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Moet Hennessy prepares Tequila entry with Volcan de mi Tierra JV

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Moët Hennessy is to enter the Tequila category for the first time next year with the launch of the super-premium Volcan de mi Tierra.

Moet Hennessy is part of the LVMH group

Moet Hennessy is part of the LVMH group

The project is in partnership with Mexico's Gallardo family, which Moët Hennessy said has roots in Tequila's Jalisco region. The two sides have formed a joint venture and expect the Volcan brand to launch in the first half of 2017.

The product will be available in Blanco and Cristalino (clear anejo) and targets the high-growth super-premium end of the market, which represents more than 3.5m cases with successive years of double digit growth, Moët Hennessy said. It will be produced at the Volcan distillery in the Mexican Lowlands, at the base of the Tequila Volcano. The distillery is being renovated by the joint venture.

Moët Hennessy is the wines and spirits division of the LVMH group.

Tequila is a growing category in the US and a number of companies have expanded their footprints in the past few years or entered for the first time. Last month, SPI Group bought into Fabrica de Tequilas Finos, a Mexican distiller that owns and produces around 20 Tequila brands, including KAH, Don Camilo, Agave 99, Zapopan and Tonala.


Sectors: Product launches, Spirits

Companies: LVMH Group

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