- Category – Spirits, Tequila, both 40% abv
- Available – From this month
- Location – The US, available online and in the off-premise channel in 14 unspecified states
- Price – Rosa Blanco, SRP of US$49, Anejo $74 per bottle
A new Tequila brand, comprising liquid sourced from Blue Weber agave that has spent time in red wine barrels, is debuting in the US this week.
Calirosa, produced by the Real family in the Jalisco region of Mexico, boasts musician Adam Levine and model Behati Prinsloo as “partners”. The brand kicks off in 14 states with two iterations ahead of a wider roll-out across the market and into Mexico in the coming months.
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Calirosa Rosa Blanco, retailing at just under $50, has spent 30 days – while the Anejo has been aged for 18 months – in red wine barrels sourced from California. National distribution will be handled by Southern Glazer’s Wine & Spirits.
“This is an exciting brand that [is] really bringing something fresh to the table,” said Southern Glazer’s GM of Craft Collection Luxury Spirits, Ray Lombard. “We are committed to cultivating a long-lasting partnership with Calirosa and to driving long-term results for the brand.”
Levine, who fronts Maroon 5 and was also a coach on talent show The Voice in the US, and Namibian model Prinsloo, who has graced an array of magazine covers in her 13-year career, have been married for seven years. They join the celebrity likes of Sammy Hagar, George Clooney and – more recently – Kendall Jenner in the Tequila category.
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By GlobalData
