Moët Hennessy moved a mountain to bring its first tequila to market. Although, technically, eruptions from “The Tequila Volcano” did most of the work necessary to create the rich, volcanic soil where the agave plants now grow that go into Volcán De Mi Tierra Tequila. The recently launched tequila lives up to the Moët Hennessy reputation for luxury and premium quality, delivering two expressions, Blanco and Cristalino, which both benefit from the unique terroir of their ashen, volcanic origin.
Rising from the Ashes
In the lowlands at the base of the ancient Tequila Volcano in Jalisco, Moët Hennessy and the Gallardo family partnered to create a tequila that would be at home among Moët Hennessy’s existing portfolio of luxury brands. At a launch party for the brand, Trent Fraser, CEO and president of Volcán De Mi Tierra, and the former Vice President of Dom Pérignon, told the
Hollywood Reporter that Moët Hennessy has “undoubtedly, some of the greatest brands in the world, but we do still have some holes — and the biggest hole was tequila.” Fraser praised Moët Hennessy’s decision to enter the booming tequila market through a partnership with Mexico's Gallardo family. He also explained Volcán De Mi Tierra’s planned rollout, first selling only in select locations throughout the nation, building a strong following among tastemakers before going nationwide.
Christophe Navarre of Moët Hennessy told
The Spirits Business “I am extremely proud to announce that Moët Hennessy is entering into the dynamic and fast-growing super-premium tequila category through a joint venture with Mexico’s Gallardo Family,“ and “we have developed a valued partnership that inspires us to further reinforce the entrepreneurial values that Moët Hennessy embodies.”
Don Juan Gallardo added, “Joining forces with Moët Hennessy has been an incredible experience of bringing together our tradition, culture and expertise,” and “I am confident you will appreciate the unfathomable depth, beauty and sophistication of Volcan de mi Tierra.”
“What makes the best type of tequila?”
The two expressions will appeal to two distinct needs for modern tequila aficionados. Blanco reveals a lighter, fruit-forward taste, perfect for paloma cocktails and other cocktails. Conversely, Cristalino, aged 12 to 18 months, offers a smooth, herbaceous flavor profile ideal for sipping neat or on the rocks.
Creating the amazing agave spirit fell to Maestra de Tequila Anna Maria Romero Mena. Working with direction from Moët Hennessy, it was up to her imagine and produce what would become Moët Hennessy’s first tequila. She discussed the task with
Cool Hunting, explaining, "When I think, 'What makes the best type of tequila?' The first thing that comes to mind is terroir." Terroir offered her freedom to explore the different aspects of agave flavor. "There's only one type of agave used in tequila,” she said, “but we can work with the terroir—with the characteristics of the soil across the different regions." Looking to buck conventional wisdom, Romero Mena opted for lowland agave over highland, saying "people think that the best tequila only comes from highland agave. I said, 'Why?' Lowland offers a different set of flavors. Really, it's how you turn the materials into the tequila—how careful you are with each stage. It's the process."
The end result of Romero Mena’s process is a beyond-top-shelf tequila, a brand that is poised to win over tequila lovers nationwide. Talk to your Breakthru Sales Consultant about how your business can grow with this new and exciting luxury brand.