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April 1, 2021

Don Ramon targets US women, younger drinkers with Tequila additions

Dialce has unveiled a three-strong series of Tequilas to its Don Ramón Mexican spirits brand portfolio in the US.

By Jason Ingle

Dialce has unveiled a three-strong series of Tequilas to its Don Ramón Mexican spirits brand portfolio in the US.

The series, grouped under the Tequila Don Ramón Platinium Collection, is made up of three clear Tequilas, two of which are Cristalino expressions. According to the company, there are only about 24 Cristalino Tequila iterations currently available in the US.

The range comprises:

  • Platinium Plata – double-distilled in steel tanks – SRP of US$42
  • Platinium Cristalino Reposado – double-distilled and aged in American and French oak barrels for four months – SRP of $44, and
  • Platinium Cristalino Añejo – double-distilled and aged in American and French oak barrels for 12 months – SRP of $46

“As the Tequila industry gathers popularity among more female and younger consumers, preferences for the spirit have been shifting,” said Casa Don Ramón’s maestro tequilero, Jesus Reza. “This audience is drawn to clear spirits that are aesthetically pleasing, which are still bold in flavour like the traditional amber expressions.”

Late last year, Dialce, which also has bulk-sale and private-label spirits operations, launched a Don Ramón mezcal for the US. The company acquired Jalisco-based Casa Don Ramón three years ago.

Why Diageo is winning the slow-and-steady Tequila race – Click here for a just-drinks comment

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