Travel Retail and Duty Free Business Intelligence    Tuesday 16 September 2014

SPIRITS AND WINES

Milagro Tequila develops promotional pack in duty free drive

Published: 27/01/10

Source: ©The Moodie Report

By Melody Ng, Asia Bureau Chief

MEXICO. Milagro Tequila will introduce a new promotional pack for travel retail at the IAADFS Duty Free Show of the Americas (William Grant & Sons booth 100).

The promotional pack combines a 75cl bottle of Milagro Silver Tequila with a 37.5cl bottle of Milagro Ultra Premium Agave Nectar, described as a 100% natural, certified organic sweetener made from the agave plant.

“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,” said Milagro Tequila Regional Manager LATAM/Duty Free Pablo Boggio.

The presentation box includes the 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. This not only accentuates the fresh agave taste of the tequila, but does so with fewer calories than typical margaritas, the company said.

Also new at the show will be a Milagro Select Barrel three-pack, comprising 37.5cl bottles of Silver, Reposado and Anejo Tequilas. It will be available to travel retail from March 2010.

Milagro Tequila urges customers to “make the world’s freshest margarita” using the Milagro Ultra Premium Agave Nectar, a certified organic sweetener, and lime juice instead of the traditional triple sec and sour mix
Significant sales upswing

Since its presence at last year's IAADFS show, Milagro Tequila's sales have shown significant growth in both US duty paid and US and Latin American duty free markets (+21% and +27% respectively).

“Milagro is now the second largest brand by value in Mexican duty free,” added Boggio. “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, Milagro Tequila is represented at key airports including New York JFK International Terminal 3 and T7, New York Newark, Chicago O’Hare, Detroit Metro, Logan International and Washington Dulles. In Latin America the brand is now sold in Panama, Nicaragua, Colombia, Guatemala, Salvador and Honduras.

Boggio is confident that distribution will continue to grow this year, with travel retail markets increasing on the back of further domestic launches in Central America, the Caribbean and South America, as well as in the UK, France, Lebanon and Ukraine.

Boggio believes special packs and gift packs are vital for travel retail development and the company continues to focus on these items. “The new introductions at the Duty Free Show of the Americas will further indicate our commitment to the travel retail market and belief in its potential for the Milagro brand,” Boggio concluded.

For details, contact Pablo Boggio, Milagro Tequila, tel: (727) 455 63 55, or e-mail: p.boggio@milagrotequila.com. Visit www.milagrotequila.com.

About Milagro Tequila

Milagro Tequila was created in 1997 by Mexican entrepreneurs Moises Guindi and Daniel Schneeweiss. It uses a triple distillation process and is exclusively 100% agave in all its varieties.

Launched in the US in 1998 and in the domestic market later that year, Milagro Tequila inked a US distribution agreement with William Grant & Sons in 2004. A global partnership with the company was struck in 2006.

Milagro Tequila, a key player in Mexico duty free, made its debut in US travel retail in 2004. Its products are available on several cruise lines, ferries, airports and border shops.

Milagro Tequila covers both premium and super-premium categories. Duty free prices range from US$19 to US$175. The tequila has been awarded several accolades: Milagro Silver Tequila picked up a double gold medal in the 2008 San Francisco World Spirits Competition, while Milagro Select Barrel Reserve Reposado was awarded ‘Best in Show’ at the 2007 San Francisco World Spirits Competition.

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