THE STORY

DÉCADA is for those with a more adventurous lifestyle, entrenching culture and symbolism in every bottle. The DÉCADA consumer is mature, cultured, altruistic, brand conscious and ambitious. They enjoy an active lifestyle, design, and art, joining social clubs and being part of philanthropic causes. They are leaders in their peer group and have a significant influence over others interest and behavior. DÉCADA directly translates to decade from Spanish to English.

The letter X is used as a symbol of pride in Mexico as well as being the Roman numeral for 10, which represents the 10 years, and close to 10,000 feet it takes to grow DÉCADA’s agave.

The company was created in an effort to provide consumers with a new tequila experience that is special and represents a lifestyle people would want to be a part of. The focal point is when you drink DÉCADA you become part of a society. A society that embraces change and a category’s evolution while paying homage to it’s history and methodology.

THE TEQUILA

DÉCADA has created the smoothest, most uniquely scented and flavoured single estate 100% BLUE AGAVE tequilas available. DÉCADA has paired with The Tequilera Quiote distillery to produce its 100% Blue Agave Tequila. Tequilera Quiote has been owned and operated by the same family for the last 150 years. Located in the highlands of the small town of Atotonilco El Alto is where their 1,000 acres of brick red soil and agave filled property grows the finest piñas in the industry. The property sits almost 10,000 feet above sea level which is the highest elevation known to grow agave.

This particular agave takes an average of 10 years to meet it’s maturity which is 3-4 years longer then the surrounding lowland areas. This extra time needed from the higher elevation and it’s climate conditions increase the development of flavour in the plants that lead to DÉCADA’s one of a kind soft and fruity profile.

The production of DÉCADA is an equally patient process. Once the agave is harvested by the jimador, it is slowly roasted in clay ovens for days. This extended process softens the plant before DÉCADA gives it an even longer time to ferment. By slowing down an often rushed production, DÉCADA adds greater complexity and characteristics to their final product.

DÉCADA is the perfect match for any tequila enthusiast or casual drinker; it can be enjoyed straight or in a cocktail.

DÉCADA is offered to consumers at a RRP AUD $110 – $120 for its silver Ultra-Premium tequila and is slated to launch in the first quarter of 2015.