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Sierra Tequila joins low-ABV trend
A well-loved brand for more than 40 years, Sierra Tequila has responded to consumer demand for lower-alcohol drinks with its new Tropical Chilli expression.
Owned by Hamburg‐based spirits company Borco‐Marken‐ Import Matthiesen, Sierra Tequila de México has developed a loyal following in markets around the world, including Germany and the UK. It is available in more than 91 countries, from Australia to Thailand and Chile.
Since its launch in 1981, the Mexican brand has become known for its iconic sombrero and for being the market leader in Europe. Sierra is also one of the fastest‐growing brands in the spirits sector, according to Borco. The company said it has a brand awareness of 53%, citing YouGov’s Brand Index data for 2022.
The brand is constantly being developed, as it recently launched its latest innovation, Sierra Tropical Chilli. Borco created the expression due to the ‘positive development’ of Tequila in Germany and globally.
The 18% ABV expression offers flavours of mango, passion fruit, and a hint of chilli. It is made with a base of Sierra Tequila Blanco.
Mario Kappes, global advocacy and education manager at Borco, said the new expression aims to “take your party to the next level”, following the brand’s motto of ‘lead the party’.
Philipp Stahl, head of global brand marketing, added: “With the unique blend of exotic fruits and the spiciness of chilli, Sierra Tropical Chilli will send your taste buds on an exciting journey, and delight your party guests. With this innovation we join the trend of low‐ABV drinks. We offer an alternative for those who drink less alcohol but don’t want to give up the party mood. Sierra Tropical Chilli is served as a shot – perfect for all kinds of parties.”
Tropical Chilli made its debut in Germany in March, priced at €14.99, and has since launched in the Netherlands and Austria. Soon it will also be available in markets such as Croatia, Serbia, Slovenia, Denmark, Turkey, Estonia, Latvia and Lithuania.
The 500ml bottle will be available to buy in UK supermarket chain Tesco from July.
Award-winning Tequila
Sierra Tequila de México is also an award‐winning brand, having secured a number of medals at the International Wine & Spirit Competition (IWSC) 2023 and The Tequila & Mezcal Masters.
In this year’s Tequila & Mezcal Masters, Sierra Tequila Blanco, Sierra Reposado, Sierra Antiguo Plata, and Sierra Antiguo Añejo all took home Gold medals.
“The international awards prove that our efforts to constantly develop our Sierra products and to offer unique moments of enjoyment with the highest quality and best ingredients are successful,” said Hendrik Schatz, chief marketing officer.