Amber Beverage releases Rooster Rojo TequilaBy Amy Hopkins
Amber Beverage Group has launched Rooster Rojo Tequila – the company’s first new Tequila product since it acquired Jalisco-based Fabrica de Tequilas Finos last year.
Amber Beverage, a subsidiary of Stolichnaya vodka producer SPI Group, made its foray into the Tequila category in September 2016 with the acquisition.
The 100% agave Rooster Rojo has been filtered through Mexican silver to create a “softer and smoother finish”.
“Our aim with Rooster Rojo was to create a premium Tequila that stands out against key competitors,” said Mantas Zlatkus, global brand manager for Rooster Rojo.
“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.”
Distribution of the brand will commence next month to markets including the US, Mexico, Canada, and the Baltics. In November, the brand will enter the Russian, German, Spanish and UK markets.
Katie Warren, group marketing manager at UK distributor Cellar Trends, 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.”