SUAVE Tequila lands Amathus Drinks listing

Amathus Drinks is to list the ultra-premium, sustainable, luxury brand, SUAVE Tequila from August 2024. This is the first major listing in a physical retail group in the UK for the tequila. Amathus has quickly grown to become the wine and spirit merchant of choice for the exceptionally knowledgeable clientele in some of the UK’s prime locations.

The listing will be celebrated with a prominent window display in the Group’s flagship store in Soho, London and the brand will be stocked in all of Amathus’ established outlets as well as in its five new and forthcoming stores.

The Suave Tequila expressions available in Amathus will be:

• Suave Blanco (36.4% ABV; RRP £95)
• Suave Lunar (36.4% ABV; £109)
• Suave Reposado (36.4% ABV; £160)
• Suave Ultra Añejo (36.4% ABV; RRP £2000).

The brand is imported and distributed by  JBE Imports who have been instrumental in gaining the Amathus listing. Amathus, as a brand, has been described as having each of its stores oozing “an edgy, drinks-savvy but warm atmosphere which is very much an expression of [their] local terroir”.

The liquids are differentiated by a strict policy of using no additives or colourants, a mission which is at the heart of all that this company does. The liquids are smooth, complex, full-bodied, additive-free, Kosher certified, and one of only three tequilas in the world to be certified with a Butterfly Mark through Positive Luxury. SUAVE is designated a ‘change-maker’ by Positive Luxury due to its ESG-focused sustainability beliefs and credentials. Premium Suave Tequila [relies] on 100% organic farming practices.

This range of sipping tequilas is as authentic as they come. The company even cultivates its own agave seedlings, so it oversees every aspect of production from start to finish, resulting in the perfect blending of tradition and contemporary aesthetics.

The packaging is an elegant, sculptural, organically shaped bottle, with the different styles denoted by the colours of the labels and closures.

As an example of the attention to detail, Suave’s makers ensure that the Ultra Añejo is aged for six years instead of the required minimum of four. The barrels for this expression are bespoke: they are made for the company using American Oak which has notes of vanilla and warm spices.  These barrels are used only once, and each bottle comes with a stave from the barrel in which it matured. This expression is one that collectors will wish to acquire. 

One way in which this tequila differs from others is that the company uses only the very heart of the agave pina. All the green outer surface is stripped away so that only the pure white core of the pinas makes it into production.

Deborah Ernst, Director of International Sales, Suave Tequila, says: “We are thrilled to be working with Amathus Drinks. We admire their ethos and their customers are discerning.  Luxury doesn’t mean extravagance. It’s about responsibility, authenticity, craftsmanship, and taste. It’s about respecting the environment as much as we respect our customers and consumers and, in turn, asking them to respect our pride in our traditional methodology and artisanal approach to everything from the agave cultivation to the creation of the tequilas. In this fast-paced world, for us, it’s all about slowing down from time to time and just enjoying the moment… whether that’s taking a break and slowly sipping and enjoying our liquids or the unhurried process by which they are made and matured.“

Jonathan Braham-Everett, founder and director of JBE Imports, commented: “We are proud to be instrumental in introducing this superb brand to Amathus. We look forward to bringing the brand to wider attention. To be in the Amathus Soho store and the other great outlets in London, Bath, Brighton and soon, in a prime location in Oxford, is a great step forward for this fine brand.”

For UK trade sales, contact: sales@jbeimports.co.uk