(Photo: Jose Cuervo)
On Wednesday, industry mainstay Jose Cuervo expanded its seemingly endless portfolio with a spice-infused tequila dubbed Devil's Reserve. Bearing a light yellow hue and sweet heat taste, the release falls neatly within a Scoville-worthy spirits trend aimed at fiery party shots and spicy margaritas.
For its twist on the concept, Cuervo opted for an alcohol content of 30% ABV, 10% less than the norm for tequila sold in the U.S. The brand cites the growing popularity of lower-proofed and flavor-forward offerings as key inspirations.
Perusing statements on the release, mentions of the devil, hell and otherwise "mischievous" influences are aplenty:
“Devil’s Reserve unleashes an entirely new taste upon the world of tequila, bringing the Devil’s mischievous spirit to life for those craving unforgettable nights of adventure with the perfect drink in hand,” Lander Otegui, senior VP of marketing at Proximo Spirits, remarked in a news release. “Cuervo has an epic legacy in creating centuries of good times across 10 generations, and no one knows how to raise a little hell as much as we do. The Devil is in the details.”
In another bit of promo, Cuervo claims that the Devil himself knocked on its door with a request for his "fair share." The release is now available at select retailers nationwide at a suggested retail price of $20.99.
Jose Cuervo, perhaps the most recognizable tequila imprint in the world, is owned by the Beckmann family's Proximo Spirits. In addition to its flagship brand, Proximo produces 1800, Gran Centenario, Maestro Dobel and Gran Coramino in addition to non-agave offerings like Bushmills Irish Whisky and Three Olives Vodka. To add some perspective, three of the top 10 best-selling tequilas of 2023 were run by Promixo — Cuervo, the top dog, surpassed the second runner-up by nearly three-fold.
From the looks of its latest bottling, the brand is eager to stay in touch with the tastes of the day.
Thanks in part to cocktails and the viral appeal of challenge-worthy pepper showdowns, spicy spirits have undergone a renaissance over the past couple of years. No release exemplifies this trend better than New Amsterdam's recently unveiled Heat Check Vodka, produced in collaboration with the "Hot Ones" interview show hosted by Sean Evans.
Elsewhere, the genre has proven particularly popular in the tequila space. Fiero, Ghost and Barullo have each innovated the idea in different directions, using serrano peppers, ghost peppers and watermelon flavor in their respective recipes.
For more information on Devil's Reserve, find the product site here.
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