Campari Expands At Tequila’s High End

Campari Group is bolstering its agave portfolio with the launch of Mayenda, a new high-end Tequila offering. Created by maestro tequilero Jesus Susunaga and his team at Casa San Nicolás distillery, Mayenda’s name pays homage to Mayahuel, the Aztec goddess of agave.

Launching this month, the brand is debuting with a Blanco expression retailing at $70. The 100% blue agave sipping Tequila is made with two additional steps to the production process that Campari says enhances its flavor: steeping the roasted piñas (agave hearts) in the base distillate; and blending with agave miel, the “honey” from the agave cooking.

Raul Gonzalez, global managing director for spirits at Campari Group, called Mayenda a “truly differentiated Tequila,” and one that will “meet and exceed the expectations of an increasingly knowledgeable consumer.” Mayenda will join Espolòn and Cabo Wabo in the Campari Tequila stable. Espolòn recently earned Impact “Hot Brand” honors after surpassing 1.1 million cases on 13% growth in the U.S. last year.—Daniel Marsteller

Tagged : Campari, Mayenda

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