Jose Cuervo is celebrating the 25th anniversary of Reserva de la Familia by expanding its ultra-premium offerings with the introduction of Reserva de la Familia Reposado and Platino to the U.S. These sports are made at the oldest distillery in Latin America – La Rojena – and was typically reserved for the Cuervo family’s private collection, until twenty-five years ago.
In 1995, the brand released limited small batch quantities of an Extra Añejo expression to the Republic, and this holiday season the brand launched the Reposado, a tequila aged in three different types of oak casks, and a return of its popular un-aged Platino expression.
“Reserva de la Familia pays homage to Jose Cuervo’s legacy of crafting the finest tequila in the world,” said Alex Coronado, Jose Cuervo’s Master Distiller and Head of Production. “Each step is done by hand to ensure the purest expression of tequila. This artisanal process complements the true origins of Reserva de la Familia – which is the family’s belief that a special bottle is made exceptional when it’s sipped during intimate moments with the people you care about. Sharing a glass of Reserva de la Familia this season is more meaningful than ever.”
In addition, Jose Cuervo also joined forces with Spirits Network to create a curated look at the moments inspired by the premium tequila. The pair are also offering Spirits Network members the chance to win a limited-edition 25th-anniversary gift box with the purchase of a bottle.
Image Credit: Jose Cuervo
Key Themes Behind This Trend
- Premium Tequila
- Expanding the ultra-premium offerings of Reserva de la Familia with new Reposado and Platino variants presents an opportunity for disruptive innovation in the premium tequila industry.
- Handcrafted Artisanal Products
- Handcrafting tequila to ensure the purest expression of its taste provides an opportunity for disruptive innovation in the artisanal products industry.
- Curated Experiences
- Partnering with Spirits Network to create a curated look at moments inspired by the premium tequila and offering a limited-edition 25th-anniversary gift box with the purchase of a bottle presents an opportunity for disruptive innovation in the curated experiences industry.
Where This Applies
- Alcohol Beverages
- Expanding the ultra-premium offerings of Reserva de la Familia presents an opportunity for disruptive innovation in the alcohol beverages industry.
- Luxury Goods
- Creating a handcrafted artisanal product like Reserva de la Familia presents an opportunity for disruptive innovation in the luxury goods industry.
- Entertainment
- Partnering with Spirits Network to create a curated look at moments and offering a limited-edition gift box presents an opportunity for disruptive innovation in the entertainment industry.
