Partida Elegante hits UK

Elegante, Partida’s contribution to the extra añejo Tequila category, is now available in the UK. The estate grown 100% Blue agave, which has been aged for more than 36 months in American oak, was launched in the US market six months ago.

Priced at £250, only 100 bottles have been allocated to the UK. Each numbered bottle is hand finished with a crystal decanter stopper, reflecting its premium aspirations.
Although 100% agave Tequila has become something of a cult drink in the UK, it is still far from mainstream. “When it comes to Tequila, the UK is not at the development stage of the US. To expect to have success straight away is a false assumption”. So says Gary Shansby, the private equity investor and brand builder who has developed the range alongside the Partida family.  
Partida is taking a more understated approach to the UK market than other Tequila brands, which have built their brand on celebrity endorsement. With the help of the Worldwide Cocktail Club, the brand is targeting 78 on-trade accounts. “If we can get 50 to really understand Partida and become advocates then it will be worth it”, says Shansby.
“We prefer to tackle one bar, one account and one consumer at a time and not use huge ads”, he adds.
In the US, Partida’s viral marketing campaign led to 73 million hits on its website in a ten-week period. The brand has also been educating professionals through tutored tastings and food pairings with chocolate and even cheese.

For interviews with Besant and Shansby click here  

Fionnuala Synnott, 20/2/08