It is the first time Brown-Forman has sold a single barrel of Herradura Double Barrel Reposado to a bar in Europe.
‘Buying by the barrel’ has become a trend in the bar industry in recent years, particularly in the US and now in the UK. Brown-Forman also offers its Buy-The-Barrel programme on Jack Daniel’s and Woodford Reserve whiskeys.
Crazy Pedro's owner Lyndon Higginson, who travelled to Mexico to select his Herradura Double Reposado barrel, told Drinks International: “When we got the knock on the door and were asked if we would like to be the first bar [to buy one], we said: 'of course'. They set up three barrels for us to taste – they were all so different – but the one we chose has beautiful vanilla notes.”
Nidal Ramini, head of brand advocacy for northern Europe at Brown-Forman, told DI: “It’s about creating bespoke experiences. Lyndon now has a personal connection with Herradura – this kind of activity creates advocates for the brand.”
When asked if the 10% premium paid on the barrell (240 bottles) was worth the investment, Higginson said: “For a bar owner it’s a no brainer. The bottles are individual to your bar – they’re hand-numbered and have our bar’s name on them. It’s something to show off and the fact we were chosen first in Europe is a privilege. We’ll put PR behind this. When it runs out, we would like to go to Mexico again and we’ll buy two next time.”
Crazy Pedro’s Northern Quarter, which majors on tequila and pizza, is Lyndon Higginson’s second Manchester venue under the Crazy Pedro’s brand.