Page 64 - TFWA World Exhibit 2024 Special Edition

INSIDER

Ultra-premium Tequila Komos debuts in GTR with DFS in key U.S.

hubs

WEBB Banks, a division of Southern
Glazer’s Wine & Spirits, launched ultra-
premium tequila brand Komos into global
travel retail this summer with eye-popping
activations with DFS at SFO, LAX, and
JFK airports.
The launch featured four SKUS:
Añejo Cristalino, Extra Añejo, Komos XO,
and Reposado Cristalino, which is available
exclusively in GTR.
Angel Garay, Sr. Director of Sales –
Travel Sales & Export at Southern Glazer’s
Wine and Spirits, tells TMI that the
response to the brand at the three important
U.S. airports has been extremely positive,
and the plan is to expand the brand’s
presence into Europe.
“This is Tequila Komos’ inaugural
launch within travel retail and we are
already starting to pick up some traction. Tequila Komos was featured with DFS at JFK Terminal 4 for August and September.
There is definitely an ultra premium tequila
customer out there,” says Garay.
In July, DFS launched Tequila Komos The SFO and JFK activation includes While the Tequila Komos portfolio is
with HPPs at LAX and SFO, and JFK tastings of the TR Reposado Cristalino and known for its ceramic and crystal bottles,
followed in August with a two month Añejo Cristalino. Komos Reposado Cristalino comes in a
program. The Komos tequilas are featured The GTR-exclusive Komos Reposado metalized bottle, handmade by artisans in
at four ultra-premium price points running Cristalino is crafted with 100% Blue Mexico and designed to be upcycled.
from Reposado Cristalino at $130.00, Weber agave, hand-harvested from both In its latest report, IWSR says that
Añejo Cristalino at $140.00, Extra Añejo at the Highlands and Lowlands in Jalisco, premiumization is a key trend in GTR with
$450.00, and XO for $2,000.00. Mexico. Komos Reposado Cristalino is tequila in particular building momentum
Garay tells TMI that one customer aged for six months in French oak barrels beyond the U.S. and Mexico, and in Europe
bought three bottles of the $2,000 XO at formerly used for red and white wine. and Asia especially.
LAX in cash.

Tequila Komos was launched with HPPs at SFO (above)
and LAX (right) with DFS.

October 2024 64