As tequila continues to rise, Campari Group has expanded its agave spirits portfolio with the launch of a new tequila, Mayenda.
The brand will debut with a blanco expression available in Mexico and the U.S. this week, retailing at $70.
The launch comes at a time when the premium plus tequila segment shows no signs of slowing down. Ultra tequila (+$50) picked up 11% of the category’s share in dollars over the past four years, according to recent data from NIQ. Tequila and mezcal sales were up 17.2% to $6 billion last year, and of the nearly 3.1 million 9-liter cases of new sales of tequila and mezcal, 61% were in the high-end premium and super-premium categories, according to the Distilled Spirits Council of the United States.
The new tequila is produced by Maestro Tequilero Jesus Susunaga at Casa San Nicolás (NOM 1440), where the spirit company’s other tequilas, Espolòn and Cabo Wabo, are also produced.
“We saw an opportunity for Campari to bring not just category leadership and sales credentials, but a true depth of knowledge, experience, and artistry from our team at Casa San Nicolás,” said Raul Gonzalez, global managing director for spirits at Campari Group in a statement.
“With our global reach and Mexican spirits expertise, we had the tools to craft a truly differentiated tequila – one that we knew could meet and exceed the expectations of an increasingly knowledgeable consumer.”
The tequila is made with two additional production steps that enhance its flavor, according to Campari: steeping the roasted agave hearts in the base distillate and blending with agave miel, the “honey” from the agave cooking. The packaging is sourced from Mexico, with labels made from reclaimed agave byproduct. Bottles are adorned with a copper medallion created by Mexican jeweler Mauricio Serrano.
Growth for the Italian spirits company in the Americas was mainly driven by Espolòn last year (+35.1% in net sales), as reported in its earnings report in February. The group plans to double distilling capacity in the near future for key categories, including bourbon, aperitifs and tequila, it added during the report.
Campari Group announced a Rare portfolio last year— a division to grow its super-premium-and-above brands in certain U.S. markets. The company followed with a boost to its Kentucky bourbon portfolio by taking a majority stake in Wilderness Trail Distillery. It entered the premium mezcal category when it acquired a controlling stake in Montelobos mezcal and Ancho Reyes liqueur for $35.7 million in 2019.