British-owned Tequila, VIVIR, launches in Australia


This June, premium Tequila, VIVIR, launches into the Australian market with listings secured with Coles supermarkets and other distribution partners. This exciting new expansion will see its expressions: Blanco, Reposado and Añejo Tequilas find an enthusiastic new audience in Australia, with distribution across the length and breadth of the country.

Through the distribution with Coles alone, there is an estimated annual sales value of £2.5 million across the core range of spirits made by VIVIR and El Sueño, a Tequila brand also owned and operated by Grewal and Hayes, as well as El Sueño’s canned cocktail seltzers. This success has extended to another of VIVIR’s distributors, Vintage Cellars, where VIVIR Reposado has won the company’s ‘Best of 2021’ Gold award.

VIVIR’s launch into Australia marks the 9th country the spirit is distributed in and has established an annual sales rate of 30,000 x 9 ptr cases already. The brand also shows no signs of slowing down, with launches in the Middle East, Africa and the US planned for later this year.

VIVIR was founded by Navindh Grewal and Paul Hayes, with the aim of continuing to change mainstream perceptions of Tequila through a distinctive spirit that’s produced according to long-standing traditions at the Casa Maestri distillery in Jalisco, Mexico. VIVIR is produced using 100% Weber Blue Agave and natural volcanic spring water, and its aged Tequilas – Reposado and Añejo – are also finished in American Oak ex-bourbon barrels. The result is a smooth, fresh and robust range of spirits, which has won multiple awards as it has continued its expansion into new territories.

Blanco Tequila

VIVIR Blanco Tequila, which has won awards at the Bartenders Brand Awards 2020 and Great Taste Awards 2019, was created after a year of development and over 100 iterations. The crisp, fresh spirit has sweet vegetal notes from the fully-matured agave with hints of vanilla and heather honey. VIVIR Blanco is well suited in any classic Tequila cocktail, such as a Paloma.

Reposado Tequila

VIVIR Reposado has been aged for six months and has matured into a more honey-coloured liquid with a complex flavour profile. The spirit still holds the earthy notes of the agave yet with richer vanilla and caramel notes, which makes for a great after-dinner drink. It can be imbibed neat or in an Old Fashioned or Negroni.

Añejo Tequila

VIVIR Anejo has been aged for eighteen months which adds yet more depth to the colour and flavour profile. The smoky American Oak barrel evolves the liquid into a darker caramel tone and gives it gentle woody notes which are met with a rich creamy mouthfeel. It holds well in heavier cocktails such as an Espresso Martini or enjoyed neat as though sipping a whisky.