Pernod Ricard is combining with Young's Market Co. to roll out a premium Tequila in the US. 

The company said that the brand, named Tevado, offered a "step up" in quality and versatility for retailers, on-premise accounts and consumers from today's big volume Tequilas.

Tevado, which joins the Olmeca and Viuda de Romero brands in Pernod's Tequila portfolio, launches in California this month, with a 750ml bottle retailing at US$19.99. At retail, Tevado will be available in a Margarita co-pack that includes a 750ml Tevado and a bottle of Finest Call Margarita Mix.

Pernod intends to follow up a summer launch programme with a fully integrated holiday push beginning in October.

Pernod Ricard USA western division marketing director Jeff Torres said: "Our new enhanced portfolio of premium brands allows Pernod Ricard to compete effectively in all key spirits segments with one exception - the dynamic premium tequila segment. Tevado Tequila is the missing piece of our puzzle on the west coast."