(Photo: Mayenda Tequila)
Italian spirits giant Campari Group is continuing its foray into the premium tequila category with an agave honey-infused reposado from its Mayenda Tequila brand.
Following the footsteps of last year's Mayenda Blanco, Mayenda Double Cask Reposado aims to differentiate itself from the competition with a handful of unique tricks. Overseen by maestro tequilero Jesus Susunaga, the expression is macerated with roasted agave and agave miel (honey) before distillation. The "signature process" is said to imbue delicately sweet flavor without the addition of artificial sweeteners. Rounding out the palate, the expression is aged in a combination of American and European oak for six months prior to bottling.
The release marks a decisive move from Campari Group, best known worldwide for imprints like Aperol and Wild Turkey. The company first forayed into agave spirits with the purchase of Sammy Hagar’s Cabo Wabo in 2007 and the subsequent acquisition of Espolòn Tequila in 2009. In contrast, Mayenda is the first agave spirit that Campari has built from the ground up.
"With Mayenda Blanco, we knew we had unlocked new possibilities for expressing deeper flavors of the agave, thanks to the two extra steps in our signature process; yet it still felt like we had only scratched the surface of what was possible," maestro tequilero Jesus Susunaga said in a news release. "When developing our Reposado, we decided to employ a double cask maturation and longer aging process. This resulted in an exceptionally smooth and balanced, aged tequila that maintains the soul of our beloved Blanco."
Mayenda Double Cask Reposado is now available online at $75.
In comparison to Cabo Wabo and Espolòn, decidedly old-generation brands that typically retail between $30 and $50, Mayenda is angling for the lucrative ultra-premium market. What exactly constitutes an "ultra-premium" tequila is up for debate, though you can usually expect price tags north of $100, sleek decanters and plenty of social media promo. So-called premium and ultra-premium tequilas have propelled the spirit's growth over the past decade as consumers trade out cocktail mixers for solo sippers.
Tellingly, Campari has described Mayenda as its “first luxury brand innovation” within the tequila category. In addition to the spirit itself, each bottle comes packaged with a copper medallion bracelet designed by Mexican jeweler Mauricio Serrano.
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