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In this “Next Round,” VinePair Podcast host Zach Geballe interviews Jennifer Simmonds, senior brand and integration manager at Tequila Herradura, a premium tequila brand celebrating its 150th anniversary this year.

In this discussion, Simmonds explains the history of the brand, which has continuously focused on sustainability, tradition, and innovation since its founding in 1870. For starters, Simmonds says, the brand invented the Reposado and Extra Añejo tequila categories. She also shares the story behind the recognizable horseshoe design, which has been featured on Herradura’s bottles since its beginnings.

While discussing Herradura’s various products — including Herradura Silver, Reposado, and Ultra — Simmonds shares some of her favorite cocktails to make, such as Herradura’s Horseshoe Margarita (recipe below).

According to Simmonds, ultra-premium tequila such as Herradura is trending. This is evidenced by the brand’s surprising growth in recent months, she says, while the demand for tequila is rising as a whole. Over the past year, ultra-premium tequila has grown over 40 percent, causing a spike in Herradura’s growth, she says.

However, Simmonds adds, this success has not been shared by the many bars and restaurants struggling due to the ongoing pandemic. Herradura has therefore been taking action to help struggling businesses, from sending care packages to restaurants and on-premise locations the brand has had relationships with, to donating to various relief funds.

Looking to the future, Simmonds expects Herradura to continue innovating while staying true to tradition. Herradura is launching its 150th anniversary Herradura Anniversario, a 100-month-aged tequila, this September. Simmonds believes that drinking tequila can help us feel a sense of connection and community during these challenging times.

Herradura’s Horseshoe Margarita Recipe:

1 part Tequila Herradura Silver
2 parts lime juice
Agave nectar to taste

Fill shaker with ice.
Add all ingredients to shaker, and shake until ice starts to melt.
Strain into a rocks glass over ice.

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