MEXICO. Brown-Forman has introduced premium añejo tequila Herradura Legend to the travel retail channel. Its launch was supported by a flagship pop-up at Mexico City International Airport, unveiled in collaboration with Avolta.
The expression is initially available in Mexican travel retail, and in the US travel retail and domestic markets.
The disruptive animation at Mexico City International Airport showcased not only Legend but the full range of Herradura tequilas.
The space invited travellers to sample the expressions and immerse themselves in the brand experience. On purchasing a bottle, shoppers received a complimentary Herradura glass in a branded bag.
Herradura Legend is crafted by Casa Herradura, a tequila producer founded in 1870 in Amatitán, Jalisco. Legend undergoes natural fermentation and maturation for up to 14 months in heavily charred, new and grooved American white oak barrels.
Brown-Forman Marketing Director Global Travel Retail Stéphane Morizet said: “Herradura Legend marks a pivotal moment in our tequila portfolio’s evolution. We are excited to offer travellers a taste of luxury with this carefully crafted, high-end tequila.
“The perception of tequila has changed, and it now competes with established luxury spirits such as whisky, Cognac and gin.
“The launch of Herradura Legend underscores our commitment to the travel retail industry and confirms our beliefs and support in this category.”
The super-premium and above tequila category is recording growth in travel retail. It is forecasted to achieve a double-digit compound annual growth rate of +12% between 2023 and 2027, according to International Wine & Spirits Research. 
