Brown-Forman has launched Herradura Legend into GTR

Global drinks group Brown-Forman has launched Herradura Legend into global travel retail, an Añejo Tequila described as smooth with a velvety finish.

The launch was supported with a pop-up at Mexico City Airport, developed in partnership with Avolta.

An ultra-prestige Tequila, the release is said to offer caramel and vanilla notes and is presented in an eye-catching black bottle. 

Herradura Legend has been naturally fermented, and after distillation has been aged for 14 months in heavily charred, new and grooved American white oak barrels.  

It is initially available in Mexico and US travel retail, and the US domestic market. 

Herradura Legend was presented at the specially designed pop-up space, alongside the brand’s wider range. 

With each bottle purchased, consumers received a Herradura glass and a branded gift bag.

Brown-Forman said the activity was “remarkably successful”, resulting in “high consumer demand” for Herradura Legend. 

According to IWSR data, super premium-plus Tequilas are set to grow by 12% in travel retail from 2023 to 2027.

“Herradura Legend marks a pivotal moment in our tequila portfolio’s evolution and we are excited to offer travellers a taste of  luxury with this carefully crafted, high-end tequila. 

“The perception of tequila has changed and it now competes with established luxury spirits such as whisky, cognac, and gin. 

“The launch of Herradura  Legend underscores our commitment to the travel retail industry and confirms our beliefs and  support in this category.” 

In 2023, Brown-Forman saw its full-year sales climb 10% to US$4,228 billion, with its performance in the global travel retail channel soaring by 43%.