Brown-Foreman enters tequila market

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Brown-Foreman Corp. is joining the booming super-premium tequila industry with Don Eduardo, which should have national coverage by the end of the year.

Don Eduardo first appeared in Arizona, New Mexico, Texas and other Sunbelt states in the summer. The tequila is available in three expressions: Don Eduardo Silver, which is distilled three times and costs about $38 per 750-ml bottle; Don Eduardo Anejo goes for $43 and is aged two years; and the $199 Don Eduardo Anniversario, which is aged for eight years in once-used whisky barrels that give it a caramel and vanilla taste.

The tequila category grew 17% in 1997, the latest figures available, according to Brown-Foreman.

Copyright August 1999, Crain Communications Inc.

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