Tequila and Ready-to-Drink are currently the fastest growing segments, an ideal time for the launch of Hornitos.
The hard seltzer craze is transforming the market. As a result, it is reaching new segments such as tequila. Originally produced by breweries, seltzer drinks are enjoying effervescent success. An opportunity Beam Suntory with its Hornitos brand has decided to seize to conquer both sectors.
The new launch, announced last week, comprises two flavors – Lime and Mango. These flavors also use Hornitos tequila as a base. And for the hard seltzer, they mix with sparkling water. The brand’s 5% alcohol extension will debut in “select markets” before rolling out across the U.S. over the summer.
Founded by Don Francisco more than 70 years ago, Hornitos tequila prides itself on its “shot drinking” philosophy. As the brand claims, it has driven its immersion into the increasingly popular seltzer market.
Rashidi Hodari, general manager of Tequila at Beam Suntory, said, “The tequila and ready-to-drink cocktail segments are two of the fastest growing segments in the spirits category right now. They have an increase in hard seltzer retail sales of 225% in the last year alone.”
“With our pioneering history, we are excited to build on this momentum and bring tequila and seltzer together. Thus, offering an entirely new Hornitos Tequila experience for those looking for a refreshing, premium ready-to-drink beverage.”
According to Forbes, forecasts indicate that sales of the Hard Seltzer segment will reach US$4.1 billion by 2020, with 160% growth. By 2027, they are expected to reach $14.5 billion in sales.
For more information on Hornitos Tequila Seltzer, visit BeamSuntory.
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