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Don Good Tequila Co. launches new brand

The Don Good Tequila Company has launched with its inaugural super-premium Tequila brand, called La Hora Azul.

New firm the Don Good Tequila Company has released its inaugural product, La Hora Azul

Working with more than 300 farming families from different regions of the Volcán Tequila Highlands, the Don Good Tequila Company is Canadian-owned and operates out of Jalisco, Mexico.

Its inaugural brand La Hora Azul, meaning The Blue Hour, comes in three vartiants: Pure Spirit (blanco), Experience the One (Reposado), aged for one year, and The Premier Highland Tequila (Anejo), which is aged for up to three years.

All three variants of the brand are contained in hand-blown bottles featuring a metal serpent design.

“La Hora AzulTequila is proud of its Mexican heritage and acknowledges the lineage of its past, but also lives in the moment as a contemporary brand,” said Lex Duy, product design and brand development manager at the Don Good Tequila Company.

“[The bottles] were designed to be a prestigious, top-and front-of-shelf brand that stands above all others in the tequila category. This is truly an integration of spirits and fashion creativity.”

La Hora Azul brand is now bring distributed nationally across Canada through Diamond Estate Wines and will be launched in the US in September 2014, and the Caribbean in October 2014.

The brand joins a spate of super-premium Tequila acquisitions and launches announced in recent months, including Tequila Avión, which was acquired by Pernod Ricard last month, and the Peligroso and DeLeón Tequila brands, which were both acquired by Diageo this year.

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