Suerte Tequila Defies Category Slowdown with +92% Year-Over-Year Growth

While the broader tequila category faces softening trends, Boulder-based Suerte Tequila is seeing record-breaking momentum. Through mid-September, the independent, additive-free brand reports +92% total case growth year-over-year, with Tequila up +92% and RTDs up +93%.

Suerte's growth has been fueled by the launch of its aggressively priced 1L Blanco, designed to build brand recognition in the on-premise channel. In the last 8 months, over 1,500 on-premise accounts nationally have purchased the 1L, with many designating Suerte Blanco as their new premium well tequila.

The brand is also delivering on its initiative to expand into the fast-growing ready-to-drink segment with premium 100% agave tequila canned cocktails, made with Suerte Blanco. With four very popular canned cocktails including Margarita, Paloma, Mangorita and Ranch Water with Lime, the 7% ABV lineup is positioned for continued strong growth as its new Fiesta Ocho 8pk Variety Pack, priced at $19.99 SRP, gains strong distribution. The canned cocktails are currently selling in 15 states and delivering exceptional triple digit YTD growth.

Co-founded by Laurence Spiewak, Suerte remains a rare independent within the industry. Produced at Tequilera Simbolo in the highlands of Atotonilco El Alto, Jalisco, Suerte (NOM 1530) is among less than 2% of tequila brands with a dedicated distillery, and in the exclusive less than 1% of brands using 100% tahona crushing, creating a more authentic, nuanced tequila.

Despite its explosive growth in 2025, Suerte remains deeply rooted in sustainability and time-honored tequila-making traditions. As of summer 2025, the distillery is now powered by solar energy, with a 7,000-square-foot expansion underway, a newly built brick oven, and a second Tahona wheel joining the process by year's end — a true blend of progress and heritage.

"In a market dominated by celebrity names and sourced liquid, Suerte stands apart," said Spiewak. "Our success proves there's still room for authenticity, quality, and real brand building in tequila."