Mexican Tequila House Sauza has today announced the UK launch of Sauza Hacienda, a premium 51% Reposado Tequila and one of Mexico's fastest growing Tequila brands.

"Our intention for Sauza Hacienda is to fill the gap that exists between Blanco and 100% Reposado Tequila's with a high quality 51% Reposado that will encourage both the trade and consumers to move away from the ubiquitous and limiting shots into long mixed drinks" said Gareth Brown senior brand manager for Sauza in the UK. 

"Sauza's strong heritage and premium positioning alongside Hacienda's unique flavour profile and our trade support programmes puts us in a great position to affect this change", he said.

Sauza will be undertaking a series of trade promotional programmes all designed to encourage long or mixed drinking, it said.

"The fact that Tequila represents just 1% of the 10m-case UK white spirit market clarifies the potential that the category has moving forward", Brown said. "The change in consumer drinking away from RTD's to premium mixable spirits in recent years; the premiumisation of brands in top end bars and increased focus on moderate consumption of alcohol all add weight to the launch of Sauza Hacienda", Brown concludes.