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Brown-Forman Targets On-Premise With Upscale Herradura Ultra

June 10, 2015

Brown-Forman has launched Herradura Ultra, a new super-premium Tequila entry. Rolling out this month, Ultra features a base of Herradura’s Añejo Tequila blended with Extra Añejo that has been aged for up to 49 months in American white oak barrels, with the liquid then filtered to remove color.

Ultra will initially be available on-premise in key markets, including California, Florida, Georgia, Nevada and Texas. Herradura Ultra joins Blanco, Silver, Reposado, Añejo and Selección Suprema Extra Añejo expressions in Herradura’s portfolio. According to Impact Databank, Herradura grew 12% to 130,000 cases in the U.S. last year.

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