Neurita unveils new design and recipe
Flavoured Tequila brand Neurita has revealed a new design and revised its recipe in collaboration with Mexican company Grupo PSA's La Huaracha Distillery.
Founded by global fast-moving consumer goods (FMCG) expert Lucy Smith in 2022, Neurita was created to make premium Tequila more accessible. "Flavoured Tequila is no longer a novelty – it's the future," she said. "Consumers are looking for high-quality spirits that are versatile and easy to enjoy. With our new 100% agave range, we're removing the barriers to entry and empowering more people – particularly women – to explore and fall in love with Tequila." Along with a new updated bottle shape, Neurita has also launched a blanco Tequila, which joins the brand's existing range of flavoured expressions Citrus, Rosa, and Picante. Three quarters of the brand's range was developed by an all-women production team at La Huaracha Distillery, led by a female master distiller. Antonio García de Quevedo, CEO of Grupo PSA and La Huaracha Distillery, commented: "We are proud to partner with Neurita on this pioneering range. We are confident this collaboration will boost performance and strengthen the brand's future. "We also value the strong synergy between our teams – especially our shared commitment to innovation, quality, and gender inclusion – which makes this partnership one of extraordinary potential." The new Neurita Tequila range will be available for order starting mid-September 2025, with an official launch and tasting debut at Bar Convent Berlin (BCB) from 6-8 October. In 2024, the brand experienced growth of 169% as it pursued global expansion and strategic partnerships.
