Herradura Ultra Tequila launches in US

Mexican producer Casa Herradura is rolling out its latest innovation, Herradura Ultra – a blend of the brand’s Añejo and Extra Añejo Tequila aged in American white oak barrels.

The premium Extra Añejo used to produce the new variant has been aged for up to 49 months in American White Oak barrels.

Casa Herradura’s Añejo Tequila provides the base for Herradura Ultra, which is then blended with premium Extra Añejo that has been aged for up to 49 months in American White Oak barrels.

Agave nectar is then added before the spirit is filtered, which creates a “rich, crystal-clear” Tequila with “full-bodied flavour” and “ultra-smooth taste”.

“Ultra offers a ‘beyond smoothness’ taste to consumers in-the-know who are looking to celebrate with friends in a high-energy setting,” said Liz Edwards, senior brand manager for Tequila Herradura. “Our portfolio already includes premium Tequilas that consumers view as a symbol of their sophistication; however we were missing a Tequila that celebrated with our consumers during their nightlife experiences.

“After a successful launch in Mexico, we are confident that Ultra will deliver on US consumers’ expectations.”

It will be available in select US markets including California, Florida, Georgia, Nevada and Texas.

The serving suggestion for the new product sees it stirred with ice and served neat in a shot glass once chilled.

Last year, the first UK brand ambassador for Casa Herradura Tequila was appointed to develop its on-trade relationships.