The independent, female-founded artisan tequila brand believes the undeveloped flavoured tequila sector has significant growth opportunities.
In May this year, Espanita Tequila took another major step toward broadening its popularity with the exciting launch of Signature Infusions – a new three-strong range of all-natural fruit-infused super-premium tequilas. The new addition to the award-winning Espanita brand family couldn’t have come at a better time – according to a new report by Data Bridge Market Research, the global flavoured spirits business was worth over US$16bn in 2021 and will grow at a CAGR of 15.5% over the next six years to total $50.77bn by 2029.
The rise of cocktail culture has led to growing consumer interest in tequila-based cocktails such as the classic Margarita, the Paloma and the El Diablo. Yet tequila producers have yet to explore the wider potential of flavoured line extensions in the same way other white spirits such as vodka and gin have. Espanita’s pioneering Signature Infusions are serving an unmet consumer demand – their crisp, fragrant and aromatic fruit flavours are proving irresistible.
Since its launch, the distribution of Signature Infusions has grown quickly across the US and already includes Colorado, Florida, Georgia, Illinois, Kentucky, Maryland, Massachusetts, Nevada, New Jersey, New York, Oklahoma, Texas and the District of Columbia. More states are set to go live by the end of the year.
Signature Infusions: tequila innovation that doesn’t lose its agave roots
The new 35% ABV variants – Espanita Grapefruit, Espanita Pineapple and Espanita Lime – were jointly developed by company founder & tequila industry veteran Marina Wilson and her master distiller, Beto Ramirez, after a year of painstaking trials and research to find the correct natural ingredients and perfect maceration techniques. They are proud that Espanita Tequila Blanco, the purest of Espanita’s agave expressions, remains at the core of each new Signature Infusion’s flavour profile. The hand-sliced Mexican-grown fruit must macerate in high-proof 100% Blue Agave tequila for 45 days before the resulting infusions are blended, cold-filtered and finally bottled.
Launching in spring 2023, the collection has already received six gold, double gold and triple gold medals from international spirits competitions.
Espanita Lime Tequila combines the succulent juiciness of tequila with the “crispy zest” of freshly peeled lime from Mexico, the world’s second-largest producer of limes; it is perfect in a blended Margarita. With its lively citrus aromas derived from Ruby Red grapefruit, Espanita Grapefruit Tequila is a testament to why grapefruit juice is such a popular companion to tequila in mixed drinks, especially in the iconic Paloma cocktail. Espanita selected Ruby Red for its vibrant red colour as well as its flavour profile, which is sweeter than regular grapefruit and is also seedless.
The underlying presence of authentic tequila Blanco makes its presence felt with Espanita Pineapple, the last variant in the Signature Infusions range. The expression is 95-point rated and received the 2023 Innovation Award from SIP Awards. On the nose and palate, slow-roasted agave notes of earthy honey mingle with notes of tropical fruit and sweet orange blossoms. Espanita Pineapple is a perfect sipper, served chilled or on the rocks, and can be used in a variety of pineapple-based cocktails.
“Our Signature Infusions edition reflects the adventurous side of our valued traditions at Espanita,” explains Wilson. “While we are devoted to the refined and classic tastes in our tequila, we consistently aim to bring new and fearless flavours to our consumers. “We’re very excited about the first Signature Infusions and anticipate continuing our innovation of tried-and-true tequilas. Through new recipes, our team will deliver the best of our creative, daring expressions to Blue Agave fans.”
With a suggested retail price of $33.99, Espanita Signature Infusions are presented in elegant 75cl bottles featuring the figure of a jimador, the hardworking farmers that harvest the blue agave plants that genuine 100% blue agave tequila is made from. The design is inspired by the legacy of Jose Guadalupe Posada, a famous Mexican artist, whose satirical skeleton illustrations became a major influence on Mexican culture and Day of the Dead traditions.
The Espanita story: a commitment to quality at an affordable price
The launch of Espanita Signature Infusions is another chapter in Espanita’s growing success story. Launched by experienced tequila industry veteran Marina Wilson in 2017, Espanita quickly recorded double-digit growth in the US, a burgeoning market for premium-plus tequila, and expanded distribution to multiple states. Positioned in the super-premium price segment, the brand initially offered three variants: Blanco, Reposado, and Añejo.
Espanita Tequila is produced in the heart of Jalisco at an independent family-owned and operated distillery from mature agaves grown at the high altitudes of the mountainous Los Altos region of Jalisco. The distillery boasts an outstanding reputation for quality, having previously produced Cabo Wabo tequila before its purchase by Campari Group in 2017. The distillery prefers to employ artisanal production techniques that have been developed and perfected by generations of Mexican ‘tequileros’ over 400 years.
Critical recognition has been plentiful – Espanita has won 23 Gold, Double Gold, Triple Gold and Platinum medals from accredited spirits competitions over the years, including accolades from the SIP Awards, the Beverage Testing Institute, the USA Spirits Ratings and the MicroLiquor Spirit Awards. Most recently, the new Espanita Double Barrel Reposado Tequila won a Platinum Medal at the Ascot International Spirits Awards.
“We’ve been successful because we’ve offered tequila lovers authentic, handcrafted tequilas of the highest quality that are true to their Mexican roots and heritage, are beautifully packaged and are positioned at very approachable price points,” says Wilson. “Our motto is ‘Affordable luxury without compromise’ – staying true to that hasn’t been easy in recent years with rapidly rising costs and agave shortages but we are still very proud of what we’ve been able to achieve.”
A commitment to innovation: Espanita Double Barrel Espanita Reposado Tequila
In January this year, Espanita unveiled Double Barrel Espanita Reposado Tequila, the first release in an exciting new range of cask-finished expressions designed to introduce tequila aficionados to complex, well-balanced tequilas that feature innovative ageing techniques and experimentation with different types of cask finish.
The 40%-ABV Double Barrel Espanita Reposado Tequila is initially matured in American white oak casks before being finished in ex-Kentucky Bourbon casks. This double maturation process creates a complex tequila with aromas of orange zest, honey, apricot, sweet agave and vanilla on the nose; roasted agave, cherry cola, stem ginger, spiced nuts and warming spices of clove and allspice mingle on the palate. The finish is smooth and nuanced with rich flavours of toasted coconut, apple wood, hazelnut spread and lively citrus peel and cinnamon accents.
With a suggested retail price of $42.99, Espanita Double Barrel Reposado tequila comes in an intricately decorated 75cl bottle showcasing Mexican craft and heritage and featuring the brand’s distinctive ‘Sun in Splendor’ logo – the sun has long featured in Mexican art as a cultural symbol of life-giving energy and good luck.
Moreover, tequila lovers will not have to wait long for the Barrel Reserve Collection to gain a new family member – a Bourbon-finished, ultra-premium Double Barrel Espanita Añejo tequila is in the pipeline for the second half of the year.
Whether it is tequila aficionados or curious consumers trying tequila for the first time, Espanita Tequila now has a tempting offer and more product innovation is promised in the years ahead.
According to Wilson, the company also has exciting growth plans. “Espanita Tequila is committed to innovation and tradition,” she explains. “We honour the artisanal methods of tequila production while also exploring new ways to create the best possible tequila. We hope that our commitment to quality and authenticity will lead to the growth of our brand in the US and beyond into international markets. We also hope that consumers will appreciate the hard work and passion of the Mexican artisans who make Espanita Tequila.”
