The latest food and beverage industry news and trend analysis

Luxury tequila brand Chrome Horse Society has officially announced its market entry into Colorado, executing a strategic launch event during Aspen Gay Ski Week.

The rollout is centred around a high-visibility activation at Madame Ushi Aspen, the venue owned by Grammy Award-winning DJ and producer Cedric Gervais. The launch underscores the brand's strategy of embedding itself within cultural "epicentres" rather than relying solely on traditional retail distribution to build brand equity.

The Aspen Activation

The launch spans a weekend of programmed events designed to position the spirit at the intersection of nightlife and luxury lifestyle.

• Friday: Features a set by legendary DJ David Morales.

• Saturday: Culminates in a Chrome Horse-sponsored party headlined by Cedric Gervais, a close associate of brand founder Jack Morgan.

This experiential marketing approach aims to establish the brand's "bold energy" ethos directly with key tastemakers and cultural leaders gathered for the iconic winter festival.

Sport and Culture

Beyond the Aspen launch, Chrome Horse Society is aggressively targeting the luxury sporting demographic. The brand was recently designated as the Official Tequila of the 2026 Winter Equestrian Festival.

This partnership includes the debut of the festival's first-ever signature cocktail, the "Show Pony," cementing the tequila's presence in high-net-worth sporting circles.

Product Specifications

Chrome Horse positions itself in the ultra-premium segment, leveraging a "striking" proprietary bottle design to drive shelf appeal.

Technical Profile:

• Raw Material: 100% Blue Weber agave.

• Distillation: Triple-distilled to ensure a clean, refined finish suitable for sipping neat.

• Usage: Marketed as versatile enough for both neat consumption and high-end mixology.

Jack Morgan, Founder of Chrome Horse Society, commented on the significance of the location:

"Chrome Horse is about savoring the moment and enjoying exceptional experiences. Launching in Colorado during Aspen Gay Ski Week — and celebrating with close friends like Cedric — is exactly the kind of moment we built this brand for."