WEBB Banks, a division of Southern Glazer’s Wine & Spirits, launched ultra- premium tequila brand Komos into global travel retail this summer with eye-popping activations with DFS at SFO, LAX, and JFK airports.
The launch featured four SKUS: Añejo Cristalino, Extra Añejo, Komos XO, and Reposado Cristalino, which is available exclusively in GTR.
Angel Garay, Sr. Director of Sales – Travel Sales & Export at Southern Glazer’s Wine and Spirits, tells TMI that the response to the brand at the three important U.S. airports has been extremely positive, and the plan is to expand the brand’s presence into Europe.
“This is Tequila Komos’ inaugural launch within travel retail and we are already starting to pick up some traction. There is definitely an ultra premium tequila customer out there,” says Garay.
In July, DFS launched Tequila Komos with HPPs at LAX and SFO, and JFK followed in August with a two month program. The Komos tequilas are featured at four ultra-premium price points running from Reposado Cristalino at $130.00, Añejo Cristalino at $140.00, Extra Añejo at $450.00, and XO for $2,000.00.
Garay tells TMI that one customer bought three bottles of the $2,000 XO at LAX in cash.
The SFO and JFK activation includes tastings of the TR Reposado Cristalino and Añejo Cristalino.
The GTR-exclusive Komos Reposado Cristalino is crafted with 100% Blue Weber agave, hand-harvested from both the Highlands and Lowlands in Jalisco, Mexico. Komos Reposado Cristalino is aged for six months in French oak barrels formerly used for red and white wine.
While the Tequila Komos portfolio is known for its ceramic and crystal bottles, Komos Reposado Cristalino comes in a metalized bottle, handmade by artisans in Mexico and designed to be upcycled.
In its latest report, IWSR says that premiumization is a key trend in GTR with tequila in particular building momentum beyond the U.S. and Mexico, and in Europe and Asia especially.
