Joining forces earlier in April, The Lion Hotel and 11 of Australia’s top bars raised their hands to take part in a first-of-its-kind and rare opportunity to meet with Herradura Master Taster and Global Brand Ambassador, Ruben Aceves to select and purchase their own exclusive barrel of Herradura “Double Barrel” Reposado Tequila.
The exclusive barrel, named the Australian Casa Select, will arrive in these bars later this year and will be served exclusively by each in their own unique signature serve; and The Lion Hotel has got some exciting plans on how it will be introducing its customers to the expression.
In addition to this rare opportunity, Brown-Forman (distributor and owner of Herradura) is also offering each of these bars, from QLD, NSW, VIC, ACT, SA, WA and NT the opportunity to visit Casa Herradura and experience the historic site first-hand.
Each venue was presented with an individual incentive target when they met with Ambassador Aceves earlier in April, and over the last three weeks have been encouraging customers to experience Tequila Herradura in new ways for their chance to win the trip of a lifetime to the original Casa Herradura.
There are just nine weeks left of the 12-week Herradura brand incentive program. Each venue will need to have met their individual target by the end of the program to receive a place on the trip, while the number one performing venue will also receive the actual oak barrel that was used in the secondary ageing process of the Double Barrel Reposado. All proceeds raised from the program are being invested back into hosting the group in Mexico in July.
The Lion Hotel prides itself on delivering premium products and premium service to its customers. With daily food and drinks specials, as well as live music every day; special private function rooms and an award-winning restaurant, the venue makes sure that it caters to all needs. Herradura Tequila – an ultra-premium, authentic tequila, is therefore a perfect marriage for The Lion Hotel; and the team at The Lion is very excited and proud to be part of the program currently underway in Australia.
Here’s what The Lion Hotel had to say about what it means to be one of very few to select and purchase their own barrel of Herradura “Double Barrel” Reposado Tequila and how they’ll be serving its customers Herradura tequila over the coming weeks for a chance to be selected for a once in a lifetime trip to Casa Herradura.
drinks bulletin: What does it mean to you to be one of very few bars to be able to select and purchase your own unique barrel of Herradura “Double Barrel” Reposado tequila?
Being a part of this very special collaboration is a great privilege for The Lion. It not only gave two of our managers a chance to further their knowledge of both tequila and Casa Herradura; it gives us, as a venue, the chance to bring the traditions and passions of Herradura into Adelaide in a new way!
DB: What is it about the Herradura brand and or history that resonates with you?
One of the aspects of Herradura that resonates with us is the passion with which they create each of their products. Using 100 per cent natural yeast fermentation and going the extra length with the ageing of their great products allows them to offer a premium product that has great diversity of consumption. Holding onto old family secrets and constantly advancing the way that the world sees tequila, Herradura makes drinking tequila a pleasure, not an effort!
DB: How will you be introducing your customers to Herradura over the next 12 weeks?
Over the next 12 weeks of this selection program, we will be focusing on tequila as our main spirit - pushing Margarita Madness on Friday nights; offering a few different takes on the famous tequila cocktail, as well as customising our in-house cocktail list to reflect the diversity of tequila in its many forms.
DB: How will you be serving the ‘Australian Casa Select’ – Barrel 787 at The Lion Hotel when it arrives?
The new limited release Double Barrel Reposado - batch 787 - is a style not seen on the market before. The initial 11-month Reposado ageing process is boosted by a further one month of ageing in brand new toasted American oak barrels. The extra month gives the tequila a greater complexity and character. Because of this, we will be serving our portion of batch 787 both neat, as a sipper, or shot if desired, and mixed into an Old Fashioned of sorts, allowing the customer to enjoy all of the vibrant aspects of this bespoke little Reposado.
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