Mayenda, a brand of The Campari Group, introduced its new luxury sipping tequila: Mayenda Tequila Blanco, launching in the United States and Mexico.

Crafted by Maestro Tequilero Jesus Susunaga and his team of experts at Casa San Nicolás, Jalisco, Mexico, Mayenda is the first luxury brand innovation of its kind from Campari Group, it says.

Mayenda’s pioneering process adds two extra steps of craft and care to ensure the deep flavors and aromas of cooked agave, which are often lost in tequila-making, appear in the bottle, the company says. The result is a richer, more elegant Blanco tequila ideal for sipping and savoring, it adds.

“When you walk through the distillery, just as the agave has finished cooking, you’re struck by the incredible roasted, caramelized, rich sweetness that envelops your senses,” Susunaga said in a statement. “Noticing that some of the most precious aromas and flavors from the agave are lost during the process, we asked ourselves ‘how were we going to take these flavors and capture them in a bottle?’”

Driven by a reverence for agave and the desire to draw out unexplored facets of its distinctive taste, Mayenda’s innovative tequila-making process took three years and dozens of iterations to perfect, the company notes. It was on that final blend that Susunaga and the team knew they had discovered a taste like no other, it says.

“Before even taking a sip, you’ll notice the complex bouquet,” Susunaga added. “The incredibly rich aroma of honey, caramelization, and a touch of pepper carries through onto the palate with every sip. Mayenda brings forward layers of flavor, something truly special in a Blanco.”

Packaged in 750-ml bottles, Mayenda Tequila Blanco is available at select retailers in Mexico, and the United States for a suggested retail price of $70 a bottle.