Azulana, the recently launched ready-to-drink tequila beverage from Pasadena-based Pure Azul Beverage Co., has been named the official sparkling tequila of the Rose Bowl.
Offered in a 12-ounce can, Azulana can be found at concession stands for all Rose Bowl events throughout the 2019-2020 season.
Pure Azul rolled out Azulana in late summer, and the brand made its debut at the Rose Bowl during the Rolling Stones concert on Aug. 22. Pure Azul announced its partnership with the stadium Oct. 2.
Azulana joins the rapidly growing market for ready-to-drink alcoholic beverages such as White Claw and Truly. Pure Azul plans to expand to additional U.S. markets this year and in 2020.
“Azulana is an exciting, refreshing and convenient way to enjoy the finest quality of 100% blue agave tequila,” Pure Azul Chief Executive Henry Morita said in a statement. “Our vision of offering a high-quality, ready-to-drink tequila that fans can enjoy anytime, anywhere really comes to life with our partnership with Rose Bowl Stadium.”
The first ready-to-drink beverage made with 100% blue agave tequila and sparkling soda, Azulana comes in Blue Agave, Lime and Pineapple Rosemary flavors.
“The Rose Bowl Stadium is a symbol of the great city of Pasadena,” said Jens Weiden, chief revenue officer of Rose Bowl Operating Co. “We’re especially proud to support a local brand with such a bright future and look forward to having them as a partner for years to come.”
Each can of Azulana is 4.3% ABV and retails at $13.99 per four-pack.