Cuervo Unveils Devil’s Reserve: Time to Raise a Little Hell

If you’re feeling a little nudge from the devil on your shoulder and craving a night of fiery fun, it’s time to give in! Today, Cuervo®, the world’s leading tequila brand, introduces Devil’s Reserve™—a bold new tequila with a devilishly sweet heat.

The story goes that the Devil, looking to host a wild party in hell, sought out those who know how to have a good time. Naturally, he turned to Cuervo. The deal was simple: for every batch of Cuervo tequila made, the Devil gets his fair share. And from that fiery pact, Devil’s Reserve was born. After a journey through hell and back, Cuervo crafted this spirit infused with a devilish sweetness and a hint of heat. With a smooth flavor and a lower ABV, Devil’s Reserve is perfect for mischievous nights out, whether it’s shots with friends or crafting spicy-sweet cocktails.

New generations of tequila fans, especially Gen Z and younger millennials, are shaking things up. These adventurous drinkers favor flavor-forward spirits with lower alcohol content and love combining socializing with vibrant, unforgettable drinks. Devil’s Reserve delivers just that, catering to those who crave bold, sweet, and spicy experiences in their tequila.

“Devil’s Reserve introduces a new dimension to tequila, perfectly capturing the mischievous spirit of the Devil for those seeking unforgettable adventures and the perfect drink,” said Lander Otegui, Senior VP of Marketing for Proximo Spirits. “With centuries of good times under our belt, Cuervo knows exactly how to raise a little hell.”

Devil’s Reserve stands out with its fiery light yellow hue and a sweet heat finish that teases the palate. The bottle’s design is as striking as the tequila itself, featuring vibrant labels inspired by Mexican folk art, including loteria cards and Alebrije creatures.

To spread the word, Cuervo partnered with the legendary West Coast Customs, famous for “Pimp My Ride,” to create custom Devil’s Trucks. These eye-catching vehicles will tour cities across the U.S., offering fans a taste of Devil’s Reserve. Stops will include major cities like Chicago, Orlando, Tampa, Nashville, Los Angeles, and more throughout the year.

Cuervo is also collaborating with Always Friday Media and its fan-favorite brand, Friday Beers, for the “Raise a Little Hell” tour, coinciding with key college football games in 2024. The tour will hit cities like Tempe, Ann Arbor, Athens, Austin, and Nashville. Fans can follow @friday.beers on Instagram to catch the latest updates.

Devil’s Reserve is available now at select retailers nationwide for an SRP of $20.99 (750ml/30% ABV). Enjoy it chilled as a shot or in cocktails like the Devil’s Soda, Diablito Margarita, or Devil’s Tonic. For recipes and more info, visit www.DevilsReserve.com and follow @DevilsReserve on Instagram.

ABOUT JOSE CUERVO®

Cuervo is a Mexican family-owned brand established in 1795 and the largest producer of tequila worldwide. Passed down through 10 generations of the Cuervo family, the brand’s portfolio includes Cuervo Especial®, the best-selling tequila globally, Cuervo Tradicional®, Reserva de la Familia®, and the new Jose Cuervo Devil’s Reserve™. For more information, 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.

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