Single Estate Tequila 'Ocho' Launched in Korea
Domestic Tequila Import Value Up 50% in Three Years
Rapid Rise with a Character Distinct from Whiskey
As tequila rises as a blue chip in the distilled spirits market, distinguished by its unique aroma and flavor compared to whiskey, Ayoung FBC has launched a new tequila brand, challenging the domestic tequila market.
Single Estate Tequila 'Ocho' Launched in Korea
On the 11th, Ayoung FBC held a press conference in Seocho-gu, Seoul, officially launching the tequila brand 'Ocho (Tequila Ocho)' in the domestic market.
Ocho, established in 1937, is a tequila brand that emphasizes the "terroir of tequila," focusing on delivering the pure taste of agave and the unique characteristics of the soil as its core value. It is the world's first brand to introduce the Single Estate concept to tequila, producing limited quantities of tequila each year using agave grown exclusively on a specific single farm. Like wine, it reflects differences in farms and climate by vintage, offering tequila with distinct personalities each year.
The products introduced through this domestic launch include three types: 'Plata Tierras Negras,' '2024 Reposado Mirandillas,' and 'Anejo San Jeronimo.' Plata is a pure form of blanco tequila, characterized by its clean and fresh flavor without aging. It offers a refreshing first impression with fresh herb and citrus notes, followed by a subtle spiciness of white pepper and a long finish in the mouth.
Reposado Mirandillas is tequila aged for 8 weeks and 8 days in American whiskey casks, harmonizing the fresh characteristics of agave with the soft touch of oak from aging. It impresses with a smooth and creamy texture blending ripe fruit, subtle vanilla, and butterscotch. The agave grown in Mirandillas, a high-altitude region at 5,200 feet (about 1,600 m), boasts excellent sugar content, enhancing the complex aroma and taste of the tequila. The top-tier product, Anejo San Jeronimo, is Ocho’s signature aged tequila, matured for at least one year, offering deep and complex flavors. It features harmonious notes of dark cacao, coffee, musk, and dried fruit, with a long and profound peppery finish, priced in the mid-to-high 200,000 KRW range.
Jesse Estes, the global ambassador of Ocho, is explaining the brand at a press conference held on the afternoon of the 11th.
Jesse Estes, Ocho’s global ambassador, explained, "Most tequilas blend agave harvested from various regions to maintain a consistent taste, but Ocho carefully selects and harvests only the ripest agave from estate fields in the highlands of Jalisco. This reflects the subtle flavor differences imparted by each soil and climate, similar to the vintage concept in wine, representing an unprecedented innovative approach in the tequila industry."
Tequila is a type of Mexican distilled spirit called 'Mezcal,' which is made by distilling the succulent plant agave. Among mezcals, only those made from blue agave grown near Guadalajara in Jalisco state are called tequila. Depending on the aging period, tequila aged less than two months is called 'Blanco,' a clear white spirit mainly used for cocktails. Those aged less than one year in oak barrels are called 'Reposado,' less than three years 'Anejo,' and over three years 'Extra Anejo.'
Aroma and Flavor Differentiated from Whiskey... Could It Be an Alternative to Single Malt?
Ayong FBC’s launch of a new tequila brand is based on the high growth potential of this spirit category and aims to expand its influence in the distilled spirits market. Since last year, the domestic liquor industry has been competitively adding tequila brands to their portfolios. Diageo Korea opened the premium tequila market with 'Don Julio 1942,' followed by new tequila brands introduced in Korea within the past year, including Hite Jinro’s 'KOMOS,' Kooksoondang’s '818 Tequila,' Pernod Ricard Korea’s 'Altos,' and 'Clase Azul.'
The aggressive tequila launches by domestic liquor companies come amid a slowdown in the growth of single malt whiskey, which led the premium distilled spirits market during the COVID-19 pandemic. Tequila is seen as having the competitiveness to replace it. In fact, tequila has shown rapid growth in the global market recently, which is a key reason domestic companies have decided to import it. According to global liquor statistics agency IWSR, tequila recorded double-digit growth rates for five consecutive years from 2018 to 2023.
Above all, the industry views tequila’s unique character, distinct from single malt whiskey, as a strength. An industry insider said, "Whiskey is a grain-based spirit primarily made from barley, whereas tequila is made from the agave plant, so it offers distinctly different aromas and flavors from whiskey. We see it as a spirit with high growth potential because it can respond to rapid trends in the liquor market while providing a unique appeal."
Although the absolute size of the domestic tequila market is still small, it is showing continuous growth. According to customs export-import trade statistics, domestic tequila imports increased by 66.4% from 434 tons in 2020 to 722 tons last year. During the same period, import value rose about 2.5 times from 2.53 million USD (approximately 3.7 billion KRW) to 6.46 million USD (approximately 9.5 billion KRW). Especially, the growth centered on premium products has become more pronounced, with the import value per ton increasing by 53.3% from 5,829 USD in 2020 to 8,940 USD last year.
Ayong FBC plans to actively pursue related marketing, expecting Ocho to appeal to both wine and whiskey consumers as a brand applying the concepts of terroir and vintage to tequila. An Ayong FBC representative said, "With liquor companies actively expanding their lineups and pursuing premiumization strategies, demand for premium tequila is expected to continue increasing. Premium tequila is forecasted to be an item that will change the landscape of the high-end liquor market, so we plan to expand market share targeting major bars and restaurants."
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