Stock Spirits升级Sierra龙舌兰 推100%龙舌兰线并加码英国RTD

As consumption patterns shift, Stock Spirits is evolving its Sierra brand with a 100%-agave Tequila line, while bringing in new drinkers with its lime variant. Sierra Lime is an 18%-ABV citrus-and-chilli liqueur inspired by the classic Margarita Recognised globally for its iconic sombrero-shaped cap, Sierra has long been a brand with an energetic nature and a strong fanbase in Europe.

Joining the Stock Spirits portfolio in 2023, the Poland-headquartered brand owner has been putting significant investment into Sierra. This year alone has seen Sierra expand into the 100%-agave segment with a three-strong range, unveil a new lime flavour and take its ready-to-drink (RTD) cocktails to one of the UK’s biggest supermarkets, Morrisons .

“As a brand we never take ourselves too seriously, this is part of the DNA,” says Hendrik Schatz, marketing director at Stock Spirits Group. “At the same time we are very serious about the quality of the liquid and Sierra has won many awards.

It’s a playful brand that is easily accessible, and even in these times where sometimes the party looks a little bit different than in the past, it’s a brand that resonates with a lot of consumers because it is a bit unexpected and creates memorable experiences.” Schatz also points to Sierra’s unique packaging and strong identity.

The brand has a high awareness in Europe and is also very popular in many markets in Asia and Africa, as well as in Australia. For Sierra, a focus is Europe, with markets like the UK, Germany, Netherlands, Poland, and the Czech Republic. He adds: “We’re starting to get stronger in southern Europe. That was a priority for us.

We had a strong launch in Italy this year, and we’re making progress in Spain and Portugal.” He points out that the UK is the “most dynamic Tequila market of the past 10 years”, making it a top priority. One particular strength, Schatz highlights, is the company’s long-term partnership with the González family in Mexico.

New Sierra 100%-agave line Produced at the family’s Destilerías Sierra Unidas (NOM 1451) under fourth-generation female master distiller Graciela González, Sierra’s 100%-agave range is made with Blue Weber agaves sourced from the Sierra Madre Mountains surrounding Guadalajara.

“It’s the ideal combination of a European company with a very strong and reliable partner in Mexico, where the link helps us to have extraordinary quality but also Mexican DNA incorporated into the brand,” he says. The 100%-agave range is packaged in a new design that is different to the classic Sierra line.

The new bottle draws inspiration from traditional Mexican Tequila bottles, while incorporating Sierra’s recognisable brand elements, including the sombrero, the Pancho character, and visual references to the Sierra Madre Mountains. Schatz says the company had tested the packaging in Europe and North America, which “resonated extremely well” with consumers new to the brand.

The new range allows Sierra to “open up new opportunities in the on-trade”, Schatz says. “It’s a brand that stands out quite well on the back bar.” The launch of the 100%-agave line in March was followed by Sierra’s new Lime expression in June. The 18%-ABV citrus-and-chilli liqueur was inspired by the classic Margarita cocktail, joining the brand’s other flavour, Tropical Chilli, which launched three years earlier.

Schatz says the new lime flavour can help the brand tap into more daytime occasions like festivals, and early evening events. To push the product to a wider audience, the brand has created a “consumption ritual”, pairing the Sierra Lime variant with beer. Cocktails tend to play a key role in driving Tequila sales due to the popularity of serves like the Margarita and Paloma.

Schatz highlights the category’s versatility in cocktails and points to the return of “retro” serves like the Tequila Sunrise. Lime focus Schatz says the Lime variant’s flavour profile is close to a Margarita. “It was the intention to have this classic lime, citrus aroma in combination with Tequila,” he says, adding that it has the potential to be “consumed as a shot”, or with soda or beer.