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October 2010

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The Premium Instigator

By: David Gadd

"It's a great year to be in the premium tequila business." So says Amy Weisenbach, U.S. Director of Tequila and Rum for Beam Global, and she ought to know. As the person responsible for Beam Global's tequila portfolio, which includes five brands on three tiers, Weisenbach is most excited about Hornitos, her premium tequila.

She's got the figures to back up her enthusiasm. "Premium tequila is up 16 percent in volume for the latest 13 weeks, outpacing the category," she tells THE TASTING PANEL, "while standard and super-premium brands are lagging. And Hornitos is even outpacing premium tequila, up 22.3 percent over the same time period."

Impressive stats, given that all the buzz in tequila for as long as most of today's drinkers can remember has been centered around super-premiums (where Beam positions its venerable Tres Generaciones and El Tesoro brands). But there's still an even more impressive number to come: Hornitos Plata is up an almost incredible 74 percent, Weisenbach reports. That's what we call premium performance.

What factors could fuel such phenomenal growth? Let's find out.

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