Jose Cuervo tequila launches Tradicional Silver in UK

By Gemma McKenna

Published: 23 June, 2014

Jose Cuervo tequila is launching its Tradicional Silver, a spicy 100% agave Blanco tequila to the UK market for the first time.

The tequila, which has long been available in Mexico and the United States, is launching in the on-trade and Selfridges in early July before hitting other off-trade retailers closer to the end of the year.

Tradicional Silver is an unrested version of Jose Cuervo Tradicional Reposado - bottled immediately after being distilled. The brand describes it as having a "spicy flavour with a hint of sweetness to finish, with more vegetal notes than the Reposado".

Jose Cuervo Tradicional Silver follows the same family recipe set out by the Cuervos in 1795. The 10^th generation of the Cuervo family now oversee the brand.

The tequila is produced at the oldest working distillery in Latin America - La Rojena - located in the centre of the town of Tequila.

Gabriela Moncada, brand ambassador for Jose Cuervo, said: "Jose Cuervo Tradicional Silver has always been one of my favourite products in the portfolio, and I'm so glad it's finally coming to the UK. It's also the perfect tequila to use in a fresh margarita, with the sharp lime waking up its earthy flavours, and the salt rim offsetting the sweetness which comes at the end of every sip."

It will be available initially in Selfridges and Nobu, Rita's, The Shop, Catch, The Dorchester, Basement @ London Edition, Playboy Club and Werewolf from early July, before rolling out to additional off-trade outlets at the end of 2014.

Back in October, the tequila brand joined forces with Selfridges to celebrate Mexico's famed Day of the Dead - having launched limited edition bottles to coincide with the traditional festival of remembrance, which takes place on November 1-2. It carried out sampling activity from October 23 to November 2 in Selfridges' food hall and window displays focused on the Day of the Dead meets Christmas, with skeletons dancing alongside a Santa skeleton in a sleigh pulled by deer skulls.

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