Primero Collection Tequila Line Expands with Plata and Reposado

JALISCO, Mexico — Heaven Hill Brands partner and legacy agave spirits producer Tierra De Agaves proudly has debuted two new premium, hand-crafted tequilas: Primero Plata and a high-proof, Heaven Hill Bottled-in-Bond barrel-aged Primero Reposado. Carefully overseen by eighth-generation producer Jorge Beckmann, the new expressions are small batch, 100% single estate agave tequilas, joining Primero Cristalino and Primero Humoso to comprise the brand’s luxurious Primero Collection. Primero Plata and Primero Reposado are now available for purchase in select markets across the United States, including Georgia, Michigan, South Carolina, and Texas. 

"The expressions found within the Primero Collection represent our family's continued commitment to excellence and innovation in tequila production,” says Beckmann. “This portfolio captures generations of passed-down knowledge, combining traditional methods with modern precision. We've been patient in expanding our premium offerings, ensuring each new expression meets our exacting standards before introducing it to tequila drinkers. I am pleased to finally bring Plata and Reposado into the fold."

Primero represents the Beckmann Estate of Agave’s first collection of premium spirits, each of which captures a distinct traditional method of tequila making. The collection debuted to critical acclaim in 2024, with Primero Humoso being named one of two “Tequilas of the Year” by the International Wine & Spirits Competition. Primero Plata and Primero Reposado are produced using agave solely from the Beckmann Estate, capturing a terroir composition and micro-climate that brings one of the highest sugar yields. Furthermore, the expressions found within the Primero Collection are produced using a proprietary species of yeast, adding an element of green fruit and herbs such as eucalyptus not found in other tequilas produced locally.  

Bringing an elegant experience to the back bar and shelf, the new expressions are housed within premium glass with embossed leather neck wraps - navy blue for Primero Plata and gold for Primero Reposado. Each offering is stamped with a seal that reads “Casa Lunazul - Jalisco 1823,” nodding to the brand’s tequila-making heritage of over 250 years.

Primero Plata and Reposado

Primero Plata (40% ABV), translating to “Silver,” is unaged and crystal clear in color, with an exceptionally smooth and balanced taste worthy of sipping neat. On the nose, Primero Plata offers refreshing herbal notes of eucalyptus and mint alongside cooked mature agave and peppermint. A peppery palate with ripe fruit tones and subtle honey gives way to a long-lasting citrus and herb-forward finish. 

Aged exclusively in former Heaven Hill Bottled-in-Bond barrels, Primero Reposado (45% ABV) features a distinctive golden bright shine courtesy of the fine American oak it is housed in. Primero Reposado offers an aroma of vanilla, butterscotch, roasted almond, and honey, with a matured palate of caramel and layers of vanilla, chocolate, and spice evolving to subtle oak. The finish is long and creamy, with lingering coffee, almond, and hazelnut notes. While most Reposados go to market at 80 proof, Primero Reposado is bottled at a higher-strength 90 proof, and is meant to be enjoyed neat, on the rocks, or in spirit-forward cocktails such as an Old-Fashioned. 

Like its predecessors within the Primero Collection, Primero Plata and Primero Reposado are sophisticated enough to be enjoyed neat or chilled while remaining accessible enough for cocktail applications, including as base spirit substitutes in classic gin, whiskey, and cognac recipes. With the addition of Plata and Reposado, the Beckmann Family aims to excite tequila aficionados and inspire both a new generation of agave spirits drinkers alike. 

Availability 

Plata and Reposado will first be available at select retailers, bars, and restaurants, as well as for online delivery, throughout Georgia, Michigan, South Carolina, and Texas. 

MSRP

Primero Plata retails for $31.99, while Primero Reposado retails for $34.99. 

More information on Primero Plata and Primero Reposado can be found via the Primero Collection website.