Neurita Tequila partners with GMAX

Flavoured Tequila brand Neurita has partnered with distributor GMAX to enter global travel retail (GTR).

Already available in the UK and Europe, the new partnership is said to further accelerate Neurita’s growth. Founded by Tequila and Margarita enthusiast Lucy Smith, Neurita Tequila was born from a desire to fill a gap in the market, catering to women with a premium offering. Smith said: “We are delighted to partner with GMAX to bring Neurita Tequila to new audiences within the travel retail market. We’re confident that new customers will embrace Neurita Tequila. "We are thrilled to take this next step with GMAX. Their expertise in this sector is unmatched, with great recent successes with brands such as AU Vodka, and we are very happy to be joining their esteemed portfolio.” The Tequila works with Casa Orendain to naturally infuse their Tequila blanco with vibrant flavours. The result is a 'perfect base' agave spirit for Margaritas, Palomas, Picantes, and other Tequila-based cocktails. Currently, the brand offers three flavoured blanco Tequilas bottled at 35% ABV: Citrus, infused with Sicilian orange and tangerine fruit extracts; Rosa, made with raspberry, strawberry, and pomegranate; and Picante, infused with Scotch Bonnet chilli, green chilli, and tangerine. Garry Maxwell, founder of GMAX, commented: "Neurita is a very exciting new addition to the GMAX portfolio of spirit brands. Innovation and design are always at our forefront as a company, and we believe there is a huge opportunity in GTR for Neurita to make a strong impact. "We are really looking forward to working with Lucy and excited to present to our clients for the first time at TFWA Cannes." Neurita Tequila has accumulated 15 accolades in under two years since its launch. This year, Neurita's Citrus was recognised with a Silver medal at The Tequila & Mezcal Masters 2024. The brand has also been shortlisted for the 'Tequila Brand of The Year' title at The 2024 Spirits Business Awards.