Stock Spirits has upgraded its Sierra tequila brand’s portfolio with a trio of 100%-agave iterations.
Debuting in the global travel retail channel through an arrangement with Heinemann, Sierra 100% Agave Blanco (35% ABV), Reposado (also 35%) and Añejo (40% ABV) will benefit from a bottle design that does not include the brand’s signature sombrero bottle top. All three go on sale in 20 of Heinemann’s outlets at airports across Europe, ahead of wider release in European domestic markets throughout this year and next.
Distilled by Destilerías Sierra Unidas in Guadalajara in Mexico’s Jalisco region, the blue weber agaves used in 100% Agave’s production process are sourced from the Sierra Madre Mountains around the city. The SRPs for the trio are EUR22.99 (US$) for the blanco, EUR24.99 for the reposado and EUR34.99 for the añejo.
“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,” said Stock’s marketing director, Hendrik Schatz. “It’s a range we’re excited about, and one that we believe fits with how people want to enjoy and experience Tequila today.”
Stock, which owns a raft of vodka brands, including Amundsen and Keglevich, as well as the Clan Campbell blended scotch whisky, acquired Sierra’s owner, Germany’s Borco, for an undisclosed sum almost three years ago.
Late last year, the private equity-owned business switched out its CEO, former Pernod Ricard executive Jean-Christophe Coutures, for Steven Libermann.
