After Doubling Last Year, Mijenta Targets Bigger Share Of Luxury Tequila
February 21, 2024Mijenta, the Tequila brand from former Bacardi CEO Mike Dolan Sr., more than doubled in size last year at the high end of the category, and growth is expected to continue apace in 2024 as distribution expands at retail around the country. Firmly planted in the luxury tier of Tequila with its Blanco starting at around $50 a bottle, Dolan sees plenty of expansion potential for Mijenta, which jumped from 18,000 cases in 2022 to 43,000 cases last year, according to Impact Databank.
“I think there’s a huge amount of runway for us,” he told SND. “We’re just beginning to scratch national accounts and chains. The opportunity to grow at the expense of vodka is huge.” In years past, Mijenta has skewed roughly 70% on-premise to 30% off-premise, but Dolan expects its enhanced focus on retail will bring the brand to a 60%/40% split this year, further approaching a 50%/50% balance in 2025 and beyond.
Beginning late last year, Mijenta sharpened its focus on chain retail in addition to boutique retail and high-end on-premise accounts after tapping industry veteran Patrick Kane as vice president, national accounts. “He landed about four or five major accounts for us. None of it affected 2023, but those are accounts that will begin to show in 2024,” said Dolan. “What we’ve done as well is maintain our standards so that we haven’t cut prices. We play at the top end of the league.”
The Mijenta range includes a Blanco ($49), Reposado ($70), and Anejo ($200) as its flagship offerings. In recent days it has launched a new limited-edition Cristalino ($120) as well. The 40% abv spirit is made from Reposado Tequila matured in “symphony” barrels—made using American oak staves from Missouri, Pennsylvania, Minnesota, and Virginia—for roughly eight months.
The release comes amid a wider period of growth for Cristalino Tequilas, which are filtered after aging to present a clear spirit. Mijenta’s entry into the Cristalino subcategory follows Tequila giants like Proximo expanding brands like Gran Centenario and Gran Coramino, among others, into the segment, as well as launches from newer labels like Wes Brands’ Flecha Azul and a forthcoming offering from Zamora Co. and NFL quarterback Dak Prescott, among many others.
Cristalino dollar sales grew by 39% in 2023 in Nielsen channels against the prior year. “Part of the growth is the general trend towards more experimentation in Tequila,” said Dolan. “What we’ve got is a Cristalino that, as [brand co-founder] Juan Coronado likes to say, drinks like a Reposado with the clarity of a Blanco that allows you to make really great cocktails with it, in particular cocktails that replace vodka.” In line with targeting vodka drinkers, the Cristalino’s marketing includes a series of videos featuring notable bartenders perfecting their own Mijenta Martini recipes.—Shane English
Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.Tagged : Mijenta
