Chipotle to Roll Out Premium Margaritas Chainwide

by Nate Wooley | April 19, 2013 10:57 am

Chipotle Mexican Grill (NYSE: CMG)[1]Mexican fast food chain Chipotle (NYSE:CMG[2]) is bringing out premium margaritas.

According to Nation’s Restaurant News[3], the new drinks — which feature a premium tequila and fresh juices — will begin appearing on menus by the end of this month.

The margaritas will use Patron Silver tequila and Triple Sec, along with juices and agave nectar. This is in contrast to the prior mixed-based margaritas the chain has sold previously. The older drinks will remain on the menu — at a cheaper price — as well as the beer it has always sold.

About developing the new margarita, Mark Crumpacker, chief marketing office for the company, says, “Most people are not aware, but we have served margaritas at Chipotle from the beginning. Previously, however, they were made using a margarita mix and we didn’t feel they were as delicious as they could be. Our new margarita recipe eliminates the mix in favor of a few simple ingredients.”

The new margaritas will sell for between $6.50 and $8.00. Prices will vary by market.

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