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Proximo Spirits’ tequila brand Jose Cuervo has introduced a new, lower-ABV tequila, named Devil’s Reserve.

Devil’s Reserve has an ABV of 30% and is infused with a sweet heat, providing consumers with a spicy kick.

Jose Cuervo says that the new spirit was crafted to tap into growing demand from 'legal drinking age Gen Z and younger millennials [who] are consuming more tequila than any other generation but are flocking toward flavour-forward spirits with a lower ABV”.

Lander Otegui, SVP of marketing for Proximo Spirits, said: “Devil’s Reserve unleashes an entirely new taste upon the world of tequila, bringing the devil’s mischievous spirit to life for those craving unforgettable nights of adventure with the perfect drink in hand. Cuervo has an epic legacy in creating centuries of good times across ten generations.”

Jose Cuervo Devil’s Reserve is available to purchase now at select retailers across the US for an RRP of $20.99.

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