MEXICO. Tequila Corralejo is spearheading a drive into travel retail with its tequila range in the 200th anniversary year of Mexico’s Independence.
This year’s historic celebrations represent a milestone for the leading brand because the liberation was led by Miguel Hidalgo y Costilla, who was born in Hacienda Corralejo.
The ancient Hacienda, dating back to 1755 and located in the state of Guanajuato, some two hours’ drive from Guadalajara, is not only known in Mexico as the birthplace of Hidalgo. It also produces a range of award-winning tequilas, comprising Corralejo Blanco, Reposado, Añejo, Triple Destilado and the flagship 100% agave Gran Corralejo.
The products are distinguished by Hidalgo’s signature on the labels and the first national flag of Mexico embossed as a crest on the glass bottle, to symbolise the brand’s heritage.
Raffaele Berardi of Mexican liquor group Fraternity Spirits, which owns the commercial rights to the brand internationally, told The Moodie Report at the TFWA Asia Pacific exhibition last month that the Corralejo brand was present in travel retail outlets across South America, including US/Mexico and Canadian border stores. In Europe, the brand is expanding thanks to Aldeasa’s growing travel retail network.
Other duty free locations where Tequila Corralejo is present include India, Sri Lanka and the Maldives, and border shops in Russia. The brand is exported to 70 countries.
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Tequila Corralejo’s Triple Destilado is among the company’s award-winning products |
Berardi’s aim is “to expand into the existing [travel retailer] groups, to establish Tequila Corralejo as a key brand” and to take advantage of the international platform offered by the travel retail trade.
Tequila Corralejo products won Double Gold in the San Francisco World Spirits Competition in 2006 and 2007. The brand builds its own wooden casks from French and Canadian oak and Mexican wood, and uses the alembic system for the distillation of its Cognac quality agave juice.
Travel retail prices run from about US$25-30 for Blanco, US$30-35 for Reposado and US$45 for Añejo.
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