Heaven Hill Brands partner and agave spirits producer Tierra De Agaves debuted two new tequilas: 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 United States, 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,” Beckmann said in a news release. “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 represents the Beckmann Estate of Agave’s first collection of premium spirits, each of which captures a distinct traditional method of tequila making. Primero Plata and Primero Reposado are produced using agave solely from the Beckmann Estate, capturing a terroir composition and micro-climate that brings one of the highest sugar yields. 

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 premium 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,” nodding to the brand’s tequila-making heritage of over 250 years.

While most Reposados go to market at 80 proof, Primero Reposado is bottled at a higher-strength 90 proof, and is meant to be enjoyed neat, on the rocks, or in spirit-forward cocktails such as an Old-Fashioned. 

Primero Plata retails for $31.99, while Primero Reposado retails for $34.99. 

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ABOUT THE PRIMERO COLLECTION

The Primero Collection is a line of small-batch, 100% single estate blue weber agave tequila produced by the Beckmann Family, which holds over 250 years of experience in agave spirits and tequila making. Primero, meaning “the first,” represents the first premium collection of tequila from the Beckmann Estate of Agave, located in Tequila, Jalisco — the heart of Mexico’s agave country. For more information, visit https://lunazultequila.com/primero-tequila.php.