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US: Beam releases Sauza Tequila addition

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Beam Global Spirits & Wine has lined up an addition to its Tequila range in the US.

The drinks arm of Fortune Brands has today (6 March) unveiled 100 Años Tequila Blanco, an extension of Sauza Tequila's portfolio, for the US market. The Tequila will be available nationwide from this month, the company said, and will sit alongside Sauza's 100 Años Reposado, which was launched in 2005.

"Mexican-American consumers are seeking genuine products with a strong Mexican heritage," said Andrew Floor, senior brand director for Sauza Tequila. "While this group continues to wield increasing purchasing power, we have a unique opportunity to bring an authentic and well-respected brand to the US and to this consumer. Blanco tequilas are now consumed more than ever in Mexico making the launch of 100 Años Blanco a natural fit for the US market."

The Tequila will be backed by point of sale materials, including case cards, posters, shelf talkers, and shot glass gift packs in the off-trade, where it will be available for a SRP of US$19.99.

Beam acquired Sauza in 2005 as part of the joint purchase of Allied Domecq with Pernod Ricard.


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