For those familiar with the Herradura line and tequila in general, this is a different product with no real market comparison. It uses high quality ingredients and is technically a 100% de agave. It is not a purists tequila however due to the added agave to round the spirit. This touch of agave is to be noted as it is very sweet compared to your standard tequila, but given the general public’s propensity to sweet drinks, this is typically not a problem. This is further emphasized by the branding focusing on mainstream millennial and young GenXer and not the highly technical artisanal/ craft approach. Due to the unique flavor of the tequila, it’s easy drinking nature, the usage of high quality ingredients and price point being less than $5 over the anejo, we can particularly see this tequila working at upscale venues where guests will pay a premium for a “Beyond Smooth” tequila shot.