Cuervo has announced the new release of Devil’s Reserve, a tequila infused with sweet heat.

Meant to meet the demand of younger drinkers, this has a lower ABV of 30%.

“Devil’s Reserve unleashes an entirely new taste upon the world of tequila, bringing the Devil’s mischievous spirit to life for those craving unforgettable nights of adventure with the perfect drink in hand,” says Lander Otegui, SVP of marketing for Proximo Spirits. “Cuervo has an epic legacy in creating centuries of good times across 10 generations, and no one knows how to raise a little hell as much as we do. The Devil is in the details.”

Devil’s Reserve has a yellow hue, with a sweet heat taste, the company reports. The bottle design includes a label inspired by Mexican folk art, including loteria cards, traditional Mexican illustrations and Alebrije art styles.

To bring Devil’s Reserve directly to tequila lovers, Cuervo enlisted West Coast Customs of “Pimp My Ride” fame to create one-of-a-kind, custom Devil’s Trucks. These rides will tour towns across the country, giving fans a chance to taste the sweet heat of Devil’s Reserve. Stops are planned in Chicago, Orlando, Tampa, Nashville, Los Angeles, San Diego, Santa Barbara and more through the end of the year.

Cuervo is also teaming up with the media company Always Friday Media and its brand Friday Beers for the “Raise a Little Hell” tour timed to major hometown football games throughout 2024. Stops include Tempe, Ann Arbor, Athens, Austin and Nashville. Fans can visit @friday.beers on Instagram to learn when the tour is stopping in these cities.

Devil’s Reserve is now available at select retailers nationwide for a suggested retail price of $20.99 per 750-ml. bottle.