Pubs, bars and restaurants will be able to buy their own personalised Double Barrel Reposado tequila thanks to a new Buy the Barrel Programme.
Tequila Herradura unveiled the first barrel of Double Barrel Reposado tequila sold in the UK, at the opening of a second Crazy Pedro site in Manchester.
The barrel’s arrival in the UK marks the launch of Herradura’s new Buy the Barrel Program, which offers customers the opportunity to personally select their own bespoke barrel of Herradura Double Reposado tequila.
Herradura is offering to fly customers to Mexico to visit Casa Herradura, the home of Tequila Herradura, which is estate bottled in the last remaining tequila-producing Hacienda in Amatitan, Jalisco, Mexico. During their visit, guests take part in a private tasting to select their own unique barrel and sample the liquid at every step of the production process.
Nidal Ramini, Brown-Forman head of trade advocacy, Northern Europe, said that this bespoke and personalised service could help bars and restaurants set themselves apart from the competition.
“We can offer our customers bespoke and personalised services that set them 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 as well as ensuring that we can continue to provide our customers with truly exceptional experiences.
“We’ve worked with Crazy Pedro’s owner, Lyndon Higginson, for many years and we are super excited that they will be the first UK bar to take this on. We have seen a rise in consumer demand for super-premium craft cocktail bars outside London and Lyndon and his team have always been at the forefront of pushing boundaries with their offerings, which highlights the demand for this type of collaboration around the UK.”
At 40% ABV, every bottle of Tequila Herradura Double Barrel Reposado is made from 100% blue agave tequila that is rested in toasted oak barrels for 11 months. This tequila is then matured for an additional month in a brand new, toasted oak barrel, which provides it with a smoothness and complex flavour notes of cooked agave, dried figs and sweet brown spice.