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Sunday 22 May 2022

New tequila brand makes immediate impact


Vodka and whisky are the most popular spirits around the globe, but gin and tequila are rapidly closing in. 

In 2021 alone, the sales volume of tequila in the United States amounted to about 27 million cases. Back in 2004 sales were under eight million cases. 

Mexico is exporting more of the agave-based spit than ever before, most of it to the US but in increasing volumes to other nations, including Australia. 

Leading Mexican tequila brand VIVIR recently launched in the Australian market and is available at Coles supermarkets and its liquor outlets including Vintage Cellars and First Choice Liquor. 

VIVIR, which means "to live" in Spanish, has its Blanco, Reposado and Añejo tequilas all now available in Australia. 

The odd fact about VIVIR is that the brand was founded in England by Navindh Grewal and Paul Hayes - in partnership with the fifth-generation family owned Casa Maestri distillery in Jalisco, Mexico, the birthplace of tequila.

The pair was fed up with the lack of quality tequila easily available in the UK, and launched in 2019 after years of development.

"This is an incredibly exciting time for tequila and agave spirits," says Hayes. "As global interest in tequila flourishes, the Australian market is at the forefront of this trend. I'm delighted to be bringing our passion for great tequila to Australia."
VIVIR is produced using 100% Weber Blue Agave and natural volcanic spring water. 

Its aged tequilas, the Reposado and Añejo, are also finished in American oak ex-bourbon barrels. I sampled a glass or two of the Añejo on election night. Smart packaging. Very smooth. Very satisfying. 

VIVIR has launches planned for Africa, the Middle East and the US later this year. 

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