Seattle Black Rock Spirits Hot Donkey cinnamon Tequila

Seattle Black Rock Spirits' Hot Donkey cinnamon Tequila

Seattle Black Rock Spirits' Hot Donkey cinnamon Tequila

Category - Spirits, Tequila, flavoured, 35% abv

Available - From this month

Location - US, initially in Washington state, ahead of a country-wide release by the end of 2014

Price - Varies from state to state, but typically in the mid- to high-US$20 range.

Privately-owned Seattle Black Rock Spirits has launched a cinnamon-flavoured Tequila in the US. Hot Donkey has been released with one eye on the burgeoning cinnamon-flavoured whiskey sub-category, which is led by Sazerac's Fireball brand.

Almost exactly a year ago, the Beckmann family launched Jose Cuervo Cinge, a cinnamon-infused Tequila, in the US.

Show the press release

Seattle Black Rock Spirits, importers of Sparkle Donkey Silver and Sparkle Donkey Reposado tequilas are introducing “Hot Donkey”, a new cinnamon-flavoured shooter to the US Market. Hot Donkey is 70 proof (35% ABV) and is made with 100% Agave Sparkle Donkey Reposado tequila (aged 8 months in American oak barrels), with only organic agave honey and natural cinnamon flavor added.

Tongue­in­cheek company literature claims that the brand actually dates back hundreds of years, and was introduced and discontinued in various packaging formats at least four times over the last century. Hot Donkey continues the narrative of the “Sparkle Donkey”, claiming to be a brand which is hundreds, if not thousands of years old. A documentary about the sighting of ‘El Burro Esparkalo’, about a donkey that “saved a village” by bringing barrels of tequila down the mountain can be viewed at www.sparkledonkey.com.

The timing of the introduction (or “re­re­introduction” according to the campaign) is meant to ride on the surging popularity of Fireball Cinnamon Whiskey. Fireball sales grew from 450,000 cases in 2011 to nearly 1.9 million cases last year, including a 1­million case jump in 2013, according to trade publication Shanken News Daily.

Hot Donkey follows on the heels of the rollout of another cinnamon tequila earlier this year, Jose Cuervo Cinge, which is a Mixto tequila. Black Rock Spirits decided to use their 100% Agave aged Reposado as the base, both for taste and quality reasons. According to Shanken Daily News, although the U.S. Tequila market is up, the market’s growth trends have created “a sharp divide, with 100% Agave entries generally thriving while mixto Tequila (which requires no more than 51% blue agave in its composition) has seen its share eroded.” Hot Donkey also adds less than half of the sugar of many other popular shooters like Fireball or Jaegermeister. The base tequila (Sparkle Donkey Silver) was recently awarded the Gold Medal (rated 93 points, “Exceptional”) at the BTI International Spirits Competition.

The product will be available in Washington initially with other states to follow by year end. Prices vary from state to state, but Hot Donkey will typically retail in the mid­ to high­20 dollar range.

Original source: Company Release