A New Ultra-Premium Tequila is Being Launched by LVMH
A Volcán X. A hopes to compete with Don Julio 1942 and Clase Azul.
There are many major spirits corporations now participating in the tequila race in the US, as we reported recently.
The wine and spirits conglomerate launched Volcán de Mi Tierra in 2017. Before that, the brand name existed for about two decades, but it was re-imagined as a luxury tequila label that released blanco, cristalino, and reposado expressions. This summer, Volcán's latest bottle will be out, and it's supposed to compete with Clase Azul and Don Julio 1942.
It took over 50 different trials to develop Volcán X.A, which stands for Extra Ages, and it's aging it for 36 months at 3 different levels. According to Volcán's president and CEO, Julien Morel, this means the tequila is a blend of different ages, so it "broke the rules." Because of that, it seems like the "X.A" designation is used instead of an indicator like reposado, anejo or extra anejo.
In places like Las Vegas, New York, Los Angeles, Tulum, and Ibiza, these bottles won't be sold at retail, but instead will be exclusively available at clubs and restaurants.
It will be the first time that Volcán X.A will perform in the US at Zouk Nightclub on July 16, 2013. According to Morel, his main goal is to ensure his music remains in high demand.
