Casa Herradura launched its latest product extension and innovation, Herradura ULTRA. Casa Herradura's Añejo tequila provides the base for Herradura ULTRA. The Añejo is blended with premium Extra Añejo that has been aged for up to 49 months in American White Oak barrels. A subtle hint of agave nectar is added before the liquid is filtered, creating a rich, crystal-clear tequila with a full-bodied flavor and ultra-smooth taste.

"ULTRA offers a 'Beyond Smoothness' taste to consumers in-the-know who are looking to celebrate with friends in a high-energy setting," said Liz Edwards, senior brand manager for Tequila Herradura. "Our portfolio already includes premium tequilas that consumers view as a symbol of their sophistication; however we were missing a tequila that celebrated with our consumers during their nightlife experiences. After a successful launch in Mexico, we are confident that ULTRA will deliver on U.S. consumers' expectations."

The launch of ULTRA is being supported with a full marketing campaign. In addition to product rollout in key markets in June, the brand plan includes on-premise sampling, bartender trainings, ATL campaign, public relations, as well as digital and social media efforts.

The suggested way to enjoy ULTRA is stirred with ice and once chilled, served neat in a shot glass. The ultra-smooth tequila will be priced at parity with other luxury tequila brands and available for purchase at on-premise accounts in select markets including: California, Florida, Georgia, Nevada and Texas.