Tequila Tromba launches in the UK
Tequila producer Tromba has entered the UK through its distributor, wine and spirits merchant Friarwood.
Friarwood hopes the move will ‘elevate the Tequila experience for connoisseurs and enthusiasts alike’. The Tequila is made in the highlands of Los Altos, in the region of Jalisco, Mexico, and its master distiller Marco Cedano was once master distiller and distillery manager for Diageo's Don Julio. The brand was founded in 2011 by CEO Eric Brass, Nick Reid, Jimmy Sherry and the Cedano family. Tromba has three core Tequilas in its range: a blanco, a reposado and an añejo – plus Tromba XA, Tromba Cedana and a coffee liqueur that's been crafted with Tequila called Cafeto. Much of its thinking also goes towards looking after the Jalisco region and preserving its indigenous agave species. In the summer, the brand launched an initiative to save endangered agave species and promote biodiversity, having seen the impact spirit consumption has had on the environment. The programme also pledges to plant a wild endangered agave for every 100 bottles sold. Friarwood added that Tequila Tromba ‘signifies a new revolution in Tequila, respecting time-honoured traditions while embracing modern techniques'. Recently, Friarwood also found Tequila Tromba a spot on the cocktail menu of London’s Ham Yard Hotel, as well as rum brand Ron Carúpano. In September, The Spirits Business spoke to Friarwood's managing director, Ben Carfagnini, about the company's decision to move into spirits having previously only worked with wine since 1967.
