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Jonas says the new ultra-premium tequila is 'exactly the tequila we sought to create almost two years ago'

Amber Beverage Group has launched a new ultra-premium tequila brand, Villa One, in partnership with singer Nick Jonas and entrepreneur John Varvatos.

The tequila comes in three expressions, including Blanco (£40), Reposado (£45) and Anejo (£55), and will be distributed in the UK by Cellar Trends mid/end 2020. It will be made available to independent convenience retailers via wholesale.

Celebrating during a trip to Mexico in 2018 with family and friends, Nick and John were inspired to launch their own tequila brand made from sustainably sourced, 100% blue weber agave.  

To ensure Villa One was crafted to the highest quality, Jonas and Varvatos partnered with Stoli Group and its Fabrica de Tequilas Finos distillery.

Jonas said: “John and I forged a great relationship while working together. When we brought our friends together over tequila in Mexico, we learned that we share the same values – enjoying time with friends and family, old and new, one glass at a time.

Read more: Maximise your premium alcohol sales

“When it came to Villa One, it was critical to us that we take part in the decision-making process every step of the way and, now, we feel that this is exactly the tequila we sought out to create almost two years ago.” 

Rudy Costello, acting global president and chief executive officer at Stoli Group, said: “The super-premium and ultra-premium tequila sector is projected to grow by 8% this year and it doesn’t look to be slowing anytime soon.”

Read more: Industry profile: Carlsberg’s Chris Pratt on how the company is meeting the demand for low-alcohol

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