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Orange Wine RTD Tekeen Expanding Quickly In Home Market Of Texas

May 28, 2015

Orange wine-based RTD Tekeen debuted in its home state of Texas last year, and after a strong start, marketer Tekilazo Beverages is expecting further expansion in off-premise channels under a new partnership with Republic National Distributing Company (RNDC). Tekilazo president and CEO Christian Alvarez says Tekeen could reach 20,000 nine-liter cases in the Texas market over the next year as its retail presence spreads across the state.

Tekeen (12% abv) is a blend of orange wine (made from orange sugar solids and other ingredients), agave nectar and natural flavors and comes in Cucumber Lime, Grapefruit and Passion Fruit Lime variants. While its flavor lineup is loosely based on flavors typical of Mexico, the brand is aiming for a broad general market following.

This spring, Tekilazo partnered with RNDC in Texas following an initial period of self-distribution. During that time, Tekeen ($13.99 a 750-ml.), which first launched in the Austin market, gained a strong following in the Dallas/Fort Worth and Rio Grande areas. The company says that in September it will roll out in HEB stores. Plans call for expansion into California and Florida next.

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