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Agave: Blue Agave: 100 Percent Blue Agave: Blanco: Joven Abocado: Reposado: Aejo:
The flavored Tequila segment, which includes Distinqt and T.Q. Hot, has a new, high-profile entry: Mstico from Jose Cuervo. This 80-proof citrus-flavored Tequila, introduced nationally last year, is positioned as a white spirit that can be mixed with juices and sodas, or drunk chilled and straight. Additional new products from Cuervo will be forthcoming, according to Alan Weber of Heublein. "We are working with our Mexican business partners to come up with new products that will enable us to enhance and drive our leadership position in the super premium segment of the category," asserts Weber, who notes "a strategic gap" at the $30 to $40 price point in the Cuervo portfolio. "We are working to develop a 100 percent agave aejo product at that price point," says Weber. "We do not intend to allow Tequila competitors to drive the high-end business." |
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