Market research
Jose Cuervo's Jose Cuervo Playamar Tequila Hard Seltzer
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
Sectors: Product launches, Spirits
