Sierra Tequila unveils 100% agave range
Stock Spirits Group-owned Sierra Tequila has created a 100% agave range, which debuts with three expressions.
The Sierra 100% Agave range comprises blanco, reposado and añejo Tequilas. The blanco and reposado both sit at 35% ABV, while the añejo has an ABV of 40%.
The range intends to spotlight the brand’s Mexican heritage. Each expression is produced with Blue Weber agaves sourced from the Sierra Madre Mountains, which are grown for up to seven years before harvesting.
Hendrik Schatz, marketing director at Stock Spirits Group, said: “As the 100% agave category grows rapidly, this launch reflects a real investment in Sierra, building on its heritage and quality, while staying true to the energy, approachability and sense of fun that makes Sierra special.
“It’s a range we’re excited about, and one that we believe fits with how people want to enjoy and experience Tequila today.”
Sierra 100% Agave Blanco has ‘delicate’ herbal notes, mild spices and bright fruity accents.
The reposado brings additional depth with oak vanilla, layered cinnamon and nutmeg spices. Meanwhile, the añejo is described as a ‘more complex expression’ with dried fruit and subtle notes of caramel and dark chocolate.
The range debuted in travel retail in partnership with Gebr Heinemann and will be available in 20 European airports.
The partnership with Heinemann marks travel retail as a ‘key platform for international visibility and consumer discovery’, Stocks Spirits noted, while supporting the group’s broader expansion ambitions.
The range will roll out on a broader scale across Europe throughout 2026 and 2027.
The bottles for the 100% Agave range don’t feature the brand’s iconic sombrero hat stoppers. The new design is instead inspired by traditional Mexican Tequila bottles.
Fans can still identify some of the brand’s recognisable features on the new label, including the sombrero hats, Pancho character and the Sierra Madre Mountains.
Sierra Tequila joined Poland-based Stock Spirits Group’s portfolio in July 2023 following the group’s acquisition of its owner, Borco.
Since the acquisition, Stock Spirits has taken the Tequila brand into the ready-to-drink (RTD) market with canned Margaritas that launched in UK travel retail and Lidl supermarkets.
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