Casa Herradura Launches Herradura ULTRA

09 Jun 2015---Casa Herradura announces the launch of its latest product extension and innovation, Herradura ULTRA. Casa Herradura’s Añejo tequila provides the base for Herradura ULTRA. The Añejo is blended with premium Extra Añejo that has been aged for up to 49 months in American White Oak barrels. A subtle hint of agave nectar is added before the liquid is filtered, creating a rich, crystal-clear tequila with a full-bodied flavor and ultra-smooth taste.

“ULTRA offers a ‘Beyond Smoothness’ taste to consumers in-the-know who are looking to celebrate with friends in a high-energy setting,” said Liz Edwards, senior brand manager for Tequila Herradura. “Our portfolio already includes premium tequilas that consumers view as a symbol of their sophistication; however we were missing a tequila that celebrated with our consumers during their nightlife experiences. After a successful launch in Mexico, we are confident that ULTRA will deliver on U.S. consumers’ expectations.”

The launch of ULTRA is being supported with a full marketing campaign. In addition to product rollout in key markets in June, the brand plan includes on-premise sampling, bartender trainings, ATL campaign, public relations, as well as digital and social media efforts.

The suggested way to enjoy ULTRA is stirred with ice and once chilled, served neat in a shot glass. The ultra-smooth tequila will be priced at parity with other luxury tequila brands and available for purchase at on-premise accounts in select markets including:California, Florida, Georgia, Nevada and Texas.

Tasting Notes for Herradura ULTRA
Color: Platinum
Taste: Subtle notes of cooked agave with hints of caramel, vanilla, wood, honey, dried fruits, and toasted almonds
Finish: Easy, pleasant, beyond smoothness

About Tequila Herradura

Tequila Herradura is an ultra premium 100% agave tequila crafted by Casa Herradura using traditional production methods such as the most mature blue agave, clay ovens, and fermenting naturally with wild yeast. Only naturally occurring airborne yeast produced by the agave plantations and fruit trees surrounding the distillery influence the fermentation process. Casa Herradura is one of Mexico’s most historic and renowned tequila producers. Casa Herradura has been hand harvesting, producing and estate bottling fine tequilas from the small town of Amatitán, Jalisco since 1870.