New up-market tequilas rev up pace

For years we've been inundated with a new vodka of the week. Now, tequila is beginning to pick up the pace.

The latest "ultra premiums" are from Dos Lunas to augment its silver and reposado tequilas. Dos Lunas Añejo will be out in September followed by Dos Lunas Grand Reserve, a limited edition extra añejo, in November.

Creator Richard Poe, a native of El Paso, TX, released his first bottles of tequila in June of last year. He said the idea for having his own brand came during a visit to Telluride, CO, in 2005.

"I looked on the bar’s shelves and noticed premium vodkas, gins and other spirits … except there was no tequila,” Poe said. “It seemed to me that what that shelf needed was something new, something that could erase old stereotypes and be the next phase in tequila.”

His initial offerings were made through a cold-filtering process and double distillation, utilizing 100% blue agave grown on the Zapotlanejo, Jalisco, ranch.

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