Ten Locks expands El Tequileño range with new premium tequilas

Drinks company Ten Locks has added four new premium products to its portfolio from the tequila brand El Tequileño’s prestigious 1959 range.

Available to independents, high-end retailers, speciality food shops and drinks stores, the four-strong El Tequileño 1959 range lands in the UK this month with Ten Locks confirmed as the exclusive UK distributor.

The four SKUs are Platinum, Reposado Gran Reserva, Añejo Gran Reserva and the world’s first and only Reposado Rare, with prices ranging from £40 for the Platinum (700ml) up to £150 for the Reposado Rare (700ml).

“We brought the first El Tequileño products to the UK in October 2020 and we have had a phenomenal response, so we see real promise for the new 1959 range, especially in the run up to Day of the Dead in November and the busy festive season,” Becky Davies, head of commercial at Ten Locks, said.

“Retailers can tap into the increasing appetite for top quality tequila and unlock the potential of a sector that’s really making its mark here in the UK, with El Tequileño leading the way and raising the bar in terms of quality.”

The four new tequilas pay homage to the year of the brand’s creation, renowned as one of the world’s most sought-after tequila brands. Founded by tequila pioneer Don Jorge Salles Cuervo, the brand was named to honour the people of the town of Tequila, Mexico.

“Tequila has been gaining momentum over the summer season with El  Tequileño  doing a great job in educating the trade and consumers on the virtues of agave spirits. There’s a clear trend for trading up as drinkers are prepared to spend that bit more on an indulgent or unusual drink so we know the UK is ready for the premium, high quality 1959 tequila range from El Tequileño,” Davies said.

Steffin Oghene, vice president of business development at El Tequileño, added: “Ten Locks has been instrumental in the success of our brand in the UK over the last 12 months. We’re confident UK drinkers will welcome our 1959 range – British consumers like to know what they are drinking and are curious, asking questions and increasingly showing a genuine enthusiasm for Mexican agave spirits. Education and experimentation are key to the success of tequila – there’s so much room to grow in the UK and El Tequileño will show how exciting, enjoyable and diverse tequila can be.”

RRPs: El Tequileño 1959 Platinum £40 (700ml), El Tequileño 1959 Reposado Gran Reserva £50 (700ml), El Tequileño 1959 Añejo Gran Reserva £70 (700ml), El Tequileño 1959 Reposado Rare £150 (700ml).