New tequila line racing to market

A new-to-the-market premium tequila is about to be unveiled.

El Grado Tequila, made from 100% blue agave, will first appear in retail stores in Texas and California, then Arizona. However, online orders are being accepted.

El Grado’s co-founder, Ashly Kubicek, along with Texas partners Page Brockman, Ben Gonzales and Ron Park found Ana María Romero, a master tequilera, author and expert taster, to help them formulate a smoother brand of ultra-premium tequila.

The team worked with distiller Cesar Gonzalez, creating a dedicated production line in Los Altos, Mexico to produce El Grado this spring. The first bottles are being readied for shipment to arrive in July and August.

El Grado's line will include blanco, reposado and añejo expressions. The reposado is rested in second-use Tennessee whiskey barrels for six months, and the añejo for a minimum of 15 months.

Retail pricing is expected between $45 and $50 for 750ml bottles. A 375ml offering will follow later this year.

To help push the new product in the market, El Grado has entered into a motor racing partnership. Last month, it teamed with Rolex Sports Car Series competitor Dempsey Racing. Dempsey’s Mazda RX-8 GT debuted in El Grado colors in time for the team’s best finish in the Rolex series (7th) in Millville, NJ, and a 10th place finish at Mazda Raceway in Laguna Seca, CA.

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