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Cuervo’s Jose Cuervo Playamar Tequila Hard Seltzer - Product Launch

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Jose Cuervo's Jose Cuervo Playamar Tequila Hard Seltzer

Available in two flavours, Cuervos Playamar Tequila Hard Seltzer contains 90 calories per can

Available in two flavours, Cuervo's Playamar Tequila Hard Seltzer contains 90 calories per can

Category - Alcoholic sparkling water, Tequila-based, 4.5% abv

Available - From this month

Location - The US, available in the off-premise channel

Price - SRP of US$11.99 per four-pack of 12oz (34.1cl) cans

Cuervo has entered the hard seltzer category with a Tequila-based variant from its Jose Cuervo brand

Jose Cuervo Playamar Tequila Hard Seltzer is available in two flavours - Lime and Grapefruit. The company describes the lime variant as "a bubbly take on the traditional margarita", while the grapefruit SKU imitates the Paloma cocktail.

Cuervo claims that Playamar is a healthier option than other Tequila hard seltzer brands, with each expression containing 90 calories per 12oz cans, as well as being gluten-free. 

More flavours will be added to the Playamar line in 2021.

Last week, Cuervo posted a healthy set of results, with a near-25% sales jump in Q2 driving a rise in sales from the first six months of this year of 13.5%.

Heritage is holding spirits brands back from progress - Click here for a just-drinks comment


Expert Analysis

United States Spirits - Market Assessment and Forecast to 2023

United States Spirits - Market Assessment and Forecast to 2023

The US spirits sector is led by the vodka category in the both value and volume terms, while tequila & mescal category is forecast to register the fastest growth in the both value and volume terms, du...

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