High-end tequila mark for Diageo

22 October, 2008

An ultra-premium version of Jose Cuervo tequila is being launched in the UK through Diageo GB.

Harvey Nichols will be the first off-trade retailer to list Jose Cuervo Platino which is being backed by a £250,0000 marketing investment by the British firm.

The launch comes at a time when Nielsen figures suggest tequila sales across the UK market were ahead by 7% in the year to May.

Platino is made from 100% blue agave and uses a new distillation method – described as a “breakthrough in the tequila industry” by executive director Juan Domingo Beckmann – which is claimed to give a smoother taste.

The rrp is £50 and the brand is being distributed through wholesalers Venus Cash & Carry, Coe Vintners, Waverley TBS, Justerini & Brooks, London Wine Co and Millward Wines.

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