San Francisco’s Hotaling & Co. is officially launching the second expression in its Fiero Tequila lineup: Fiero Serrano Tequila.  Naturally infused with vine-ripened serrano peppers from local Jalisco farmer’s markets, Fiero Serrano Tequila offers a crisp, fresh taste with peppery spice.

It’s no surprise that tequila’s popularity is particularly hot at the moment (and not just because today is National Tequila Day). A recent national survey found that 88% of people will reach for a margarita over any other cocktail this summer.

And with consumers confirming that tequila is one of their top choices for their at-home bars and in their cocktails, it only reinforces why Fiero Tequila has been taking over since launching the spiciest infused tequila on the market last summer, Fiero Habanero Tequila. A natural extension to the line and several thousand Scoville units below, Fiero Serrano Tequila packs an equally delicious flavor, paying homage to the rich flavors of Mexico.

Consumers should not be fooled by the lower spice level. Made with hand-picked serrano peppers from mountainous regions of Mexico, this new expression invites tequila-lovers to incorporate it into their favorite spicy margarita and other tequila-based recipes.

“We already offer the spiciest infused tequila on the market, so introducing Fiero Serrano Tequila felt like a natural extension to us,” says Dan Leese, Chief Executive Officer at Hotaling & Co. ” This slightly less spicy expression will allow consumers to enjoy different levels of heat while providing a unique tequila experience in every sip.”

Fiero Serrano Tequila is distilled by Casa Don Roberto, a sustainable, Mexican-owned heritage tequila business producing exceptional tequila since being founded in 1924. This commitment to sustainability pairs well with the spirit of Estela Anguiano, Casa Don Roberto’s master distiller, the first woman to hold this position in Mexico.

Available in a 750 ml bottle with an SRP of $29.99 and ABV of 40%, you can now find Fiero Serrano Tequila near you. Use Fiero Tequila’s product finder tool to find it at major retailers nationwide or order it online through ReserveBar.com.

Fiero Serrano Watermelon Margarita Recipe

• 1.5 oz Fiero Serrano Tequila
• 0.5 oz Luxardo Triplum
• 0.5 oz Fresh Lime Juice
• 3 oz Fresh Watermelon Juice
• 1-2 cucumber slices

Muddle cucumber and lime juice in the bottom of a cocktail shaker. Add ice, tequila, Luxardo Triplum and watermelon juice. Shake vigorously and double strain into a tajin rimmed rocks glass.

For more information, please visit HotalingandCo.com or FieroTequila.com.