ON-TRADE outlets trading in tequila are being offered the chance to set themselves apart from the competition by purchasing their own barrel of the spirit thanks to a partnership between the firm behind Tequila Herradura and distribution firm Mangrove Global.
Launching in Manchester last month, the new Buy-The-Barrel Program offers customers the chance to fly to Mexico and select their own barrel of tequila.
Participants in the program will be invited to visit Casa Herradura, the home of Tequila Herradura, for a private tasting to select their own unique barrel as well as having the opportunity to sample the liquid at every step of the production process.
Nick Gillett, MD of Mangrove Global, described Tequila Herradura as a “pioneer within the category”.
“They have continued this tradition by launching the Buy-The-Barrel Program,” said Gillett. “This further enhances the quality 100% agave tequila offering from Mangrove and Casa Herradura and affords accounts the opportunity to have a bespoke offering.”
Nidal Ramini of Casa Herradura parent firm Brown-Forman said the bespoke service can help on-trade customers set themselves apart from other bars “and create a unique talking point”.
“Sales of super-premium 100% agave tequilas have more than doubled in the past five years and the Buy-The-Barrel Program will help to drive the category forward,” said Ramini.