Tequila Herradura, one of the oldest and most respected 100 percent blue agave tequila brands since 1870, announces the launch of its exclusive Buy-the-Barrel program, an exceptional opportunity for tequila connoisseurs to order their very own Herradura Double Barrel Reposado. When bottled, each barrel yields approximately 240 bottles of specially crafted tequila reposado aged for an additional month, ensuring every ounce captures flavors and notes directly drawn from the selected barrels.

Connoisseurs have the option of traveling (at their own expense) to the Hacienda near Guadalajara, Mexico, to select their own Herradura Double Barrel Reposado. Once chosen, the tequila is placed in bottles adorned with personalized labels, including the purchaser's name, number and bottling date. The barrel itself then is varnished, branded and shipped with a framed certificate of ownership. Price per barrel is approximately $10,000 and the order process takes about 45-60 days.

Celebrated Pro Football Hall of Fame inductee Emmitt Smith kicked off the program with the purchase of his own barrel at the brand's Hacienda San Jose del Refugio near Guadalajara, Mexico, on Thursday.

"I have always been a big fan of tequila and am thrilled to have the opportunity to be one of the first to travel to Casa Herradura to select my own Double Barrel Reposado," said Emmitt Smith, who became the first celebrity athlete to participate in the Buy-the-Barrel program during his visit to Casa Herradura in Amatitan, Jalisco. "More importantly, I'm looking forward to sharing this quality tequila with my friends and family in Dallas and across the U.S."

The all-natural aging process, rooted on 140 years of dedication to the craft and tradition, begins with 100 percent blue Weber agave rested in toasted oak barrels for 11 months, creating Herradura Reposado's distinct color with a cinnamon and oak aroma that provokes a rich and smooth taste. To enhance this tequila, it is matured for an additional month in a new toasted barrel handmade specifically for this extra aging. This process provides the tequila's uncommon smoothness and complex flavor notes of cooked agave, dried fruits and sweet brown spice.

"We are proud to introduce Casa Herradura's first Buy-the-Barrel program, which embraces the tequila aficionado and includes them in our celebrated selection process," said Mark Bacon, director of Casa Herradura Tequilas in North America. "We felt it was important for us, as a tequila institution, to share the art of making this fine spirit with our valued customers, such as Emmitt Smith. We believe this program provides a great opportunity to partake in an unrivaled experience with our supporters as they select a unique expression of our tequila."

As part of its relationship with Smith, Tequila Herradura was a platinum sponsor of the Emmitt Smith Celebrity Invitational at TPC Craig Ranch in McKinney, Texas from May 14-15.

For more information, please contact Alejandra Calva at (212) 219-0321 or e-mail This email address is being protected from spambots. You need JavaScript enabled to view it..

About Casa Herradura

Founded by Ambrosio Rosales and Aurelio Lopez, Casa Herradura is one of the oldest and most respected producers of tequila, which many believe delivers the world's highest quality, most authentic tequila experience because of the expertise and leadership it has developed since 1870.

Located and produced in the heart of Mexico's tequila region, in the tiny town of Amatitan, Jalisco, Tequila Herradura is 100 percent blue agave tequila carefully crafted using traditional methods, such as cooking the agave in clay ovens and fermenting naturally with wild yeast. This sophisticated process delivers a rich, smooth and unexpected taste that evokes memories of our agave fields.

Selected "Best Distillery of the Year" by Wine Enthusiast magazine in 2007, Tequila Herradura is all natural and estate bottled. For more information, please visit www.herradura.com.

Brown-Forman Corporation is a diversified producer and marketer of fine quality consumer products, including Jack Daniel's, Southern Comfort, Finlandia Vodka, Tequila Herradura, el Jimador Tequila, Canadian Mist, Fetzer wines, and Korbel California Champagnes. Brown-Forman reminds you to drink responsibly.

Source: Tequila Herradura