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Herradura rolls out Buy-The-Barrel programme

Tequila Herradura has launched a Buy-The-Barrel programme, offering customers the opportunity to personally select their own Double Barrel Reposado cask.

Guests can take part in a private tasting to select their own unique barrel

In partnership with Mangrove Global Ltd, Tequila Herradura is offering a “unique” experience, whereby customers are flown out to Mexico to visit Casa Herradura, the home of Tequila Herradura in Jalisco, Mexico.

Whilst there, guests take part in a private tasting to select their own unique barrel as well as having the opportunity to sample the liquid during each step of production.

Thought to be the first Tequila to offer the initiative in the UK, the brand unveiled the first Double Barrel Reposado cask at the opening of the second Crazy Pedro site in Manchester.

At 40% abv, Double Barrel Reposado Tequila is made from 100% blue agave Tequila that is rested in toasted oak barrels for 11 months, then matured for an additional month in a new, toasted oak barrel.

Nidal Ramini, Brown-Forman head of trade advocacy, Northern Europe, said: “Sales of super-premium 100% agave Tequilas have more than doubled in the past five years and the Buy-The-Barrel programme 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.”

Nick Gillett, Mangrove Global Ltd managing director, added: “Tequila Herradura has been a pioneer within the category, being first to market with a number of expressions throughout its history.

“They have continued this tradition by launching the programme. This further enhances the quality 100% agave Tequila offering from Mangrove and Herradura and affords the accounts the opportunity to have a bespoke offering. Crazy Pedro’s is a fantastic partner for this programme and we look forward to continuing our partnership with them.”

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