Clase Azul Unveils Premium Tequila 'Ultra'

Extra A?ejo Tequila, 'Ultra' Released
14 Years from Blue Agave Cultivation to Final Bottling
"Aiming to Become the Leader in the Domestic Premium Tequila Market"

Mexico's premium tequila brand 'Clase Azul' is targeting the domestic premium tequila market by emphasizing the upgrading of its lineup.

Clase Azul Korea held a press conference on the 16th at Signiel Seoul in Songpa-gu, Seoul, officially announcing the domestic launch of the brand's top-tier product, the extra a?ejo tequila 'Ultra.' With the release of Ultra, Clase Azul will introduce its entire lineup in Korea, consisting of 'Plata' (unaged), 'Reposado' (8 months aged), 'Gold' (blended), 'A?ejo' (25 months aged), and Ultra (60 months aged).

Master Distiller of Clase Azul, Biri Diana Tinoco

Ultra is a top-level tequila created through an intricate production process spanning approximately 14 years, from agave cultivation to final bottling. It uses only premium blue agave aged 6 to 8 years, grown in Los Altos, Jalisco, Mexico, known for its ideal climate and soil. After distillation, Ultra undergoes a long aging period of 5 years, maturing for 3 years in American whiskey barrels followed by more than 2 years in Spanish sherry barrels.

Tequila is a type of Mexican distilled spirit called 'Mezcal,' which is made by distilling the succulent plant agave (Agave). Among mezcals, only those made from blue agave near Guadalajara in Jalisco are called tequila. Depending on the aging period, tequila aged less than two months is called 'Blanco,' which is mainly used for cocktails. Those aged less than one year in oak barrels are called 'Reposado,' less than three years 'A?ejo,' and over three years 'Extra A?ejo.'

Klasse Azul's Top-Tier Premium Tequila 'Ultra'

Viridiana Tinoco, Clase Azul's master distiller, said on the day, "Korea is a country that the Mexican headquarters is paying attention to due to the rapid growth of its market," adding, "We will actively invest and conduct marketing activities to introduce Clase Azul's differentiated appeal to Korean consumers who have a high level of discernment and delicate sensibility toward tequila, and strengthen our leadership in the premium tequila market."

Recently, the liquor industry has been selecting tequila as the next distilled spirit to follow whiskey. Tequila's use of the unique raw material agave distinguishes it from other distilled spirits made from grains like barley and rice or fruits like grapes and apples, offering distinctive flavors and aromas. In particular, the image of tequila as a cheap liquor is fading, with brands and lineups being reorganized around high-end products emphasizing quality raw materials and long aging.

Last year, Diageo Korea launched 'Don Julio 1942' as a signal, and this year, HiteJinro and Kooksoondang have consecutively introduced 'Komos' and '818 Tequila,' respectively. Clase Azul also plans to strengthen its position in the domestic premium market with the release of Ultra.

In fact, compared to traditionally strong distilled spirits in the domestic market such as whiskey and China's baijiu, tequila is still a relatively small category, but its recent growth is clear. According to Korea Customs Service import-export trade statistics, domestic tequila import value increased about 2.5 times from $2.53 million (approximately 3.4 billion KRW) in 2020 to $6.48 million (approximately 8.8 billion KRW) last year. Especially, the import value has increased faster than the import volume, showing a clear trend of growth centered on premium products. As of September this year, both import value and volume have increased rapidly compared to the same period last year, reaching $4.81 million (approximately 6.6 billion KRW) and 543 tons, respectively.