Tres Generaciones Plata Tequila Launches Nationwide in Japan on April 7

Tres Generaciones Plata Tequila, a premium tequila brand sold in overseas markets, is coming to Japan on April 7, 2026. Distributed by Suntory, the launch targets the growing premium tequila segment, which has gained a following among consumers in their 20s to 40s who enjoy it as a food-pairing spirit.

The global tequila market is estimated to have expanded by approximately 40% between 2019 and 2024, driven largely by premium tequila. In Japan, interest has been rising particularly among the 20 to 40 age bracket, where tequila is increasingly enjoyed alongside meals.

100% Blue Agave, Triple Distilled

The spirit uses 100% Blue Agave cultivated and matured for 6 to 8 years at the Sauza Distillery's own fields. Filtered water sourced from volcanic rock is used throughout production, and the latest diffuser process is employed to extract sugars from the crushed Blue Agave. Triple distillation using both continuous stills and pot stills delivers a smooth taste that highlights the natural character of the agave. The spirit is left unaged, preserving a fresh agave aroma and flavor.

The diffuser process involves crushing the Blue Agave and extracting sugars by passing warm water through the material using a device called a "diffuser."

Packaging Inspired by Three Generations

The bottle features three lines at its center, representing the three generations of the Sauza family who helped establish tequila as Mexico's national spirit. The pale green glass reflects the clean, clear character of the liquid inside.

About Sauza

Founded in 1873 in Tequila, Jalisco, Mexico, Sauza is a tequila brand with a long history. Established by DON CENOBIO SAUZA, the brand played a central role over three generations in developing tequila into Mexico's national spirit.

Limited-Time Event at Toranomon Yokocho

From April 7 to 17, an 11-day event will be held at Toranomon Yokocho, located within Toranomon Hills in Minato-ku, Tokyo, where visitors can enjoy Tres Generaciones Plata Tequila cocktails paired with food.

For more information, visit the Tres Generaciones official website.

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