El Mayor Tequila heads to the UK and Europe

Luxco-owned El Mayor Tequila is on its way to Europe where it will launch for the first time in March.

The brand’s products will be available in the UK for an RRP ranging between £33-£44 (US$44-$55), and in major European markets – such as Spain, France and Germany – priced from RRP €39-€52 (US$42-$56).

Greg Mefford, international sales director, Luxco, said: “Launching a new product range to market, particularly within a different category, is always a thrill but the exciting European Tequila landscape makes the introduction of El Mayor even more significant.

“Premium Tequila is experiencing a meteoric rise as people start to realise the spirit’s true provenance and qualities, over previously being pigeonholed as a ‘slammer’ drink.

“Consumer thirst for the agave spirit provides the ideal time for education on how Tequila is intended to be enjoyed – sipped and savoured as the authentic Mexican way of drinking, mixed into beautiful celebratory cocktails, and paired with incredible foods.

“We’re excited to place El Mayor front and centre within this next chapter of Tequila’s history.”

In the UK, El Mayor will be distributed by Lightbox Brands, while in Germany, Perola will distribute the Tequila.

The spirit is made with 100% estate-grown Blue Weber agave and is produced at Luxco’s Tequila distillery, Destiladora Gonzalez Lux, just outside the city of Arandas in Mexico.

It is handcrafted by the Gonzalez family, led by fourth-generation distiller Grace Gonzalez.

El Mayor’s range consists of four expressions: a blanco, a reposado, an añejo and a cristalino. The blanco expression was awarded a Gold medal at The Spirits Business‘ 2022 Tequila & Mezcal Masters blind-tasting competition.

The brand will make its first appearance outside of the US next month at trade show ProWein, to be held in Düsseldorf, Germany, from 10-12 March. It can be found at the Luxco stand F36, Hall 5.