Latitude Beverage Co’s Tequila Zarpado

Category – Spirits, Tequila, 40% abv

Available – From this week

Location – The US, available in Colorado, Connecticut, Delaware, Illinois, Maryland, Massachusetts, Minnesota, New Jersey, New York and Rhode Island

Price – SRP of US$24.99 per 75cl bottle

Boston-based Latitude Beverage Co is joining the ranks of Tequila brand owners in its home market with a new Blanco expression.

Tequila Zarpado, which hits ten US states this week, is produced by the Becherano family at its Cavas de Don Max distillery in the Los Valles region of Jalisco, south-east of Guadalajara. The pack label has been designed by Chihuahua-based artist Joaquin Nava.

“While the Tequila shelves in the US have grown substantially in the past few years, there really aren’t any new brands that are bringing this high quality of handcrafted, small-batch Tequila at an under-$25 price point,” said Latitude’s spirits director, Terry Lozoff.

Founded in 2007, privately-owned Latitude developed a business model around buying wine oversupply from “highly-rated wineries across the globe” then selling the wine at a lower price under its own brand names. The company unveiled a rye whiskey, Wheel Horse, just over a year ago.

The Becherano’s are also Tequila brand owners in their own right through “ultra-premium” Cantera Negra, the Blanco expression retailing at around US$40.

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