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Adam Levine’s Tequila sells majority stake to Amass
Spirits producer Amass Brands Group has taken a majority stake in Calirosa Tequila, co-founded by Maroon 5 frontman Adam Levine.
Los Angeles-based Amass Brands Group is behind Gem & Bolt Mezcal, Body Vodka and Katy Perry’s alcohol-free De Soi brand, as well as a range of spirits, zero-ABV products and hard seltzers under its Amass brand.
The move marks Amass Brands Group’s first foray into Tequila, acquiring a majority stake in Calirosa for an undisclosed sum.
The company said the investment is part of its strategy to expand its presence in key segments of the spirits market. The group will provide Calirosa with ‘enhanced’ resources to accelerate its growth and expansion, including access to Amass’ global distribution network and marketing resources.
Calirosa was launched in July 2021 with two Tequilas aged in red wine barrels, Rosa Blanco and Añejo. The Tequilas are produced by the Real family, who have been crafting agave spirits in Amatitán, Jalisco, since 1942.
Levine and his wife, former Victoria’s Secret model Behati Prinsloo, partnered with the Real family to launch the Tequila. It is distributed in the US by Southern Glazer’s Wine & Spirits.
Mark Lynn, CEO of Amass Brands Group, said: “Calirosa’s dedication to crafting outstanding Tequilas perfectly complements our existing portfolio, and we are excited to leverage our combined expertise to further elevate the brand and bring its top-tier products to even more consumers around the world.”
Following the deal, Calirosa will continue to operate with its existing team.
Since its launch in 2021, the brand has expanded to Canada and Japan, and launched a reposado Tequila and a five-year-old extra añejo.
It has sold more than 50,000 cases as of March 2023.
“We are proud of what Calirosa has achieved thus far, and we believe that joining forces with Amass Brands Group will enable us to unlock even greater opportunities for our brand,” Levine and Prinsloo said in a joint statement.
“Together, we look forward to continuing our journey of crafting superior Tequilas and sharing them with the world.”
It’s not the first time the American singer has tapped into agave spirits. In 2017, Levine teamed up with former Van Halen vocalist Sammy Hagar to launch Tequila-mezcal hybrid Santo Puro Mezquila.
However, Levine is no longer involved with Hagar’s spirits venture, who has since partnered with TV chef Guy Fieri on a Tequila business.
Santo Mezquila was relaunched in April 2024 with new packaging and wider distribution.
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