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Reserva de la Familia partners with Michelin
Jose Cuervo’s ultra-premium small-batch Tequila, Reserva de la Familia, has been named the official Tequila of the Michelin Guide US.
The Michelin Guide awards excellence in restaurants and gastronomy via a star system. The collaboration – which will run through 2025 – marks the first time Michelin US has partnered with a Tequila.
For the partnership, a ‘digital destination’ guide named Reserva de la Familia Presents: The Art of Mexican Cuisine by the Michelin Guide has been created, which highlights high-end Mexican gastronomy, as well as Mexican venues in the US with Michelin recognition. It also profiles leading Mexican chefs.
Reserva de la Familia launched the ‘world’s first’ extra añejo Tequila in 1995. It is seen as the ‘crown jewel’ of the Jose Cuervo family.
Lander Otegui, senior vice-president of marketing for Proximo Spirits, which owns Jose Cuervo, said the expression has been a “pioneer in barrel-aged Tequilas for nearly 30 years, with a commitment to craftsmanship that builds on a 230-year legacy. This partnership continues the brand’s dedication to excellence and rich Mexican tradition.”
Speaking to The Spirits Business about the aim to champion high-end Mexican gastronomy and change perspectives on Tequila, he added: “One of the biggest platforms we have for Reserva de la Familia is Mexican art and Mexican gastronomy.
“In recent years, Mexican gastronomy has had a different approach to what we’ve traditionally seen: we’ve seen that authentic and craft side within the culinary space grow on an international scale.
“Now you see the Michelin Guide awarding stars to not only the white-table restaurants, but also to smaller and more modern types of restaurants and culinary destinations, so it made perfect sense to create a partnership – especially since this is the first time it has created a Michelin Guide to Mexican gastronomy.
“We’re very excited about what experiences it brings – not only leveraging the equity of Michelin as a partner, but also the access we have to these high-end Mexican restaurants. We believe both brands are very well-positioned to expand what luxury Mexican gastronomy and luxury Tequila mean.”
In a number of US restaurants, Mexico-based chefs will host tasting dinners paired with Reserva de la Familia. The tasting menus will integrate the Tequila’s full portfolio. The restaurants include Californios in San Francisco, Valle in San Diego and La Cha Cha Chá in Los Angeles.
The relationship between Reserva de la Familia and Michelin began in May this year, when the brand sponsored the first-ever launch of the Michelin Guide in Mexico.
Chris Gledhill, vice-president of business development and partnerships at the Michelin Guide Americas, commented: “We are delighted to partner with Reserva de la Familia to shine a light on the Mexican food and drink culture across the US.
“Reserva de la Familia’s dedication to the art and heritage of Tequila-making, in addition to providing experiences for high-end Mexican cuisine, pairs perfectly with the Michelin Guide’s goal of providing new discoveries for foodies and travellers. We look forward to collaborating and exposing the US audience to a true Mexican delicacy.”
Jose Cuervo is the world’s biggest-selling Tequila brand.
Reserva de la Familia’s Platino, Reposado and Extra Añejo expressions won Gold Medals at the 2022 Tequila and Mezcal Masters.
E-commerce platform Drizly predicted premium Tequila would grow its popularity through 2024. The category is also finding success in travel retail.
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