Pop star Rita Ora is the latest celebrity to move into Tequila after joining forces with spirits marketing firm Conecuh Brands to launch Próspero.Ora is shareholder and chief creative partner at Próspero Tequila, which is produced at the Don Roberto Distillery in Jalisco, Mexico, by Stella Anguiano. "This has been one of my favourite projects to work on because it has given me the opportunity to work with Stella, one of the few female distillers in the industry,” said Ora. "Stella and her team are incredibly passionate about what they do and have given me the chance to collaborate on a project that celebrates all women. I can’t wait to toast this new partnership with my family, friends, and fans." Roy Danis, president and CEO of Conecuh Brands, added: “We couldn't be happier that Rita discovered and has embraced Próspero. She personifies the authentic essence of the brand. “With both Stella and Rita behind it, Próspero will appeal to strong vibrant women and Tequila aficionados alike.” Conecuh Brands was founded in 2014. In addition to Próspero Tequila its portfolio includes Clyde May's American whiskey and McConnell’s Irish whiskey, which will launch later this year. “The Tequila category is on fire, with more than 20 million cases sold last year,” said Danis. “Creating this highly regarded hand-crafted spirit for our portfolio is an exciting next step for us.” Prospero Tequila will be available in three variants: Blanco (US$34.99), Reposado (US$39.99) and Añejo (US$44.99). Ora follows a line of celebrities who have launched Tequila brands in recent years. In 2017 George Clooney sold his Casamigos brand to Diageo for US$1 billion, while Justin Timberlake has had a long association with Sauza 901. Last year, Sex and the City star Chris Noth purchased ultra-premium Tequila brand Ambhar.