Product Launch - US: Black Rock Spirits' Sparkle Donkey Tequila

By | 10 August 2012

Click through to view Black Rock Spirits Sparkle Donkey

Click through to view Black Rock Spirits' Sparkle Donkey

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Black Rock Spirits' Sparkle Donkey Tequila 

Category - Spirits, Tequila, silver and reposado

Available - From this month

Location - US, initially in Washington state

Price - Reposado, between US$23.95 and $25.94 per 75cl bottle, Silver, between $22.95 and $24.95

Distribution - Southern Wine & Spirits in Washington

Black Rock Spirits has followed the launch of Bakon Vodka with the release of Sparkle Donkey, a Tequila brand with two variants.

Sparkle Donkey Silver and Sparkle Donkey Reposado are both 100% agave Tequilas that are being backed by a “tongue-in-cheek” marketing approach.

Show the press release

Bakon Vodka Founders Launch Limited Edition Sparkle Donkey Tequila 

Seattle – August 9, 2012

Black Rock Spirits (, makers of Bakon Vodka (, a brand that in only three years gained nationwide distribution and a fanatical fan base, today launched a new line of tequilas - Sparkle Donkey Silver and Sparkle Donkey Reposado. Black Rock Spirits founders say they wanted to import high-quality 100% agave tequila, while having some fun with the way that most tequila brands market their products.

One such example includes the website, which taken at face value leads visitors to believe that the spirit has a rich heritage dating back to the 1800s. The colorful history even includes narration by the ancestor of a Mexican villager who discovered “El Burro Esparkalo” (Sparkle Donkey) in a small village in the Jalisco region and declared it the “finest tequila they had ever tasted.”

While tongue-in-cheek about the history, Black Rock Spirits founders are serious about quality. The 100% Blue Agave tequila is handcrafted in the heart of Tequila, Mexico using specially selected high-sugar Blue Weber agave, traditional brick oven roasting, and pure volcanic spring water to produce a high-quality spirit. “In the end we know it’s about how the product tastes. We’ve all seen how tequila companies push the message of ‘heritage’ as a substitute for quality,” says founder and industry veteran Stefan Schachtell. “How long have they been making your favorite tequila? Three generations? Four? Only seven!? And that company just found an original recipe dating back to 1800? 1650? 1420? Well Sparkle Donkey will give you premium quality with a fun heritage to boot!”

“Fun is important. More than any other spirit, tequila is a social drink,” adds founder Sven Lidén. “Tequila is something you share with friends: you buy a round of shots for everyone to start off the night, you bring a bottle to the bachelor/bachelorette party, or you start off your vacation with a Margarita. So in addition to focusing on quality we wanted to focus on the fun aspects and embrace the fact that tequila is consumed as part of a celebration.”

The Sparkle Donkey web site would lead you to believe that the product has been popular in the US and Mexico for over a century, but in reality, it is being imported in limited edition small batches in select states, starting with Washington in mid-August. Prices vary by state, but it is expected to retail in the low- to mid-20 dollar range. To discover the legend and history of “El Burro Esparkalo” visit

About Sparkle Donkey

Sparkle Donkey is an irreverent spirits brand from Seattle importer Black Rock Spirits that pokes fun at traditional tequila marketing. A high quality 100% Blue Agave tequila masquerading in a modern package, Sparkle Donkey’s strong traditional tequila flavor comes through and is rounded out with sweet agave and floral notes. Made in the town of Tequila, in the heart of Jalisco, Mexico, Sparkle Donkey is available in Silver and Reposado styles. For more information on Sparkle Donkey’s legend and history visit


Original source: Company Release

Expert analysis

Tequila & Mezcal in United States to 2016: Databook

Canadean’s, "Tequila & Mezcal in United States to 2016: Databook" contains detailed historic and forecast Tequila & Mezcal consumption analysis, segmented at a category level. It provides year on year growth figures for the different types of Tequila & Mezcal available in United States, as well as volume data based on price segments and alcoholic strength. This report reviews the latest industry trends both for overall products as well as leading market players, which makes it an essential tool for companies active across the United States alcoholic drinks value chain and for new players considering entering the market.

Sectors: Product launches, Spirits

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