Cierto is a striking new tequila brand on U.S. shelves, but can it justify a sky-high price point? tequila agave cocktails
In recent years, U.S. consumers have demonstrated not only an ever-growing thirst for agave spirits such as tequila and mezcal, but also a willingness to embrace the premiumization of those spirits categories.
It’s hard to tell how much of this is puffery, but the company certainly isn’t lying about positioning Cierto as “luxury tequila,” that’s for certain. The $89 price tag of its unaged blanco tequila makes that quite clear off the bat, with subsequently higher prices for aged expressions. That’s a range reminding me ofanother series of expressions I tasted with similarly high price points.
So, with all that said, let’s get into tasting Cierto’s newly launched Private Collection, which includes a blanco, reposado, añejo and extra añejo. No cristalino tequila, which is a gimmick I think we can all do without. All expressions at 40% ABV .According to the company, Cierto’s flagship unaged tequila is “smooth and fresh, with an herbaceous aroma that imparts sweet floral and agave notes.
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