high-end tequila products. 

“It's the smart drinker that understands the difference in drinking to forget, and the one who enjoys and savors what is in the glass and enjoys talking about what their palette is exploring,” Lynn Hason, communications director of JackHenry Spirits (the parent company of Ciudad), told BeverageDaily.

“The industry needs to realize it's 2017 and consumers are well aware that tequila is for sipping not shooting. The 26 plus age group hasn't had the '80's bad experience with cheap tequila.”

Ciudad is made from a blue variety agave grown (weber variety) in the highlands of Mexico.

Each 750 ml bottle of Ciudad is etched with a map of Mexico City and comes in three styles at varying price points: blanco (not aged but distilled in copper stills for a SRP of $52.99), reposado (aged 11 months in American white oak for $56.99), and añejo (aged 24 months in French oak for $59.99).

Distributed through Deutsch Wine and Spirits, Ciudad is available in Total Wine & More stores across 27 states. Ciudad added that it will launch in six more states by the end of the year with the ultimate goal of being in all 50 states as well as European and Asian markets.

“We are also aligning ourselves with outlets that deliver with sophisticated door-to-door programs,” Hason said.


Tequila premiumization

Sales of tequila have grown by 706% between 2002 and 2016 reaching $2.5bn in sales last year with the fastest growth being in the high-end and super-premium segment, according to the Distilled Spirits Council (DISCUS). 

“Tequila fits nicely in this [premiumization] consumer trend with the many sophisticated sipping tequilas in the marketplace today,” DISCUS director of public relations Kelley McDonough, said.

Tequila is no longer only associated with celebrations such as Cinco de Mayo or enjoyed in pre-batched frozen margaritas at a beach bar.”

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