The company says the 100 Años portfolio is the No. 1 tequila portfolio in volume in the Mexican tequila wholesaler market and No. 2 tequila family in the Mexican retail market.
The company is gearing the spirit to 24-to-40-year-old male tequila aficionados for both neat and cocktails. Point-of-sale materials include case cards, posters and shot glass gift packs to drive consumer awareness at off-premise locations will support.