# Ultra-Ritzy Tequila The Hacienda La Capilla 'The Diamond Sterling' is all Extravagance By Amanda Chang | Published 2010-11-25 | Luxury Source: Trend Hunter, https://www.trendhunter.com/trends/the-diamond-sterling References: [bornrich.org](http://www.bornrich.org/entry/hacienda-la-capilla-shows-the-35-million-tequila-bottle/) & [haciendalacapilla](http://www.haciendalacapilla.com/indexeng.html) It seems as though [Hacienda La Capilla's](https://www.trendhunter.com/trends/bicentenario-ron-ultra-anejo) 'The Diamond Sterling' tequila has officially topped the world's most pricey liquors. Available at a cool $3.5 million, the [Mexican tequila](https://www.trendhunter.com/trends/tequila-volteo) has become the world's most expensive tequila. With a flashy 2.3 kg layer of pure platinum and over 4,000 diamonds totaling 328 carats, 'The Diamond Sterling' is a luxury must-have that will have the high-end set drooling. **Implications** - Despite the recent downturn of the economy, there is still a strong market for [ultra-luxury products](https://www.trendhunter.com/trends/limitededition-tequila-bottles). Luxury brands or companies should try and capitalize on this by introducing a specialty line of ultra luxury products. It would only appeal to the small segment of the upper-crust, but it would draw consumers with interest in the product's exclusivity. ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 33% | Activity: 71% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Luxury](https://www.trendhunter.com/luxury) > [Ultra Luxury](https://www.trendhunter.com/ultraluxury) ## Key Themes ### What's Driving This Trend - **Ultra-luxury Products:** Creating a specialty line of ultra-luxury products can capitalize on the strong market for exclusive and extravagant items. - **Exclusivity and Rarity:** Emphasizing the rarity and exclusivity of a product can draw interest from consumers in the upper-crust. - **Flashy and Embellished:** Adding embellishments or flashy elements to products can elevate them to luxury must-haves and appeal to the high-end set. ### Who This Affects Most - **Luxury Goods:** Luxury goods industries can capitalize on this trend by experimenting with ultra-exclusive product lines. - **Jewelry:** Jewelry industries can collaborate with luxury tequila brands to create diamond-encrusted bottles and other embellished products. - **Alcohol and Spirits:** Alcohol and spirits industries can experiment with ultra-exclusive product launches to draw interest from consumers in search of rare and luxurious items. ## Related on Trend Hunter - [Streetstyle Luxury Tequilas](https://www.trendhunter.com/trends/2025-nobu-rare.md) - [Multi-Blend Añejo Tequila](https://www.trendhunter.com/trends/patron-en-lalique.md) - [Diamond-Encrusted Martini Glasses](https://www.trendhunter.com/trends/marrow-martini.md) - [Top-Shelf Triple-Aged Tequilas](https://www.trendhunter.com/trends/mot-hennessy.md) - [Artistic Collectible Tequila Releases](https://www.trendhunter.com/trends/francisco-toledo-edition.md) - [Additive-Free Sipping Tequilas](https://www.trendhunter.com/trends/el-negocio-tequila.md) - [Expensive Whiskey Sales](https://www.trendhunter.com/trends/emerald-isle-whiskey.md) - [Luxury Restaurant-Inspired Spirits](https://www.trendhunter.com/trends/nobu-rare-2008-reserve.md) - [Prestige Market Tequilas](https://www.trendhunter.com/trends/patrn.md)