Trinchero-Marketed Tres Agaves Tequila Opens New Distillery, Goes Fully OrganicMarch 21, 2019
Amid the current boom for 100%-agave Tequila, the Tres Agaves brand—handled in the U.S. by Trinchero Family Estates—has opened a new distillery on a 40-acre property in Amatitán, Jalisco, and named a new master distiller. Barry Augus, president and CEO of Tres Agaves, tells SND that the distillery has an initial annual capacity of roughly 67,000 cases, but can be expanded over time. “We can double our capacity virtually overnight as we grow into it,” Augus says.
While the Tres Agaves portfolio contains the standard trio of Tequilas—Blanco, Reposado, and Añejo—the brand also extends to a series of agave-based mixers including an agave syrup, a Margarita mix, and a Bloody Mary mix. Both the Tequila and non-alcoholic sides of the portfolio continue to grow, according to Augus. “On the Tequila side, this year, we should be doing somewhere in the neighborhood of 50,000 cases,” he says. “The mixers, this year, we anticipate doing several hundred thousand cases.”
Augus says the mixers create a path to the off-premise. “It’s paved the way for us on the Tequila,” he says. “Retailers do really well with the mixers and they become more open to bringing the Tequila in.”
To lead the production team at the new distillery, Tres Agaves has tapped Iliana Partida as its new master distiller. Partida’s family distillery has produced Tres Agaves prior to the opening of the brand’s own facility. Moving forward, Tres Agaves will only produce organic Tequila. “The traditional way to take care of the agave, to harvest and process it, never used fertilizers” and non-organic products, says Partida, adding that environmental stewardship and sustainability are vital to Tres Agaves.
Tres Agaves’ organic Blanco Tequila ($30 a 750-ml.) is now available across the U.S. The brand’s organic Reposado ($30) will be available in July and the organic Añejo ($35) will launch in January 2020.—Shane EnglishSubscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.