Cuervo Unleashes Devil’s Reserve: Raise a Little Hell with Their New Release

If your inner devil is whispering for a night of wicked fun, Cuervo® has just the treat for you. Introducing Devil’s Reserve™, Cuervo’s newest tequila offering with a bold, sweet heat that’s sure to ignite your senses.

“Tequila Consumers in the U.S. by Age”

Legend has it that the Devil himself, craving a lively soirée in the underworld, turned to Cuervo for his fix. Known for their expertise in crafting unforgettable experiences, Cuervo answered the call by creating Devil’s Reserve—a tequila that’s as delightfully mischievous as it is smooth. With a lower ABV and a devilishly sweet kick, this tequila is perfect for those spontaneous nights out or mixing into tantalizing cocktails.

As tequila’s popularity surges among younger drinkers, including Gen Z and millennials, Cuervo’s Devil’s Reserve steps up to meet their demand for flavorful spirits with a lower ABV. These vibrant consumers are seeking adventurous, spicy-sweet flavors that elevate their tequila experience, and Devil’s Reserve delivers just that.

“Devil’s Reserve introduces a groundbreaking flavor to the tequila scene, embodying the Devil’s playful spirit for those unforgettable nights of revelry,” said Lander Otegui, Senior Vice President of Marketing for Proximo Spirits. “Cuervo’s legacy of fun spans ten generations, and we know how to stir up a little hell with style. The Devil truly is in the details.”

The new tequila features a fiery, light yellow hue and a sweet heat that captivates the palate. Its bottle design draws inspiration from Mexican folk art, showcasing vibrant imagery and traditional motifs.

To celebrate the launch, Cuervo has teamed up with West Coast Customs to create exclusive Devil’s Trucks, which will tour various cities, offering fans 21+ the chance to sample Devil’s Reserve. The tour will hit locations including Chicago, Orlando, Tampa, Nashville, Los Angeles, San Diego, and Santa Barbara throughout the year.

Additionally, Cuervo is collaborating with Always Friday Media and Friday Beers for the “Raise a Little Hell” tour, which will coincide with major football games in Tempe, Ann Arbor, Athens, Austin, and Nashville. Follow @friday.beers on Instagram for tour updates.

Devil’s Reserve is now available at select retailers nationwide for an SRP of $20.99 (750ml/30% ABV). Enjoy it chilled or mix it into devilishly delightful cocktails like the Devil’s Soda, Diablito Margarita, and Devil’s Tonic. For recipes and more information, visit www.DevilsReserve.com and follow @DevilsReserve on Instagram. High-resolution images are available here.

About Jose Cuervo®

Cuervo, a family-owned brand since 1795, stands as the largest producer of tequila worldwide. With a legacy spanning ten generations, Cuervo continues to set the standard in tequila craftsmanship. The portfolio includes Cuervo Especial®, Cuervo Tradicional®, Reserva de la Familia®, Jose Cuervo Golden Margarita®, Authentic Jose Cuervo Margaritas®, Jose Cuervo Margarita Mix®, and now Devil’s Reserve™. For more details, visit www.cuervo.com.

Jose Cuervo® Tequila with Natural Flavors. 30% Alc./Vol. (60 proof). Trademarks owned by Becle, S.A.B. de C.V. ©2024 Proximo, Jersey City, NJ. Please drink responsibly.

[1] “IWSR Drinks Market Analysis 2023 Report,” 2023.

[2] “Tequila Consumers in the U.S. by Age,” Statista, accessed August 7, 2024, Statista.

[3] IWSR. “How Might Gen Z Reshape Beverage Alcohol in the US?” The IWSR. Accessed August 8, 2024, IWSR.

[4] “Summer 2024 Flavor Trends: Tropical and Swicy,” MRKT Blog, April 15, 2024, MRKT Blog.

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