Peanut butter agave spirit Chica~Chida launches

New Jersey-based Piermont Brands has teamed up with media personality Caleb Pressley to release a peanut butter-flavoured agave spirit, named Chica~Chida.

Chica~Chida is made in Jalisco, Mexico, from Espadin agave with an allergen-free peanut butter extract. Its creators said this delivers a ‘smooth, explosively flavourful shot experience that defies expectations’.

The spirit was launched to bring a ‘fresh perspective’ to the agave-based spirits category, in an industry ‘crowded with seriousness’, the brand said.

The founders of Piermont Brands, Sam Hirsch and Charles Sachs, said: “Chica~Chida represents our rebellion against the stale and pretentious norms of the industry.

“Teaming up with Caleb Pressley, we’re reshaping the narrative and encouraging customers to savour a dose of pure, unfiltered enjoyment.”

The brand’s beginnings are said to have started after Pressley tasted a sample of the spirit brought to him by one of Chica~Chida’s other founding partners, Brian Axelrod.

Pressley is known for his work with Barstool Sports where he puts a ‘satirical spin’ on entertainment and media.

He added: “My dream is to one day have kids who grow up to be 21 so they can sip on Chica~Chida themselves. Or 18 if we live in Europe, which I don’t foresee.”

Chica~Chida can be picked up for US$24.99 and has an ABV of 32%.

It is currently available in New Jersey, with Florida and South Carolina following next month through a partnership with distributor Southern Glazer’s Wine and Spirits (SGWS).

At the start of the year, The Spirits Business rounded up its top 50 from 2023.