JERSEY CITY, N.J.--(BUSINESS WIRE)--If the devil on your shoulder is whispering in your ear and a night of fiery fun is on the menu, it’s time to listen! Today, Cuervo®, the world’s #1 tequila brand[1], unveils Devil’s Reserve™: a brand-new tequila infused with a devilishly delicious, sweet heat.
The Devil was bored and wanted a party in hell, so he sought those who were famous for fun. No one knows a good time better than Cuervo, so the Devil came knocking with a simple request–for all the Cuervo tequila produced, the Devil gets his fair share. And thus, Devil’s Reserve was born! Cuervo went to hell and back and picked up a devilishly sweet heat along the way. Smooth, delicious, and featuring a lower ABV, Devil’s Reserve is the perfect new spirit for those mischievous nights out, whether that’s pouring a round of chilled shots or whipping up some devilishly delicious cocktails.
New generations of tequila drinkers are shaking things up. Legal drinking age Gen Z and younger millennials are consuming more tequila than any other generation[2] but are flocking toward flavor-forward spirits with a lower ABV.[3] These vibrant souls are all about socializing with friends during a raucous night out or hosting their besties for a good time at home. They crave adventure in their drinks, seeking out spicy and sweet to bring their tequila drinking experience to the next level.[4] Devil’s Reserve answers their call.
“Devil’s Reserve unleashes an entirely new taste upon the world of tequila, bringing the Devil’s mischievous spirit to life for those craving unforgettable nights of adventure with the perfect drink in hand,” said Lander Otegui, Senior Vice President of Marketing for Proximo Spirits. “Cuervo has an epic legacy in creating centuries of good times across 10 generations, and no one knows how to raise a little hell as much as we do. The Devil is in the details.”
Devil’s Reserve presents clear with a fiery, light yellow hue, with a sweet heat taste and finish that teases the senses. The bottle design looks as good as Devil’s Reserve tastes, boasting a vibrant and unique label inspired by Mexican folk art, including loteria cards, traditional Mexican illustrations and the fantastical Alebrije art styles.
To bring Devil’s Reserve directly to tequila lovers, Cuervo enlisted the legendary West Coast Customs of “Pimp My Ride” fame to create one-of-a-kind, custom Devil’s Trucks. These hellishly cool rides will be touring towns across the country, giving fans 21+ a chance to taste the sweet heat of Devil’s Reserve. Stops are planned in Chicago, Orlando, Tampa, Nashville, Los Angeles, San Diego, Santa Barbara, and more through the end of the year.
Cuervo is also teaming up with the popular media company Always Friday Media and its cult-favorite brand Friday Beers for the “Raise a Little Hell” tour timed to major hometown football games throughout 2024. Stops include Tempe, Ann Arbor, Athens, Austin, and Nashville. Fans can visit @friday.beers on Instagram to learn when the tour is stopping in these cities.
Devil’s Reserve is now available at select retailers nationwide for a $20.99 SRP (750ml/30% ABV) and is best enjoyed as a chilled shot or in cocktails such as the Devil’s Soda, Diablito Margarita, Devil’s Tonic, and more. To learn how to mix these cocktails and for more information about Devil’s Reserve, visit www.DevilsReserve.com and follow Devil’s Reserve on Instagram at @DevilsReserve. You can find high-res images linked here.
ABOUT JOSE CUERVO®
Cuervo is a Mexican family-owned brand since 1795 and the largest producer of tequila throughout Mexico and around the world. Utilizing craftsmanship handed down through 10 generations of the Cuervo family, the Cuervo portfolio includes Cuervo Especial®, the world’s best-selling tequila, Cuervo Tradicional®, the original 100% agave tequila, Reserva de la Familia® by Jose Cuervo®, the world’s first extra añejo tequila brand, Jose Cuervo Golden Margarita®, Authentic Jose Cuervo Margaritas®, Jose Cuervo Margarita Mix® and now Jose Cuervo Devil’s Reserve™. For more information, visit www.cuervo.com.
Jose Cuervo® Tequila with Natural Flavors. 30% Alc./Vol. (60 proof). Trademarks owned by Becle, S.A.B. de C.V. ©2024 Proximo, Jersey City, NJ. Please drink responsibly.
[1] “IWSR Drinks Market Analysis 2023 Report,” 2023.
[2] “Tequila Consumers in the U.S. by Age,” Statista, accessed August 7, 2024, https://www.statista.com/statistics/1349936/tequila-consumers-by-age-us/.
[3] IWSR. "How Might Gen Z Reshape Beverage Alcohol in the US?" The IWSR. Accessed August 8, 2024.
https://www.theiwsr.com/how-might-gen-z-reshape-beverage-alcohol-in-the-us/#:~=%E2%80%9CThe%20popularity%20of%20no/low,Low%2DAlcohol%20Insights%2C%20IWS
[4] “Summer 2024 Flavor Trends: Tropical and Swicy,” MRKT Blog, April 15, 2024, https://mrktblog.com/2024/04/15/summer-2024-flavor-trends-tropical-and-swicy/
