Olmeca launches tequila liqueur in Spain

Following a successful test launch in Greece, South Africa and Austria, Olmeca, Pernod Ricard’s original Tequila brand, is to roll out the Dark Chocolate variant of its Olmeca Fusión range in Spain.  The premium Tequila-based liqueur with an ABV of 35% will aim to attract new consumers to the category.

The launch in South Africa, where the consumption of short drinks is currently very strong, signals a great opportunity for the brand, will be supported by ‘Release the Flavour’ themed consumer events in Johannesburg and Cape Town. Olmeca Fusión is positioned as an easy-going alternative for party people. 

Olivier Fages, International Vice President for Olmeca, says: “While bartenders across the globe are really embracing Tequila with innovative and exciting cocktails, there is still huge scope to grow the other side of the category, by recruiting young, adventurous consumers.

“The Olmeca Fusión range, which has a lower ABV than our original Tequila, currently boasts two variants, each inspired by the delicious flavours of Mexico - Dark Chocolate and Hibiscus. Like the rest of the Olmeca family they are each presented in an iconic bottle that represents the premium quality and authenticity of the product.  We are confident that this vibrant, refreshing range will be huge success for us, and look forward to monitoring its development in Spain.”

Olmeca Fusión Dark Chocolate (35% ABV): This smooth, dark chocolate drink has a rich cocoa flavour that is perfectly complemented by the distinct and authentic taste of Olmeca Tequila. Enjoy straight, over ice or in a cocktail.
Availability: South Africa, Greece, Spain

Olmeca Fusión Hibiscus (20% ABV): Olmeca Tequila is infused with fresh extracts of native Mexican hibiscus to create a refreshingly fruity drink. With distinct floral notes complementing the roasted agave flavour, Olmeca Fusión Hibiscus can be served chilled, either neat or on the rocks.
Availability: Greece, Austria

About Olmeca:
Olmeca is the original Tequila brand in Pernod Ricard’s international spirits portfolio. The No. 1 Tequila in Europe, the Middle East and Africa, Olmeca is an authentic Tahona-crafted Tequila, made from the blue agave plant, using a 500-year-old production technique. The Olmeca range includes Olmeca Tequila – the only mixto Tequila to contain a proportion of Tahona Tequila; Olmeca Altos – a 100% agave super-premium Tequila with a growing bartender following; and ultra-premium Olmeca Tezon – a 100% agave, 100% Tahona Tequila for connoisseurs.

1 October 2011 - Felicity Murray