With premium tequila in strong growth in the UK, Corazón Tequila is being launched by distributor Hi-Spirits. A four-strong range will be available to the on-trade and off-trade from September.
Figures from Nielsen show that tequila sales grew by 3.9% in value in the UK in the year to June 2018, with premium brands performing even more strongly as consumers continue to seek out spirits with craft and artisan credentials.
The Corazón brand is owned by Sazerac, whose portfolio also spans brands including Southern Comfort, Buffalo Trace, Fireball and Paddy Whiskey.
Corazón is produced for Sazerac by the award-winning Casa San Matias Distillery, one of the few family-owned agave estates & distilleries in Los Altos de Jalisco, Mexico. Corazón Tequila is single estate-cultivated, distilled and hand-bottled. The entire Corazón Tequila process comes straight from the heart of its producers. It is made from 100% blue Weber agave sourced from the Highlands of Jalisco with only the highest quality plants selected and used in the traditional production process including cooking in stone ovens. During its unique distillation process, oxygen is infused into the tequila after the second distillation to produce a spirit that is softer and more approachable with enhanced aromas and distinct flavors.
For more than 130 years, Casa San Matias has been committed to producing the best quality tequila in Mexico, making it one of the oldest tequila distilleries in the country. Casa San Matias is an environmentally and socially responsible company. It is one of only four tequila distilleries equipped with a biodigester and has one of the smallest carbon footprints in the tequila industry. It was the first tequila company to be certified as a “Great Place to Work,” was recognised as part of “TOP Companies” in Mexico, and has been certified and recognised for gender equality in the workplace.
The four-strong line-up of Corazón Single Estate Tequilas coming to the UK, all at 40% ABV in a bespoke bottle with a distinctive cork cap, includes Corazón Blanco RSP £32, Corazón Reposado RSP £35, Corazón Añejo RSP £40, and Corazón Extra Añejo RSP £50.
The Casa San Matias Distillery and the Corazon line are both very highly decorated. At the 2018 Los Angeles International Spirits Competition, the Añejo and Extra Añejo were awarded Gold, with Blanco and Reposado winning Silver. The competition saw Casa San Matias win 11 medals in total, including nine for Corazón Tequilas. Corazón de Agave Extra Añejo also won a Double Gold Medal at the 2018 San Francisco World Spirits Competition.
At the 2017 International Sprits Challenge, Casa San Matias was named Producer of the Year. At the 2016 World Tequila Awards, Corazón was awarded World’s Best Tequila. Corazón Reposado was also awarded 95 points and Extraordinary, Double Recommendation status at the Ultimate Spirits Challenge 2017.
Hi-Spirits is targeting a core demographic of 25-35-year-old cocktail drinkers and spirits explorers with the Corazón range. Dan Bolton, managing director of Hi-Spirits, said: “Quite simply, Casa San Matias is currently distilling the finest tequilas in the world, and we’re delighted to be adding Corazón to our portfolio of brands.
“Tequila is a huge opportunity for the UK spirits market, and with serves generally weighted towards shots in the on-trade in particular, we see a strong opportunity with the launch of the Corazón range to shift that perception.
“We want to engage the growing number of knowledgeable consumers who enjoy cocktails both when they’re out to eat and drink, and at home, and who appreciate spirits with authenticity and provenance, as we’ve seen with the craft gin boom.
“Along with premium cocktail serve ideas, we’re offering information about the heritage of premium tequila and the terroir of agave, tapping into that artisan spirits trend. While consumers appreciate classic cocktails such as the Paloma and Margarita, there is so much more to enjoy. We’re making the Verdita our signature serve for Corazón, positioning it as the ‘unknown classic’ cocktail that consumers will come to love!”
The Verdita (to accompany a 50ml measure of Corazón)
Half bunch of mint
1 bunch of fresh coriander
3 green Jalapenos (can be scaled back if too spicy)
1.3 litres of pure pasteurised pineapple juice
Quarter cucumber with skin
8-10 inch cubes of fresh watermelon
Pinch black pepper
Method: Blend the mix, strain it and chill before serving