Moët Hennessy enters high-end Tequila sectorBy Annie Hayes
Moët Hennessy is set to enter the Tequila category next year with the US launch of super-premium line Volcan de mi Tierra, created as part of a joint venture with Mexico’s Gallardo family.
Meaning ‘land of the volcano’, the product is slated to roll out across the country in the first half of 2017 and will be available in Blanco and Cristalino expressions.
It is produced at the Volcan distillery in the Mexican Lowlands, at the base of the Tequila Volcano, which provides “ideal” soil for producing blue agave.
As part of the partnership with the Gallardo family – whose presence, support and resource in Jalisco has become “invaluable”, according to Moët – the distillery will undergo a full renovation.
The firm plans to reach the high-growth super-premium end of the category, which represents 3.5 million cases and has successive years of double digit growth.
“I am extremely proud to announce that Moet Hennessy is entering into the dynamic and fast growing super-premium Tequila category through a joint venture with Mexico’s Gallardo Family,” said Christophe Navarre of Moët Hennessy.
“The new Volcan de mi Tierra is an ideal and complementary fit to the Moët Hennessy portfolio. Over the last years, I have come to know Mr. Don Juan Gallardo and his family quite well, and we have developed a valued partnership that inspires us to further reinforce the entrepreneurial values that Moët Hennessy embodies.”
Don Juan Gallardo added: “Joining forces with Moët Hennessy has been an incredible experience of bringing together our tradition, culture and expertise. I am extremely proud to be part of this powerful venture and I am confident you will appreciate the unfathomable depth, beauty and sophistication of Volcan de mi Tierra.”