Tequila Herradura has kicked off the second season of its unique activation ‘Mi Casa Su Casa’ in Australia. The program was the first of its kind when it launched in April last year and a major success, offering independent venues the opportunity to purchase a share of a personally selected barrel of ultra-premium tequila from Casa Herradura in Mexico.
Above: The activation kicked off at Four Seasons’ Grain Bar in Sydney, where partnering venues ran through a tasting of Herradura’s ultra-premium range of tequilas, followed by an afternoon on Sydney Harbour on the famous Seven Star super yacht and finished with an evening of food and tequila pairings at Barrio Cellar. Credit: Bob Wong/JugernautsOlivia Preston, Brand Manager for Casa Herradura, Chambord and Vodka at Brown-Forman Australia, told this year’s partnering venues, “Mi Casa Su Casa is our way of getting you guys closer to our brand and our brand’s story.”
Herradura is the only tequila brand to offer multiple, smaller Australian bars the chance to collaboratively purchase a hand selected barrel directly from the distillery.
A total of 13 venues and 29 bartenders are taking part in this year’s activation, now tasked with coming up with new cocktails and materials to support Tequila Herradura in venue over the following eight weeks. Those who meet their sales targets by the end of the activation will then win a place on a once in a lifetime trip to Casa Herradura and be part of the multi-venue collaboration to select a unique barrel of Double Barrel Reposado.
In Mexico, winners will head to the barrel room within the Herradura Hacienda, where a number of single-barrel reposado tequilas will be presented and tasted with Maria Theresa Lara - the world’s only female master distiller of tequila - and collectively the group will decide which one they like the most. The chosen reposado will then be aged for a further month before being bottled and shipped home to Australia.
“We have to change our production to meet demand, but we still keep to the same traditional processes that were used in 1870 – natural fermentation, stone and clay ovens, while staying innovative in order to move with the times,” said Grant Shearon, Casa Herradura National Brand Ambassador.
“Just because we are doing things big, doesn’t mean we are cutting corners. You can do things on a large scale, but still do them really well,” added Stuart Reeves, Business Development Executive for Herradura.
Mi Casa Su Casa 2016 Venues
QLD
Eleven Rooftop, Brisbane
Blackbird, Brisbane
The Met, Brisbane
Prohibition Bar, Brisbane
NSW
Palisade, Sydney
The Eastern, Sydney
Mejico, Sydney
Tio’s, Sydney
VIC
Los Hermanos, Melbourne
Ms Collins, Melbourne
SA
Lucky Lupitas, Adelaide
WA
Bar Lafayette, Perth
ACT
Molly’s, Canberra
Winners will be announced in the August/September issue of drinks trade, along with full coverage of the Mexico trip.
Good luck to all participating venues. Salud!
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