Wednesday, July 01, 2009

The launch of Tres Generaciones, Sauza's super premium tequila took place on Monday 22nd June at No5 Cavendish Square. The exquisite former Georgian townhouse with its opulent interior was the perfect setting for Maxxium to introduce the Tres Generaciones brand to the UK market.

The evening began with a Paloma VIP upon entry. A refreshing long drink perfect for the summer, the Paloma VIP showcased the wonderful fresh agave flavour and delicate floral notes in the triple distilled Tres Generaciones Plata.

As guests sipped their drinks Global Sauza Ambassador Jaime Rodriguez introduced the night and talked passionately about his deep connection with tequila and in particular Sauza. Jaime hopes to one day shift the image of tequila from the simple spirit it has been deemed and to teach audiences that it is a sophisticated blend with great versatility.

Jaime was followed by Tomas Estes, owner of Mexican restaurant and bar La Perla whose knowledge of tequila is extensive. All eyes were on Tomas as he educated journalists on the three generations of the Sauza family and the 136 year old distillery which bears their name and where Tres Generaciones is still made today.

The night now in full swing, guests were treated to an Ultimate Margarita cocktail. A classic serve, the Ultimate Margarita is a tangy citrus cocktail and the perfect way to enjoy the spicy yet smooth and slightly sweet flavours of Tres Generaciones Reposado.

The Tres Generaciones Plata, Anejo and Reposado variants were laid out on tables so that guests could sip each tequila and learn about their taste profiles from surrounding communications.

The final cocktail, The Honey Water went down very well. A delicious way to enjoy the most premium expression, Tres Generaciones Anejo, the Honey Water is a sublime, well balanced mix of flavours that complement the spirit's brown sugar sweetness and warm oaky finish.

Tres Generaciones will stand proud in high-end bars and restaurants and will be aimed at luxury retailers such as Harvey Nichols and Harrods.

As part of the launch, Maxxium has teamed up with Theme magazine to create a "mentoring initiative", a competition that seeks to find successful "mentoring partnerships" among UK bartenders. The best partnerships will be featured in Theme magazine over the coming months and the most inspirational will win an exclusive trip to the Sauza distillery in Mexico.

Thanks to Lime PR for organising this fantastic and successful event.

Visit Tres Generaciones online to find out more



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