Neurita Tequila prepares for US launch
Tequila brand Neurita has appointed Wildfire Advisory as strategic and execution partner for its official US market launch in 2026.
The partnership is said to represent a ‘significant’ milestone for Neurita as it accelerates its global expansion and prepares to enter one of the world’s most dynamic spirits markets.
Lucy Smith, founder of Neurita, said: “Partnering with Wildfire marks a major step forward for Neurita as we prepare to enter the US – a market that continues to define global trends in spirits. Wildfire brings years of proven expertise, a deep understanding of premium Tequila, and an ability to build culturally resonant brands.
“Their strategic vision aligns perfectly with our ambition to elevate flavoured Tequila with a 100% agave, better-for-you offering. We believe the US is ready for a brand that brings more flavour, more creativity, and more inclusivity to the category, and we’re thrilled to be embarking on this next chapter together.”
The news comes after Neurita’s full upgrade to a 100% agave base, along with a new packaging design made possible by its partnership with Grupo PSA’s La Huaracha Distillery and the group’s investment.
Known for its flavoured Tequila range, the brand introduced its first unflavoured premium 100% agave blanco in September.
The brand’s US debut responds to the country’s rising interest in agave spirits.
According to data from the Distilled Spirits Council of the United States (Discus), demand for Tequila and mezcal grew by 2.9%, reaching a total of US$6.7 billion in 2024. The premium Tequila segment led this growth with a compound annual growth rate (CAGR) of 8.9%.
Additionally, flavoured Tequila continues to gain popularity, with a CAGR of 13.2% and an increase in its share of the total Tequila market from 5% to 9% over the past five years. Flavour accounts for 22% of the vodka category, valued at US$7.2 billion, underscoring the substantial growth potential of brands like Neurita in Tequila in the US.
In 2024, Neurita reported 169% year-on-year growth, driven by its expansion into several international markets.
Conor Hardy, co-founder of Wildfire Agency, added: “Neurita is entering the US at exactly the right moment. Consumer demand for premium Tequila and natural flavour innovation has never been stronger. Yet, there is still a clear gap for brands that speak directly to modern drinkers – especially women – who are reshaping the spirits landscape.
“Neurita has the product quality, brand energy, and cultural relevance to become a standout player. We’re excited to lead the strategy, creative, and market activation for the US launch and to help make Neurita a defining name in the next wave of Tequila growth.”
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