Warsaw, 26 March 2026: Stock Spirits Group today announced the launch of Sierra 100% Agave, a new range that strengthens the Group’s Tequila portfolio and reflects its continued investment in the category.
The 100% Agave category is fast becoming one of the most dynamic areas of the Tequila sector worldwide, driven by growing consumer interest in provenance, quality, and brand authenticity. The introduction of Sierra 100% Agave comes at a time of strong momentum for the brand, following recent international recognition for the Sierra portfolio, including Sierra Tequila Blanco being awarded a Gold Outstanding medal at the 2025 International Wine & Spirit Competition (IWSC).
The new range places an even stronger spotlight on Sierra’s Mexican heritage. Each expression is produced in Mexico at the family-owned Destilerías Sierra Unidas in Guadalajara, Jalisco. The blue weber agaves are sourced from the Sierra Madre Mountains surrounding the city—a region known for its rich soil, ideal climate, and outstanding agave quality. The agaves grow for up to seven years before harvesting, resulting in a fruity, smooth, and well-balanced profile across all variants.
Developed with versatility and accessibility in mind, the new expressions can be enjoyed neat as a shot, or as a high-quality base for cocktails.
The range includes:
A new bottle design has been developed specifically for Sierra 100% Agave, drawing on inspiration from traditional Mexican Tequila bottles, while incorporating Sierra’s recognisable brand elements, including the iconic sombrero, the Pancho character and visual references to the Sierra Madre Mountains.
Hendrik Schatz, Marketing Director at Stock Spirits Group, said: “As the 100% Agave category grows rapidly, this launch reflects a real investment in Sierra, building on its heritage and quality, while staying true to the energy, approachability and sense of fun that makes Sierra special. It’s a range we’re excited about, and one that we believe fits with how people want to enjoy and experience Tequila today.”
To mark the launch, Stock Spirits Group has partnered with Heinemann, one of the world’s leading travel retail distributors, as the first customer to list the Sierra 100% Agave range. Spanning 20 airports across Europe, the partnership establishes travel retail as a key platform for international visibility and consumer discovery, while supporting the Group’s broader expansion ambitions.
The Sierra 100% Agave range will roll out more broadly across European markets throughout 2026 and 2027, and will be supported by Graciela Gonzalez, a fourth-generation female master distiller continuing the Gonzalez family’s long-standing Tequila-making tradition.
