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Stoli Group Unveils New Upscale Tequila, Villa One

August 28, 2019

Stoli Group has partnered with musician and actor Nick Jonas and fashion designer John Varvatos on a new high-end Tequila brand called Villa One. The new entry will debut nationally next month, including 100%-blue agave Silver ($45 a 750-ml.), Reposado ($50), and Añejo ($60) expressions made at Stoli Group’s Fabrica de Tequilas Finos distillery by master distiller Arturo Fuentes. All are at 40% abv.

The Villa One brand was inspired by a trip that Jonas and Varvatos took to Mexico last year. The duo is responsible for Villa One’s bottle design, which includes jewelry-inspired metalwork that’s a signature of the John Varvatos brand, and will promote the label under the tagline “Life as it should be.” Stoli Group acting president and CEO Rudy Costello noted that the ultra-premium Tequila space is continuing its strong growth trend, and is projected to expand by about 8% this year.

“At launch, we’re focusing on high-quality distribution channels and ensuring that the brand is introduced the right way,” Stoli noted in a statement to SND. “We own our own distillery, so we can manage demand along the way, but we do have long-term aspirations to compete with the top five tequilas in the ultra-premium sector.” Villa One joins the existing Cenote Tequila in Stoli Group’s brand stable.—Daniel Marsteller

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