Jose Cuervo launches price-marked tequila into convenience


Best-selling tequila brand Jose Cuervo® has launched its first ever price mark pack for convenience stores in the UK.

The new format responds to pandemic-induced trend of consumers looking to recreate their on-trade experiences at home, while shopping local and supporting independent retail.

“No longer is tequila viewed just as a shot at the end of a ‘big night’ – but used to recreate consumer favourites like the Margarita and a twist on a G&T with a refreshing Tequila &Tonic,” commented Oli Pergl, Tequila Educator at Brand Owner Proximo Spirits UK.

Jose Cuervo® price mark pack (PMP) has been designed specifically to support independent convenience as consumers change their buying habits, ensuring a strong consumer price offering with retailer value for the UK’s No.1 tequila brand.

The brand provides a clear message to consumers with the competitive PMP offer on its portfolio, with the launch positioned at a comparatively lower RSP of £15.99 per 50cl. The PMP is available across Jose Cuervo Especial Silver and Jose Cuervo Especial Reposado 50cl skus.

The tequila category, growing at a phenomenal 71 per cent rate year on year, is a great driver of value growth in the impulse channel, with Jose Cuervo® outperforming the category at 97 per cent, according to Nielsen data.

In what could be of particular interest to retailers, the value growth is higher than volume, delivering incremental revenue and driving premiumisation.

Jose Cuervo®price mark pack is available nationwide now in Cash & Carry:

  • Bestway
  • Crown Cash & Carry
  • Dee Bee
  • East End
  • Elbrook
  • Hare Wines
  • HT Drinks
  • JW Filshill
  • Soho Cash & Carry
  • United Wholesale Scotland