William Grant & Sons’ Milagro Tequila has officially launched into Australia’s on-premise. The launch comes at a time of major growth for tequila, with global volumes currently growing at a rate of +5.5%, well out pacing total spirits category. Australians’ appetite for tequila is similarly increasing, with consumption +10% vs year prior according to Growthscope.

According to IWSR data, Milagro Tequila is currently the fastest growing premium tequila brand in the US.

“Since 2015, Milagro has averaged double-digit annual growth and reached over 800,000 9L cases in annual sales in the US.” said Emily Prochazka, Brand Manager, Milagro at William Grant & Sons Australia.

“Across the board, data sources are tipping tequila to remain the fastest-growing spirit in Australia over the next five years, and it’s easy to see why.”

To begin with, three products have been launched to market: Milagro Silver, Milagro Reposado, and Milagro Añejo. All Milagro Tequila is made from 100% blue agave and hand harvested in the Jalisco Highlands, where the finest, sweetest blue agave in the world is cultivated. Milagro then incorporates a centuries-old method of slow-roasting a portion of the agave piñas for up to 36 hours, bringing out the naturally bursting freshness and flavours of the agave. It also employs both pot stills and column stills for a smoother finish and brighter agave flavour.

CGA data shows the Margarita using Silver or Blanco tequila has long been the number one most popular cocktail for Australian venues. The Paloma, traditionally made with Reposado tequila, is also one of the fastest growing cocktail serves globally according to Drinks International’s 2024 cocktail report. Milagro’s premium offering of these variants is well placed to cater to Australia’s growing thirst for tequila and tequila-based drinks.

Milagro Silver, Reposado, and Añejo are now available to all on-trade venues nationally. For more information or to order, contact your William Grant & Sons Australia representative on (02) 9409 5100 or wgsa.customerservice@wgrant.com.


To learn more about the brand, click here.

William Grant & Sons provided the following descriptions and tasting notes for the launch:

Milagro Silver

Milagro Silver is a 100% blue agave tequila renowned for its bright, fresh agave flavor and exceptional smoothness, bringing tequila fans to the Brighter Side of Tequila.

  • COLOR: Crystal Clear with Silver Hues
  • NOSE: Lemon Grass, Citrus and Black Pepper
  • TASTE: Bright Fresh Agave, Citrus and Pear

Milagro Reposado

Milagro Reposado is a 100% blue agave tequila which is rested in American oak barrels for 2-4 months. Every sip of Milagro Reposado delivers delicious notes of warm caramel and vanilla, and ends with surprising – yet subtle – notes of spice. Milagro Reposado is best enjoyed neat, on the rocks or used to create your new favorite cocktail.

  • COLOR: Bright, Golden Straw with Blonde Hues
  • NOSE: Vanilla, Caramel and Cooking Spices
  • TASTE: Caramel, Peach and Black Pepper

Milagro Añejo

Milagro Añejo is a 100% blue agave tequila which is aged in American oak barrels for 12-14 months. The aging results in a taste that is smooth, refined and still agave-forward. Milagro Añejo is best enjoyed neat, on the rocks or in your favorite tequila cocktail.

  • COLOR: Light Amber with Golden Hues
  • NOSE: Oak, Orange and Toasted Coconut
  • TASTE: Rich Agave, Stone Fruit and Butterscotch

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