Heaven Hill Distilleries announced it has signed a licensing agreement to produce Tabasco brand Spicy Tequila. The new spirit brand is launching in five markets with bottles emblazoned with the familiar Tabasco diamond logo and typeface.
Tequila is experiencing a resurgence in the U.S. Last year the category grew more than 7% with most of sales the coming from the U.S. and Mexico. More and more consumers have been trading up to premium brands in recent years—such as PatrÃƒÂ³n, which grew by more than 50% last year, according to BrandWeek. The saucy new Tabasco brand Tequila will soon be battling for its fair share of this growing market.
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