El Paso’s Dos Lunas is launching a luxury brand of tequila which the company believes sets new ground in the market for premium spirits. Dos Lunas Grand Reserve is a10-year-old tequila served in 1,000 hand-blown Baccarat decanters, which the company plans to market at $2,500 per bottle.
Dos Lunas owner Richard C. Poe II already produces high-end silver, reposado and, soon, añejo tequilas, but wanted to create something even more extravagant. Poe explains, “We set out to create the world’s best tequila and that goal informed every decision that was made, from growth through production to packaging”.
The launch fits a trend in the US market for fast-growth in super-premium brands. Figures for the Distilled Spirits Council of the United States show sales in high-end spirits grew by 23 percent in revenue to $566 million in 2005, a trend which New York consulting firm The Beverage Marketing Corp has labelled the “premiumisation” of tequila. Indeed in 2006 a one-litre bottle of premium tequila in a two-kilo platinum and gold bottle was sold for $225,000, demonstrating a demand for luxury tequila.
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