Jose Cuervo in silver switch

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Tequila brand Jose Cuervo is replacing its regular Clasico range with Jose Cuervo Especial Silver in a bid to win new drinkers to the category.

Diageo said the new drink’s smoother taste would appeal to young men that traditionally drink other white spirits.

“The UK tequila market is largely untapped,” said senior brand manager Emma Sherwood-Smith.

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