New tequila and Latvian cherry liqueur set for UK launches

Rooster Rojo tequila

Amber Beverage Group is expanding its range of spirits in the UK with the launch of a cherry liqueur from Latvia’s Riga Black Balsam and a new premium tequila.

Rooster Rojo, a 100% agave tequila, is made according to traditional distillation methods and then filtered through Mexican silver to produce a softer and smoother finish. It is available as a blanco, reposado and añejo.

After introducing it in the USA, Mexico, Canada and the Baltics in October, it is due to be launched in the UK through distributor Cellar Trends in November. It follows Amber Beverage Group’s acquisition of its producer, Fabrica De Tequilas Finos, in 2016

Rooster Rojo’s global brand manager Mantas Zlatkus said: “Our aim with Rooster Rojo was to create a premium tequila that stands out against key competitors.

“With the use of the Mexican ‘rooster’ symbol, this is an ambitious new entrant within the category that not only represents the national identity of Mexico, but one that is full of fighting spirit.

“We are looking forward to working with our partners throughout the world to create an internationally recognised tequila.”

Katie Warren, group marketing manager at Cellar Trends, which is part-owned by Amber Beverage Group, added: “We are looking forward to working with the Amber Beverage Group to introduce Rooster Rojo to the UK and are excited to launch a new product to the market.

“The brand not only offers a quality spirit, but its innovative and energetic packaging will ensure that it stands out within such a fantastic category.”

Amber Beverage Group is also set to launch Riga Black Balsam Cherry liqueur in the UK in 2018, building on the success of Latvia’s bitter Riga Black Balsam liqueur.

The cherry variant – made by combining traditional Riga Black Balsam with natural cherry juice – was launched as a limited-edition product specifically for the Latvian market in August but has enjoyed sales of more than 70,000 bottles, representing 16% of the total sales volumes for Riga Black Balsam.

Global brand director Maris Kalnins said: “We are so pleased to see the initial figures from the brand’s launch. We invested a significant amount into this fantastic drink that not only took over a year to produce, but more than 100 attempts to source the perfect balance of balsam and cherry ingredients. We have huge plans for the brand and ambitious goals of which we are extremely confident.”

Riga Black Balsam Cherry

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