Tequila! First-in-the-nation deal brings craft liquors to NH from Mexico

Craft tequila tasting April 3 at Manchester Country Club from 6-8 p.m.

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Representatives of NHLC, ProMexico and Mexican distilleries during a November 2017 trade mission to New Hampshire. Courtesy Photo

CONCORD, NH – The New Hampshire Liquor Commission (NHLC) and the Mexican government have forged a first-of-its-kind partnership to provide NH Liquor & Wine Outlet customers exclusive access to the world’s finest craft tequila. Over the past year, NHLC has worked with Mexican trade and investment officials at ProMéxico and tequila distillers from the Mexican province of Jalisco to identify rare, ultra-premium craft tequila with limited to no U.S. distribution. NH Liquor & Wine Outlets will be the first retailer in the nation to carry each of these 23 tequila expressions from eight distilleries.

These selections, along with recent single-barrel tequila offerings from Patrón, Herradura and Casa Noble will be on display at the state’s first-ever Tequilas of Mexico event on April 3 from 6 – 8 p.m. at Manchester Country Club in Bedford, Tickets can be purchased for $65 and information can be found here.

Where tequila comes from: Agave fields at Hacienda Patrón in Jalisco, Mexico. Courtesy Photo

“The New Hampshire Liquor Commission is committed to offering our 11 million annual NH Liquor & Wine Outlet customers access to the world’s finest wines and spirits,” said NHLC Chairman Joseph Mollica. “This innovative partnership with ProMéxico will enable our consumers to be the first to discover rare, ultra-premium craft tequilas, enhance our already expansive selection of tequilas and deliver critical revenue to the State of New Hampshire. We sincerely thank representatives from ProMéxico, participating distilleries and our local brokers for their involvement in this initiative.”

NHLC approached ProMéxico, which promotes the attraction of direct foreign investment and the export of goods and services, with a desire to expand its craft tequila offerings and to be the first wine and spirits retailer in the nation to offer all of these products. After explaining New Hampshire’s unique control state business model, low-barriers to entry and streamlined approval process, a trade mission was arranged for November 2017. Eight distillers, representatives from ProMéxico and Tequileros, the National Chamber of the Tequila Industry, visited NH Liquor & Wine Outlet locations, attended NHLC’s annual Distiller’s Showcase of Premium Spirits and presented product to NHLC buyers. NHLC purchased a range of tequila from each distillery, which will be offered at select NH Liquor & Wine Outlet locations in April.

NH’s first-ever Tequilas of Mexico event will take place on April 3 at Manchester Country Club in Bedford. Tickets are $65. Click here for tix.

“As the first exporter and largest producer of tequila in the world, México provides the world with 375 liters per minute,” said Mildred S. Ruiz, Trade Commissioner for ProMéxico in the Northeast. “One of ProMéxico’s primary objectives is to collaborate closely in the promotion of our national beverage of excellence. The New Hampshire Liquor Commission has been an outstanding partner in these efforts and we are excited to share these exceptional products with NH Liquor & Wine Outlet customers.”

Participating distilleries through the ProMéxico collaboration include: Adictivo, Campanario, Cava de Oro, Cobalto, Don Valente, Vinvos y Licores Azteca Tequila Espectacular, Tierra Azteca and Torus Real.

Demand for tequila is on the rise across the United States and in New Hampshire as well. In the last 12 months alone, tequila sales (9L bottles) at NH Liquor & Wine Outlets have increased by 5.5-percent. NHLC has been at the forefront of these trends through its offering of ultra-premium barrel-aged tequilas. 


NHLC recently hand-selected 20 individual barrels of ultra-premium, barrel-aged tequila from the Patrón, Herradura and Casa Noble distilleries in Mexico. Each of the barrels – nine from Patrón – Anejo, Reposado, Roca Añejo; seven from Herradura – Double Barrel Reposado & Double Barrel Añejo; and four from Casa Noble – Joven, Reposado & Extra Añejo– vary greatly in flavor profile, aging process and proof.

Each tequila was selected with NH Liquor & Wine Outlet customers in mind — from expert to newcomer. Mark Roy, NHLC Spirits Marketing and Sales Specialist, worked with tequila makers at each distillery to ensure every selection had quality and characteristics that would resonate with customers. A video of the selection process is available at www.liquorandwineoutlets.com/tequila. Approximately 4,800 bottles of the Patron, Herradura and Casa Noble selections are available exclusively at select NH Liquor & Wine Outlet locations.

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