Cuervo unleashes Devil’s Reserve
Jose Cuervo has introduced a Tequila spirit drink with a lower ABV called Devil's Reserve, which is infused with 'sweet heat'.
Offered at 30% ABV, the new Tequila-based spirit is the company's answer to rising interest in the Tequila category and lower-alcohol options. Described as 'smooth and devilishly delicious', Cuervo Devil’s Reserve can be enjoyed chilled as a shot or in cocktails. Lander Otegui, senior vice president of marketing at Proximo Spirits, said: “Devil’s Reserve unleashes an entirely new taste upon the world of Tequila, bringing the devil’s mischievous spirit to life for those craving unforgettable nights of adventure with the perfect drink in hand. "Cuervo has an epic legacy in creating centuries of good times across 10 generations, and no one knows how to raise a little hell as much as we do. The devil is in the details.” Devil’s Reserve has a light yellow hue and a taste of 'sweet heat'. The bottle design boasts a vibrant label inspired by Mexican folk art, including lotería cards, traditional Mexican illustrations, and the fantastical Alebrije art styles. Cuervo teamed up with West Coast Customs from the TV series Pimp My Ride to design unique custom Devil’s Trucks as part of a promotional tour in the US. These distinctive vehicles are set to visit cities such as Chicago, Orlando, Tampa, Nashville, Los Angeles, San Diego, and Santa Barbara, offering fans aged over 21 the opportunity to sample the Devil’s Reserve. The tour will continue until the end of the year. The brand is also collaborating with media company Always Friday Media and its 'cult-favourite' brand Friday Beers for the 'Raise a Little Hell' tour, which is timed to coincide with major hometown football games throughout 2024. Stops include Tempe, Ann Arbor, Athens, Austin, and Nashville. Jose Cuervo Devil’s Reserve is now available at select retailers nationwide for US$20.99 per 750ml bottle. Earlier this year, Jose Cuervo launched ready-to-serve Raspberry Colada as part of its Margarita range. In July this year, a fire broke out at Jose Cuervo's La Rojeña factory in Mexico, resulting in the loss of six lives.
