Since launching in 1981, Sierra Tequila de México has risen to become the undisputed market leader in Europe. The brand, easily recognised by its iconic sombrero, continues to go from strength to strength and is today available in over 90 markets worldwide, from Australia to Chile to Thailand.
Owner BORCO is one of the largest German and European spirits producers and distributors and has a presence in almost all the key international spirits segments and is also home to the Finsbury Gin brand.
The base for the brand’s portfolio is Sierra Tequila Blanco and Sierra Tequila Reposado. The pair, which originates from Destilería Sierra Unidas in Guadalajara, is market leader in Germany’s Tequila segment. The handed-down art of distilling, along with the third-generation master distiller’s passion, characterises the unique, fruity flavour of every bottle of Sierra Tequila. For those who like to drink their Tequila as a shot, Sierra Tequila Blanco, and Sierra Tequila Reposado have a balanced taste to offer that unfolds in all its glory in three steps: UNO (salt for Blanco and cinnamon for Reposado), DOS (Sierra Tequila Blanco or Reposado), TRES (lemon for Blanco and orange for Reposado).
While Sierra Tequila is the spirited must-have for every party leader, Sierra Antiguo 100% de Agave Tequila adds a full-bodied agave flavour. It features two iterations – Sierra Antiguo Plata and Sierra Antiguo Añejo. Like their siblings, both are produced at Destilería Sierra Unidas in the heart of Guadalajara but with 100% de agave. The Sierra Antiguo range was created with bartenders in mind, making the range perfect for mixing your next Margarita.
Sierra is also known as one of the fastest-growing brands in the spirits industry, which is why the brand is constantly being developed. Recently, Sierra launched its latest innovation, Sierra Tropical Chilli. BORCO decided to develop the innovative product due to the positive development of the Tequila category both domestically and internationally. Sierra Tropical Chilli is made with a base of Sierra Tequila Blanco and tastes of mango, passion fruit and a hint of chilli. Combined with the authentic and distinctive Tequila flavour, the line extension creates a harmonious taste experience. Sierra Tropical Chilli is especially attractive for young consumers between 18 and 35 and is furthermore tapping into the trend of fruity shots and low ABV with its 18%.
“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.”, says Philipp Stahl, Head of Global Brand Marketing.
Despite its age, Sierra continues to perform well, not only in sales terms but also on the awards front. In April, Sierra Tequila won several medals at the renowned International Wine & Spirit Competition. A ‘Gold’ for Sierra Antiguo Añejo was backed by a ‘Silver’ for Sierra Tequila Blanco and a ‘Bronze’ each for Sierra Tequila Reposado and Sierra Antiguo Plata.
CMO Hendrik Schatz says: “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.”
How fortunate, that National Tequila Day is coming up on 24th of July. Whether classic tequila cocktails or new variations, National Tequila Day calls for a tequila party with friends and family. With Sierra Tequila de México, the inner party animal or creative mixologist comes to life and celebrates in style.
The last 40 years have merely set the scene for Sierra – The future is bright!
Click here for more information on Sierra Tequila de México.
