27 August, 2008
Brand owner Diageo
Produced in Mexico
Markets US on- and off-trade
Jose Cuervo has extended its Reserva de la Familia range with the introduction of a handcrafted, limited edition, ultra-premium tequila, distilled solely from the flavourful inner portion of the pine of the blue agave.
The individually numbered, hand-signed bottles are presented in a blue wooden display box with a hand-dipped wax seal and ribbon, also in blue, with a cork-finished closure.
The launch is being supported in the US by a fully integrated, US$6 million marketing campaign targeting all ultra-premium spirits consumer groups including 25-39-year-old males and urban professionals.
In a blind tasting by the US Beverage Testing Institute, Jose Cuervo Platino was described as "superlative" and scored 96 - the highest rating ever given to a silver tequila.