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Global Brands has entered the tequila category with the launch of its latest range, Take, introducing four new tequila innovations. The portfolio will include a 100% Blue Weber agave blanco tequila and a range of tequila liqueurs, created with the growing UK tequila market in mind. According to Global, which includes VK, Frankin & Sons and Hooch among its range of alcohol brands, Take offers a ‘refined smoothness’ and high-quality ingredients, as well as a vibrant brand identity inspired by Mexican culture, developed to target those who typically lean toward other spirit shots. Research from market insights firm CGA has indicated flavour as the key driver in spirits over the past five years. With this in mind, Global has developed its range of flavoured liqueurs aiming to convert the ‘tequila-curious’ into genuine fans. Three fresh flavoured liqueurs are available – pineapple, jalapeño and pink grapefruit, with a 34% ABV. They are available in a 70cl format at £29.99 RRP. Matt Bulcroft, marketing director at Global Brands, said: “We’ve developed a brand that challenges perceptions of tequila, with a fresh take on the category. Our new liqueurs offer a fantastic base for margaritas, as well as great tasting shots, without the need for salt and lime.”