AMBHAR TEQUILA soft launches in UK at Boisdale Belgravia

December saw Chris Noth, Golden Globe and SAG Award nominated actor known from such prestigious projects as  “Sex and the City,” and “The Good Wife,” hosting the first ever UK tasting of his AMBHAR Tequila, an award-winning spirit made in small batches from 100% blue agave.

Noth and Jaime Celorio, CEO and founder of AMBHAR hosted a soft launch at Boisdale Belgravia. The tequila will launch exclusively at Boisdale in Spring 2019.

AMBHAR is an award-winning handcrafted artisan tequila using centuries old recipes and made in small batches with 100% blue agave for the most discerning of tequila connoisseurs. It comes in PLATA, a brilliantly pure, silver spirit, made from the purest form of agave with salty-sweet aromas and a refreshing, yet soft, taste; REPOSADO, that rests in premium oak barrels just long enough to impart its golden hue and create a remarkably smooth taste, and AŇEJO, aged in premium oak barrels and emerges as a fine spirit known for its sharp, smoky aromas and soft and silky plate.

Each beautiful AMBHAR decanter is distinctively made of heavy, virgin glass, moulded into a shape reminiscent of the canteens that the Old West cowboys used to carry their “Mexican Brandy.” An elegant horseshow is integrated into the design to bestow luck upon all who drink from the bottle.

Initially available only in California for the last two years, it just launched in Colorado, Celorio has plans to launch in states Illinois, Ohio, New York, New Jersey and Texas during 2019 distributed by Southern Glaciers and Republic.

The biggest markets are Mexico and USA for tequila and AMBHAR is currently sold at Mexican tourist destinations at Duty Free airports in Cancún, Tulum, Cozumel, Playa del Carmen, Los Caras and Mexico City amongst others.

CEO Jaime Celorio explains” London is our first step into Europe but you will find our product in duty free in tourist destinations in Mexico. We recently started selling in Colorado and by New Year we will be in Ohio and Illinois and want to be here in London by Spring of 2019.”

Rumours have been circulating that the agave supply is under pressure as the biggest brands have been buying the product in advance therefore raising demand making it expensive. Celerio is confident that AMBHAR has “no worries about supply and there is plenty of budget to keep purchasing it.”

When asked why he chose AMBHAR to partner with Noth explained, Noth adds, “My involvement with Ambhar fundamentally when I met Jaime, was seeing the passion and integrity for his tequila and then tasting it and then dinking it, a lot. Well I drink it, so why not! That is our phrase for Ambhar. It is drink not to be swilled but to be enjoyed.

Noth added “Someone said last night that smoking cigarettes are like having sex and smoking cigars are like making love, that is how it is different with AMBHAR. We want to change perception of what tequila is. I know that this tequila is not well known in UK and we hope to change your mind about that. A good drink brings us together and promotes conversation and meditation and all good things so, cheers”.

CEO Celorio adds that “By bringing Noth onboard adds value and brings trust into the market. It will add to the family owned business trust we already have. Chris is a trusted brand in USA.”

Noth has also taken on the role of Creative Director for the brand and “Why not” and “It’s always Te-quila time’ are the straplines for the brand. The advertising campaign will be created and executed by Miami based multi-cultural ad agency Any Given Day based in Miami. The creative campaigns will include print, website, digital, social media and point of sale and in-store – all endorsed by Noth.

Celorio pictured below with Chris Noth and MacDonald