Brown-Forman has collaborated with Avolta to feature Herradura Legend tequila at Mexico City International Airport
Brown-Forman has launched Herradura Legend – a prestige expression from the well-known tequila brand – into global travel retail.
According to Brown-Forman, the launch marks the expansion of the company’s tequila portfolio in the channel. Brown-Forman celebrated this important milestone with a pop-up at Mexico City International Airport. The activation was described as “remarkably successful”, resulting in a high consumer demand for this product.
The specially designed pop-up space, in cooperation with Avolta, invited travelers to experience the exceptional liquid while immersing themselves in the brand's world.
The pop-up showcased not only the ultra-premium Legend but the full range of Herradura tequilas. Sampling was available to encourage consumers to discover the smoothness of the liquid, which boasts notes of caramel and vanilla and a velvety finish. A Herradura glass in a branded bag was offered as a gift with purchase.
Herradura Legend is initially available in the Mexico and US travel markets and on the US domestic market.
Stéphane Morizet, Marketing Director GTR at Brown-Forman, said, “Herradura Legend marks a pivotal moment in our tequila portfolio's evolution and we are excited to offer travelers 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."
As the super-premium and above tequila category shows remarkable growth in global travel retail, forecasted to experience a double-digit Compound Annual Growth Rate (CAGR) of over 12% increase between 2023 and 2027 (source: IWSR), Brown-Forman said it is strategically positioned to meet the rising demand for super premium and above expressions.
Known for its finely crafted tequila since 1870, Casa Herradura “continues to exemplify this tradition with its latest offering, the Herradura Legend”. This añejo tequila undergoes a meticulous process, including natural fermentation, distillation, and maturation for up to 14 months in heavily charred, new and grooved American white oak barrels. The result is a tequila with a rich, deep color and a velvety smooth taste, finishing with notes of caramel, vanilla, and toasted agave that linger on the palate.
