Shuuhei Igari from HEY-SMITH Named Brand Ambassador for Tequila Tres Generaciones

Shuuhei Igari Named Brand Ambassador for Tequila Tres Generaciones

Tequila Tres Generaciones has proudly announced Shuuhei Igari, the guitarist and vocalist of the punk band HEY-SMITH, as its new brand ambassador. With the launch of 'Tequila Tres Generaciones Plata' set for April 7, 2026, the company, Suntory Ltd., is eager to enhance the brand's visibility and charm through engaging collaborations with Igari.

Shuuhei Igari's Connection to Tequila

Igari has been open about his appreciation for tequila during past interviews, often enjoying it during post-concert celebrations with bandmates. This affinity has made him a well-known figure among tequila enthusiasts. The brand Tequila Tres Generaciones, crafted at the historic Sauza distillery in Mexico, holds a strong connection with musicians globally, making it a brand that resonates well with the music community. To capitalize on the upcoming launch of 'Plata', Suntory has chosen Igari to bring the spirit of premium tequila to a broader audience.

Comments from Shuuhei Igari

In a heartfelt message, Igari expressed his excitement about this new role:

"Hello, good evening, good morning, and goodnight! I am Shuuhei Igari from HEY-SMITH. I am honored to be chosen as the brand ambassador for Tequila Tres Generaciones since I love tequila. It possesses a magical charm that brings people closer together, and it's an essential part of our post-concert celebrations. I look forward to sharing the allure of tequila while having fun! 😊"

About Shuuhei Igari

Shuuhei Igari hails from Toyonaka City, Osaka. He co-founded the band HEY-SMITH in 2006, serving as the guitarist and vocalist. With their indie debut in 2009, the band gained significant acclaim, peaking at number one on the Oricon weekly indie charts with their album 'Free Your Mind'. In 2023, they made their major debut, further establishing their place in the music scene. Igari has been instrumental in organizing the popular 'OSAKA HAZIKETEMAZARE FESTIVAL' since 2010, and they've announced a third US tour for 2024. Additionally, he plans to launch his label, 'Proud And Loud Records', in 2025, while also leading a new band called 'sometimes'.

About Tequila Tres Generaciones

The global tequila market has seen an estimated 40% growth from 2019 to 2024, largely driven by the premium tequila segment. In Japan, the appeal of tequila spans across a broad age range, especially among those in their 20s to 40s. Tequila Tres Generaciones is made from 100% blue agave, cultivated at the Sauza distillery for 6 to 8 years. Using volcanic rock-filtered water and advanced diffuser technology, the tequila boasts a smooth and fresh flavor, achieved through triple distillation. The packaging symbolizes the legacy of the Sauza family, highlighting its historical significance in developing tequila as a national spirit in Mexico.

Product Overview: Tequila Tres Generaciones Plata

The 'Tequila Tres Generaciones Plata' is a clear tequila crafted from 100% blue agave, known for its smooth texture and pure agave flavor, obtained through three rounds of distillation. This tequila is perfect for cocktails like Palomas but is also delightful when enjoyed with soda.
- Volume: 750ml
- Suggested Retail Price: 4,900 JPY (excl. tax)
- Alcohol Content: 40%
- Release Date: April 7, 2026
- Available Region: Nationwide
- Product Type: Spirits

In addition, the premium offerings include Tequila Tres Generaciones Añejo, aged for at least 12 months in new toasted American oak barrels, and Tequila Tres Generaciones Reposado, aged for over 4 months, each providing distinct flavor profiles ideal for sipping or mixing.

For more insights, visit the Tequila Tres Generaciones site here or read Shuuhei Igari's thoughts on Pen Online's featured article, available until March 26, 2027.