Neurita Tequila sells stake to Grupo PSA
Flavoured Tequila brand Neurita has sold a minority stake in its business to distillery partner Grupo PSA.
Founded in 2022, Neurita was created to make premium Tequila more accessible.
In September this year, Neurita altered its recipe in collaboration with Mexican company Grupo PSA’s La Huaracha Distillery to ensure the range was made with 100% agave.
Neurita confirmed that Grupo PSA had made an undisclosed minority investment in the business, which will help accelerate its growth.
The Tequila brand is preparing to expand globally in 2026, with a focus on the US – the biggest market for the category.
Antonio García de Quevedo, CEO of Grupo PSA and La Huaracha Distillery, believes Neurita “brings a fresh, contemporary perspective” to the category and has “enormous global potential”.
He continued: “By combining our heritage and production excellence with Neurita’s innovation and consumer-driven approach, we look forward to supporting the team as they expand into new markets.”
Neurita’s revised recipe also coincided with a packaging redesign for the brand, including a new bottle shape.
The brand’s line includes: Picante, Citrus, Rosa, and Blanco.
Neurita says the flavoured Tequila category remains “relatively underdeveloped” and the brand hopes to “unlock” the segment’s potential.
Lucy Smith, founder and CEO of Neurita Tequila, commented: “Partnering with Grupo PSA marks an exciting new chapter for Neurita.
“Their investment and confidence in our vision will accelerate our mission to redefine how modern consumers – especially women – experience Tequila.
“Together, we’re combining world-class distillation expertise with bold flavour innovation to unlock the full potential of a category that is only just beginning to evolve.”
Based in Jiquilpan, Michoacán, Grupo PSA’s Huaracha Distillery (NOM 1566) is led by an all-women team. The distillery is also behind Campo Bravo Tequila, created in partnership with Texas-based Milestone Brands.
In addition to making Tequila, Grupo PSA produces agave syrup under The Agave Sweetener Company.
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