Alma del Jaguar Tequila signs Blue Ridge deal
Blue Ridge Spirits & Wine Marketing has formed a strategic partnership with Alma del Jaguar Tequila, whose sales soared by 429% in the past 12 months.
Atlanta-based sales and marketing company Blue Ridge has teamed up with Alma del Jaguar Tequila and Waymar House Gin, which are both owned by Morningside Brands.
The company did not confirm if the partnership includes a stake in either brand.
A statement from Blue Ridge said: “Right now we’re focused on the commercial and strategic alignment between our organisations to accelerate growth and expand market presence.
“While we’re not disclosing specifics of the agreement, we’re excited about the momentum and long-term potential this partnership represents for both brands.”
Described as the fastest-growing Tequila in the US premium segment, Alma del Jaguar is available via more than 4,500 US retail accounts and is expanding at a rate of 200-plus new listings per month.
Citing Nielsen data, the brand saw retail sales skyrocket by 428.96% in value in the year ending 30 April 2025. It is said to be growing ahead of the overall Tequila category, which rose by 7.2% in retail dollar sales.
The Tequila brand increased its distribution from nine states in 2023 to 25 this year, including California, Texas, New York, Florida and Illinois.
Alma del Jaguar has been produced in partnership with the fifth-generation Vivanco family at their distillery in Arandas, Jalisco.
Carlos Carreras, CEO of Blue Ridge Spirits & Wine Marketing, said: “These brands bring real momentum and thoughtful innovation into the market.”
As part of this deal, Waymar Gin House is expanding its distribution into central Tennessee, Texas and Florida.
McCauley Williams, CEO of Morningside Brands, added: “Partnering with Blue Ridge gives us the horsepower to grow smart and stay true to our roots.
“The expansion of Waymar Gin House into these key southern markets, alongside Alma del Jaguar’s continued meteoric rise, validates our approach to creating spirits with both exceptional quality and purpose.”
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