Tequila Herradurra Reinvests Incentive Program Profits to Send 8 Bars to Mexico

July 9, 2015
By Alana House
Eight of Australia’s top venues have won a once in a lifetime trip to Mexico as Tequila Herradura concludes its 12 week incentive program.

Reaching the end of Tequila Herradura’s ‘Mi Casa Su Casa’ activation – a first of its kind incentive program in Australia – these bars from NSW, the ACT, QLD, VIC and WA, will fly out to visit the original Herradura Hacienda and Distillery this July.

The winning venues – Bar Lafayette, Molly, Byblos and Blackbird, QT, Mejico, Tio’s, Mamasita and Radio Mexico, have been engaged with the program over the last 12-weeks, encouraging customers to try Tequila Herradura in new ways to meet their individual sales target and secure their place on the trip.

Aiming to reposition the category away from shot consumption, each venue was tasked with coming up with a new drink that would highlight the versatility of Tequila Herradura in when sipped or in a long drink.

Mejico in Miranda and Sydney, for example has been holding small master classes at each table, offering guests premium flights of Herradura with sides of Verdita and Sangrita, while Molly in Canberra has been rolling out its special ‘Cinnamon Tequila Treacle’ serve – Tequila Herradura, cinnamon sugar syrup and fresh apple juice.

100 per cent of the profit raised through the program will now be reinvested into hosting the group in Mexico, where the venues will be given an exclusive VIP tour of the Casa Herradura Hacienda, including a morning horseback ride into the agave fields, agave harvesting demonstration by the master Jimadores, behind the scenes tour of the distillery and private tasting with Master Taster and Master Distiller Ambassador Aceves. The select eight will also mount their very own barrel #787 barrelhead in the Double Barrel Reposado selection room.

As part of the incentive program, these venues, along with GoGo Bar in Melbourne, The Lion Hotel in SA, The Deck Bar in Darwin and Laruche in Brisbane will receive their selection of an exclusive barrel of Herradura Double Barrel Reposado Tequila later this year.

The only tequila brand in the world to offer such an opportunity, these 12 bars selected and purchased the barrel – named the ‘Australian Casa Select’ – earlier in April. The expression will be served by each venue later this year in their own unique serve, offering their customers a tequila not available anywhere else in the world.

Look out for the August/September issue of drinks trade for highlights of the trip and visit one of these venue to try the unique expression.
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