Exclusively Tahona Handcrafted Tequila Introduced to US Market

May 2006– Pernod Ricard USA recently announced the U.S. launch of a new 100% blue agave super-premium tequila. Imported from Arandas, in the highlands of Jalisco, Mexico, Tequila Tezón is extraordinarily distinctive - the only exclusively Tahona processed tequila available in the country. The full Tequila Tezón range will include a Blanco, a Reposado and an Añejo.

Tahona refers to an ancient, authentic and highly revered volcanic millstone technique. A colossal crushing wheel, fashioned from tezontle (volcanic stone found in Mexico), and weighing up to two tons, is employed to pulp the agave. This method, the cornerstone of the process, is employed in preference to the ordinary modern day mechanical means. The juice and the fibers of the agave are then slowly fermented and distilled (on the first occasion) together. These factors create a unique aroma and taste since the essence of the agave is conserved, therefore resulting in a richer, more flavorful tequila.

“Tequila Tezón is unlike any tequila available in the U.S.” explains Kevin Fennessey, Senior Vice President of Marketing for Pernod Ricard USA. “There is no other tequila available here which is produced in this scrupulous way by our team in Jalisco. We’re living in a world increasingly dominated by automation and Tequila Tezón offers an occasion to recall an era long gone, when hand-craftsmanship was paramount.”

This super-premium tequila has an unrivalled character and smoothness to its aroma and taste owing to the precision and zeal that goes into its production. The Tahona method involves hand selecting and harvesting the agave (grown on the estate grounds), slow-roasting it for three days, and distilling the treasured blend in unusually small quantities, all of which secures its unimpeachable quality. The bottle itself is hand-fashioned, again demonstrating the brand’s commitment to producing this extremely special tequila. Even the packaging tells a story - the symbols on the metal band represent the unique production process employed - the agave, the fire, the tahona stone and the ‘spirit’ of Tequila Tezón.

“The super-premium segment of the tequila category has been growing at an estimated 25% over the past five years, and Tequila Tezón marvelously compliments our global portfolio,” states Kevin Fennessey. “We are working with the most state-of-the-art tequila distillery, and with craftsmen who have unparalleled knowledge and experience in making tequila. We are absolutely committed to ensuring that the product is well supported nationally.”

Due to the deeply labor-intensive nature of each and every step of the production process, Tequila Tezón can only be released in limited quantities. Available nationally in May 2006, the range will be priced from $50, $60 and $70.

 SOURCE Tequila Tezón