FOOD AND DRINKS PHOTOGRAPHY
  • Category – Spirits, Tequila, ‘Extra Añejo’, 40% abv
  • Available – From 1 November
  • Location – Mexico and the UK
  • Price – In the UK, SRP of GBP895 (US$1,220) per 1.75-litre decanter

Cuervo is preparing the release of an ultra-high-end expression from Tequila brand Maestro Dobel.

Launching in Mexico and the UK next month, ahead of a wider roll-out later this year, Maestro Dobel 50 1969 comprises Tequila that has been aged in American and French white oak casks prior to a finish in Sauternes casks. A total of 40 1.75-litre decanters will be available in selected UK on- and off-premise locations, including Selfridges, Harvey Nichols and The Connaught Bar. The full release will be limited to 600 units.

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Maestro Dobel debuted in 2008 with a clear Tequila in the US.

Cuervo sailed through the global pandemic last year, as the cocktails-at-home trend benefitted the group’s Jose Cuervo brand in the US and drove a near-20% leap in year-on-year sales.

The spirits marketing balancing act between aspirational and exclusive – Click here for a Just Drinks comment