Sierra Tequila

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Sierra Tequila in the qualities Silver (unstored Mixto-Tequila) and with 100% agave: Milenario Reposado and Antiguo Añejo (from left to right)

Sierra Tequila is a brand for the spirit Tequila and belongs to the company Borco-Marken-Import from Hamburg . The tequilas are manufactured in the Destilerías Sierra Unidas, SA de CV, Guadalajara , Mexico , in which Borco has a majority stake. The special feature of the brand is a plastic sombrero that is attached to the bottle cap.

history

Sierra Tequila was launched on the German market in 1981 and in the 1980s it developed into the market leader in the then rapidly growing tequila segment in Germany. Between 1987 and 1991 the market share of Sierra Tequila increased from over 70 to almost 90% and at times recorded the highest annual growth rates for spirits sales in the food retail trade (LEH) at up to 45%. Accompanied by an intensive advertising campaign started by the manufacturer in 1989 with the slogan Inside good, outside with hat , for example, 1.8 million bottles were sold in 1990. In addition to the Sierra brand , the characteristic bottle shape including the attached sombrero is protected in Germany and numerous other countries. Today (2015) the market share of Sierra Tequila in Germany - the third largest tequila market worldwide after Mexico and the USA - is still 75% according to the manufacturer. In addition, Sierra Tequila is exported to over 90 countries. From a global perspective, however, the José Cuervo brand determines the tequila market and, as the market leader, has the largest market shares internationally.

Products

Paloma , a signature drink from Borco made from the pink grapefruit lemonade of the same name and Sierra Milenario Tequila.

Sierra brand tequilas are available in the seven qualities Silver , Reposado , Antiguo Blanco and Antiguo Extra Anejo as well as Milenario Blanco , Milenario Reposado and Milenario Extra Anejo . The Silver and Reposado variants are more likely to be viewed as lower-priced tequila and are Mixto-Tequilas. This means that only 51 percent of the sugar used for alcohol production has to come from the agave azul ( blue agave ), and mixtos can also be exported filled in tanks and only diluted to drinking strength and bottled on site. In contrast, the Antiguos and the Milenario tequilas introduced in 2007 and 2009 are 100% de agave tequilas, so the alcohol they contain is obtained exclusively from fermented agaves. According to the regulations of the Mexican regulatory authority Consejo Regulador del Tequila , these qualities must already be bottled in Mexico, whereby the bottling of barrel-aged tequilas is only allowed under state supervision. Above all, the Milenario tequilas are positioned as premium brands; the bottles have a different shape and are delivered without the brand-typical sombrero.

Sierra Margarita Supreme, a ready-to-use cocktail mix, has been available on the German and international markets since 2011 . In the same year, Borco launched Paloma Pink Grapefruit Lemonade, a non-alcoholic, carbonated soft drink in Germany and Austria, which is produced on behalf of Destilería Sierra SA. The lemonade was specially developed according to the manufacturer with its additives such as agave syrup, lime and sea salt to in combination with Sierra Tequila to Mexico popular cocktail and without other ingredients Paloma , a long drink variant of Margarita to mix, which since then as The brand's signature drink is advertised.

In 2015, the range was expanded to include two tequila-based liqueurs , which are also sold in the brand-typical bottle with sombrero: Sierra spiced with the Mixto-Tequila Sierra Reposado, cinnamon and orange and Sierra café with Sierra Silver and coffee aroma. The alcohol content of both is 25% vol .

Web links

Individual evidence

  1. ↑ Maximilian Jopp: Sierra Archives - Spirituosen-Journal.de. In: spirituosen-journal.de. June 10, 2012, accessed October 13, 2015 .
  2. ↑ a b Sierra Tequila: Inside good, outside with a hat ( Memento of the original from March 21, 2016 in the Internet Archive ) Info: The archive link has been inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. Marketing portrait of the General Association of Communication Agencies (GWA) from 1991, accessed on October 13, 2015. @1@ 2Template: Webachiv / IABot / archiv.gwa.de
  3. ↑ Register entry at the German Patent and Trademark Office (DPMA), accessed on October 13, 2015.
  4. ↑ Great demand has used up supplies: high-proof tequila is running out. In: www.handelsblatt.com. Retrieved August 21, 2016 .
  5. ↑ Facts & Figures - Borco. In: borco.com. Retrieved October 13, 2015 .
  6. ↑ Christian Kopp: Fire it up. Sierra spiced and Sierra café . Note on the market launch in: Mixology No. 5/2015, p. 14.