El Mayor Tequila Reinterprets the Cabernet-Finished ‘Rosado’ Trend With Pink-Hued Bottling

(Photo: El Mayor Tequila)

El Mayor Tequila is tossing its hat into the wildly popular wine-finished spirits market with a new addition to its range dubbed Rosado Reposado.

Distilled using 100% estate-grown agave from the valleys of Jalisco, the expression is rested for nine months in ex-Cabernet Sauvignon casks that imbue a rose-gold hue to the final product. So far as flavor, the brand says to expect a spiced-berry finish with a hint of vanilla nuttiness.

“This is a gorgeous blushed tequila that delivers fruit-forward richness in every sip,” master distiller Graciela Gonzalez remarked in a news release. “The Cabernet Sauvignon casks strike a beautiful balance with the agave, creating something truly special.”

El Mayor dates its origins back to 1998, when the Gonzalez family partnered with Luxco, the St. Louis-based whiskey specialists behind brands like Yellowstone, Blood Oath, Ezra Brooks, David Nicholson and Daviess County. Today, the tequila is overseen by fourth-generation distiller Grace Gonzalez at the family’s NOM 1603, also home to Exotico and Dos Primos.

In years past, El Mayor has made a habit of recruiting bespoke casks for unique finishes on its tequila range. Previous limited-edition releases have included extra añejos aged in bourbon, port, rum and sherry barrels; unlike those, Rosado Reposado is a permanent addition to the brand’s catalog. El Mayor says the expression is available now on a limited basis in states including Colorado, Georgia, Michigan, Texas and Virginia at a suggested price of $44.99.

“As consumer demand for premium tequila continues to grow, El Mayor is committed to crafting approachable varieties that can be enjoyed regardless of the occasion,” said Kayleigh Longo, brand manager for El Mayor. “This latest release is sure to be well received by those looking for a new, exquisitely crafted favorite to enjoy on its own or as the star of a range of cocktails.”

Inside the Trend

For decades, the tequila category was been defined by a small handful of defining expressions. If a new distiller was hitting liquor store shelves, you’d be sure to expect a blanco, reposado and añejo alongside the possible addition of an extra añejo. Up until recently, there wasn’t much else to run with.

However, the ballooning popularity of agave spirits in the U.S. has ushered in a new era defined by rapid-fire innovations — some more successful than others. In search of new products to entice consumers, producers have created the smoked “ahumado” tequila (didn’t make a splash), the pepper-infused spicy tequila (increasingly trendy in cocktails) and the charcoal-filtered cristalino (so popular it could now be dubbed the fifth “official” tequila expression).

Another notable entry is the red wine-finished rosado. Typically finished in Cabarnet Sauvignon or Pinot Noir barrels, the concept has garnered high-profile co-signs from the likes of Don Julio, Celosa Rose, Adam Levine’s Calirosa and Codigo 1530. With a bright pink hue and incredible crossover appeal to summertime drinkers, it’s easy to undertand why rosaodos are primed to be the next big thing in agave spirits.

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