Proximo Spirits has rolled out an infused addition to its parent company’s Jose Cuervo tequila brand in the US.
Centred around a recommended chilled-shot serve – as well as a base for cocktails – Devil’s Reserve hits the US off-premise this week. While specific details of the flavour profile were not disclosed, the 30%-ABV extension of Cuervo’s namesake brand has a “sweet heat” and is aimed at younger LDA consumers who “are consuming more tequila than any other generation but are flocking toward flavour-forward spirits with a lower ABV”.
On sale nationwide, Devil’s Heat carries an SRP of US$20.99 per 75cl bottle.
“Devil’s Reserve unleashes an entirely new taste upon the world of tequila …,” said Proximo’s senior VP of marketing, Lander Otegui. “Cuervo has an epic legacy in creating centuries of good times across ten generations, and no one knows how to raise a little hell as much as we do.”
In the three months to the end of June, Jose Cuervo’s sales declined by 4.2% on the corresponding period in 2023, although the brand owner’s largest reporting region, ‘the US & Canada’ delivered a near-15% jump in overall sales for the group.
