Jose Cuervo launches silver tequila

Diageo has added a premium silver tequila to its portfolio – the Jose Cuervo Especial Silver. Better known as Cuervo Silver, the spirit has been developed to represent the premium end of the tequila market.

Jose Cuervo stated that the launch coincides with a significant increase in popularity for silver tequilas. “We are excited to launch the first ever line extension of the world’s number one selling Tequila, Jose Cuervo Especial Gold,” said Toby Whitmoyer, brand director of Jose Cuervo.

“Jose Cuervo Especial Silver is a spectacular addition to a portfolio designed to meet the diverse needs of our consumers and the many occasions in which they enjoy our products,” he added.

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The tequila will initially be launched in the US at locations where Jose Cuervo Especial Gold is already sold. RRP is expected to be $17.99 750ml.

Jane Parkinson, 18.03.09