Massachusetts Beverage Business


Tequila Herradura Buy-the-Barrel

This is a new program in which consumers can purchase their own barrel of Herradura Double Barrel Reposado.  When bottled, each barrel yields approximately 24O 75Oml bottles, which are aged for an additional month in a new toasted barrel.  The program was recently kicked off by pro football Hall of Fame inductee Emmitt Smith, who traveled to Herradura’s Hacienda San Jose del Refugio near Guadalajara, México.  Consumers can also travel to the distillery to select their own barrel.  Once chosen, the tequila is placed in bottles with personalized labels, including the purchaser’s name, number and bottling date.  The barrel is then varnished, branded and shipped with a framed certificate of ownership.  The price per barrel is approximately $1O,OOO.

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