Neurita Tequila lands in France

Flavoured Tequila brand Neurita has partnered with Paris-based distributor L’Explorateur du Goût for its launch in France.

Founded by entrepreneur Lucy Smith, Neurita Tequila is made with a natural flavour infusion. Unlike traditional Tequilas, Neurita is infused with citrus notes, eliminating the need for triple sec when it comes to making Margaritas. The decision to partner with L’Explorateur du Goût was driven by the Tequila's 'quality and consistency' and its positioning as a ‘fool-proof Margarita’ brand. Commenting on the partnership, François Sommer, founder and CEO of L’Explorateur du Goût, stated: “France has always been known as a wine-dominant market, but there is a growing thirst for Margaritas, especially in Paris and the French Riviera. Neurita’s simplicity and high-quality serve provide an ideal solution for bartenders across the country, allowing them to deliver premium cocktails with ease.” Since its launch, the brand has garnered 15 industry accolades in under two years, including a Silver medal at The Tequila & Mezcal Masters 2024. Smith saw a gap in the market: “Neurita was born from my unapologetic love for Margaritas and Tequila. There’s an undeniable rise in women enjoying Margaritas, whether at home or on ladies’ nights out. Margaritas are the top-trending cocktail worldwide, and France is no exception. Yet, until now, no brand has truly catered to female Tequila drinkers. Neurita is here to change that.” The Tequila brand is available through direct-to-consumer channels, wholesalers, and bars across the UK. With the French launch, Neurita aims to become a staple for Margarita enthusiasts and cocktail lovers. Neurita has been shortlisted for the Tequila Brand of the Year title at The Spirits Business Awards 2024.