Kah Tequila US strategy ‘paying off’

Amber Beverage Group (ABG) said its decision to launch Kah Tequila Extra Añejo in the US “is paying off”.

The global spirits company, which is headquartered in Luxembourg, launched the Tequila in the US in late 2021.

Since then, ABG said it has established a strong and growing foundation in the States.

Evija Sparane, global brand director for Kah Tequila at ABG, said: “We chose to launch Kah Tequila first in the US and that decision is paying off. The US is where audiences, both trade and consumers, are highly receptive to well-crafted, high-end Tequilas.

“Quite simply, they understand and appreciate that Tequilas of excellence allow the agave taste notes to shine and elevate the drinking experience.”

ABG cited IWSR Drinks Market Analysis data, which found during the first half of 2022, spirits premiumisation continued across the US, driven by Tequila and mezcal.

Tequila sales by value overtook American whiskey to become the second biggest spirit category by value in the US in 2022.

IWSR forecasts Tequila will overtake vodka to become the number-one spirit category by value by the end of this year.

Kah Tequila Extra Añejo Tequila is made from 100% Blue Weber agave and is matured for at least three years in American oak barrels.

Tasting notes include pepper and smoky wood flavours with hints of sweet spice, vanilla, honey maple, and caramel.

The bottle design incorporates phosphorous ink to allow elements of the design to glow in the dark.

California-based Pacific Edge Wine & Spirits distributes Kah Tequila in the US.

Earlier this year, Rooster Rojo Tequila, also owned by ABG, moved into mezcal.