Reserva de la Familia, the super-premium tequila line from Jose Cuervo, has expanded in the U.S. with the additions of Reposado and Platino.
Made at La Rojena, the oldest distillery in Latin America, this tequila was reserved for the Cuervo family’s private collection, the company says, until twenty-five years ago. In 1995, this private line extended to the public with limited small batch quantities of the Extra Añejo expression, named “Reserva de la Familia” after its pedigree.
Now the portfolio has announced the launch Reposado, aged in three different kinds of oak casks, and the return of the unaged Platino expression.
“Reserva de la Familia pays homage to Jose Cuervo’s legacy of crafting the finest tequila in the world,” says Alex Coronado, Jose Cuervo’s master distiller and head of production. “Each step is done by hand to ensure the purest expression of tequila. This artisanal process complements the true origins of Reserva de la Familia — which is the family’s belief that a special bottle is made exceptional when it’s sipped during intimate moments with the people you care about. Sharing a glass of Reserva de la Familia this season is more meaningful than ever.”
These releases come as the tequila category trends enormously in America. Retailers across the country have reported difficulty in keeping top-tier tequila bottles on the shelf, due to booming demand. This explosive category growth is expected to continue into 2021 and beyond.
Reserva de la Familia Platino displays strong notes of agave from the lack of aging, the company says. The suggested retail price is $65 per 750-ml. bottle.
Reserva de la Familia Reposado has flavors of baking spices from aging in heavily toasted American oak, the company reports, while aging in lightly toasted American and French oaks brings forward notes of toffee and vanilla. The suggested retail price is $85 per 750-ml. bottle.
Reserva de la Familia Extra Añejo ages in a combination of small, new American and French oak barrels, charred at different levels. The result is a “rich, complex taste,” the company reports. Each year, the Jose Cuervo family commissions a Mexican artist to create a special-edition design, adorned on the wooden box in which each hand-numbered and -wrapped bottle is placed. The current edition was by Jorge Pardo, displaying jimadors working the fields of western Mexico. The suggested retail price is $189 per 750-ml. bottle.
Reserva de la Familia has also teamed with Spirits Network to provide a curated look at these sipping tequilas, along with offering Spirits Network members the chance to win a limited-edition 25th anniversary gift box with purchase of a bottle. Reserva de la Familia has also made a limited run of special-edition anniversary boxes available for gift through a collaboration with Cocktail Courier.
