Brown-Forman has announced the successful introduction of Herradura Legend into Global Travel Retail, with the launch with a pop-up flagship at Mexico City airport. The activation was remarkably successful, resulting into a high consumer demand for this unique product, says the company.
The specially designed pop-up space in cooperation with Avolta Duty Free invited travelers to experience the prestige Herradura expression while immersing themselves in the brand’s world.
The pop-up space showcased not only Legend but the full range of Herradura tequilas. With each bottle purchased the consumer received a Herradura glass placed in a branded gift bag.
Herradura Legend is initially available in the Mexico and US GTR markets and the US domestic market.
Stéphane Morizet, Marketing Director GTR at Brown-Forman, states, “Herradura Legend marks a pivotal moment in our tequila portfolio’s evolution and we are excited to offer travelers a taste of luxury with this carefully crafted, high-end tequila. The perception of tequila has changed and it now competes with established luxury spirits such as whisky, cognac, and gin. The launch of Herradura Legend underscores our commitment to the Travel Retail industry and confirms our beliefs and support in this category.”
Herradura Legend is a unique añejo tequila that undergoes a meticulous process, including natural fermentation, distillation, and maturation for up to 14 months in charred, new and grooved American white oak barrels.
