Four varieties of El Mayor Tequila will arrive in the UK and Europe from March, brand distributor Luxco has announced. The brand’s Blanco, Reposado, Añejo, and Cristalino Tequilas are all distilled at the Destiladora Gonzalez Lux (DGL) in Mexico.

 

The distillery is run by the Gonzalez family, who boast a legacy of 150 years in Tequila. At the helm of the brand is master distiller and brand ambassador Grace Gonzalez, who works with her father, master distiller Rodolfo Gonzalez, on the range of 100 per cent agave Tequilas produced at DGL.

 

El Mayor Tequila will be distributed by Lightbox Brands in the UK and Perola GmbH in Germany, two of the high-demand European Tequila markets on which the brand is focusing.

 

Greg Mefford, international sales director at Luxco, said: “Launching a new product range to market, particularly within a different category, is always a thrill but the exciting European Tequila landscape makes the introduction of El Mayor even more significant.

 

“Premium Tequila is experiencing a meteoric rise as people start to realise the spirit’s true provenance and qualities, over previously being pigeonholed as a ‘slammer’ drink. Consumers thirst for the agave spirit provides the ideal time for education on how Tequila is intended to be enjoyed – sipped and savoured as the authentic Mexican way of drinking, mixed into beautiful celebratory cocktails, and paired with incredible foods.  We’re excited to place El Mayor front and centre within this next chapter of Tequila’s history.”