Tequilera Milagro is introducing a new promotional dual-pack to travel retail at next month's IAADFS Show of the Americas, combining a 75cl bottle of Milagro Silver Tequila with a 37.5cl bottle of Milagro Ultra Premium
Agave Nectar – a 100% certified organic sweetener.
This new offering can be found on the William Grant stand (number 100) at the show in a presentation box which also includes a recipe for 'the world's freshest Margarita' using the Agave Nectar and fresh squeezed lime juice in place of the traditional triple sec and sour mix.
Tequilera Milagro Regional Manager LATAM/Duty Free Pablo Boggio said: ‘Following huge success with this promotion in the US domestic market, we have decided to launch the campaign to travel retail with availability from this summer.'
Also new at the show will be a Milagro Select Barrel three-pack, comprising 37.5cl bottles of Silver, Reposado and Anejo Tequilas. This will be available to the travel retail market from March 2010.The tequila company says that it has had a highly successful year for Tequilera Milagro, with sales showing significant growth in both US duty paid and US and Latin American duty free markets (+ 21% and 27% respectively).
Boggio said: ‘Milagro is now the second-largest brand by value in Mexican duty free and we have seen valuable growth in the US market over the past year with six new customers covering southern border stores, airports and cruise ships/ports as well as a number of new airport listings in Latin America.’
As a result he points to product listings at New York JFK T3 and T7, Newark, O'Hare, Detroit Metro, Boston Logan and Dulles airports. Additionally, in Latin America the brand is now also present in Panama, Nicaragua, Colombia, Guatemala, Salvador and Honduras.
Boggio says he is now confident that this distribution will continue to grow during 2010 with travel retail markets increasing on the back of further domestic launches in Central America, the Caribbean and South America – as well as further afield in the UK, France, Lebanon and Ukraine.