William Grant Innovates On Milagro, As Double-Digit Growth Continues

William Grant & Sons has launched Milagro Añejo Cristalino Tequila, the first new release from the brand in a decade. The move comes amid a period of strong growth for Milagro. Last year, the brand was up nearly 30% to 778,000 cases, according to Impact Databank. For 2024, Milagro has seen an 17.4% bump in control states through July.

Adding a Cristalino gives the brand the opportunity to tap a hot sub-category of Tequila. “We’ve had a really terrific run and we’re seeing that continue this year,” says Harvey Purchese, senior vice president for marketing at William Grant. “We’re growing double digits, we’re gaining share in all the key channels, and the brand has a very broad footprint.”

The new Cristalino is rolling out nationally, retailing at $60. The 40% abv spirit is matured in a combination of French and American oak barrels for 18-24 months before filtration and bottling. The national push is accompanied by an extension of Milagro’s marketing platform. “We have a multimillion-dollar media campaign going behind it and it will form part of the Milagro range and the whole ‘Brighter Side of Tequila’ Milagro brand positioning,” he says.

As Tequila—especially super-premium priced options—continue to grow in the U.S., more eyes are on Cristalino releases and more brands have entered the category. Purchese cites a combination of fan pressure and category interest as reasons for launching the new Tequila now. “I think everyone is aware that Cristalino is a very important category in Mexico,” says Purchese. “I think it’s over 30% of value of the category these days and the fastest growing in recent years. And it’s starting to take off in the United States. It’s over half a million cases in the USA now. It’s growing double digits and is projected to continue growing double digits looking forward.”

For the rest of Milagro’s portfolio, Purchese sees continued growth looking ahead. He notes that, for this year, Reposado is leading the way and has reached the same size as Milagro Blanco in the portfolio. “We’re seeing Cristalino as a wonderful opportunity to keep people on that journey of trading up,” he says. “We see a lot of growth potential. It’s our biggest volume brand now for William Grant and Sons in the U.S., but it’s still small in the context of the overall category.”—Shane English

Tagged : Milagro, William Grant & Sons

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