Today, Heaven Hill Brands partner Tierra De Agaves has announced the debut of Primero Plata and a high-proof, Heaven Hill Bottled-in-Bond barrel-aged Primero Reposado.
Overseen by eighth-generation producer Jorge Beckmann, the new expressions are small batch, 100% single estate agave tequilas, joining Primero Cristalino and Primero Humoso to comprise the brand’s Primero Collection.
Primero Plata and Primero Reposado are now available for purchase in select markets across the U.S., including Georgia, Michigan, South Carolina and Texas.
“The expressions found within the Primero Collection represent our family’s continued commitment to excellence and innovation in tequila production,” says Beckmann. “This portfolio captures generations of passed-down knowledge, combining traditional methods with modern precision. We’ve been patient in expanding our premium offerings, ensuring each new expression meets our exacting standards before introducing it to tequila drinkers. I am pleased to finally bring Plata and Reposado into the fold.”
Primero Plata and Primero Reposado are produced using agave solely from the Beckmann Estate, meant to capture a terroir composition and micro-climate that brings one of the highest sugar yields, the company says. Furthermore, the expressions found within the Primero Collection are produced using a proprietary species of yeast, adding an element of green fruit and herbs such as eucalyptus not found in other tequilas produced locally.
The new expressions are housed within glass with embossed leather neck wraps – navy blue for Primero Plata and gold for Primero Reposado. Each offering is stamped with a seal that reads “Casa Lunazul – Jalisco 1823,” referencing the brand’s tequila-making heritage of over 250 years.
Primero Plata (40% ABV), translating to “Silver,” is unaged and crystal clear in color. On the nose, Primero Plata offers herbal notes of eucalyptus and mint alongside cooked mature agave and peppermint, the distillery reports. A peppery palate with fruit tones and honey gives way to a citrus and herb-forward finish.
Aged in former Heaven Hill Bottled-in-Bond barrels, Primero Reposado (45% ABV) has a golden bright shine courtesy of the American oak it is housed in, according to the distillery. Primero Reposado has an aroma of vanilla, butterscotch, roasted almond and honey, with a palate of caramel, and layers of vanilla, chocolate and spice evolving to subtle oak. The finish contains lingering coffee, almond and hazelnut notes. While most Reposados go to market at 80 proof, Primero Reposado is bottled at a higher-strength 90 proof.
Primero Plata retails for a suggested price of $31.99, while Primero Reposado retails for $34.99.
