This advertising content was produced in collaboration with our partners, Lunazul Tequila, Madam Paleta, and Patrón Tequila.
Even beyond the typical Cinco de Mayo fervor, tequila has been top of mind for many buyers as this agave-based spirit surges in popularity year-round. According to the Distilled Spirits Council of the United States, in 2023, tequila sales were up almost eight percent, making it the second-largest spirits category by revenue, surpassing American whiskey.
As consumers become increasingly choosy about what brands to buy, however, they are placing more importance on factors like social and environmental sustainability, production methods, and overall quality.
For buyers looking to satisfy the most discerning drinker—or simply looking for ideas for a standout cocktail base for Cinco de Mayo—here are three important brands to know. Each one delivers on key factors that today’s consumers care about most, from championing women in the industry, to social responsibility, to thoughtful production techniques that result in exceptional-quality tequila.
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Lunazul Tequila
Lunazul was founded by the Beckmann family with more than 250 years of tequila-making experience. Their goal was simple: create exceptional, sustainability-minded tequila at an accessible price point. The hand-crafted, 100 percent Blue Weber agave tequila is produced by Heaven Hill Brands partner Tierra de Agaves and master tequilero Francisco Quijano using traditional, centuries-old production methods. Each of the five expressions—Blanco, Reposado, Añejo, Primero-Humoso, and Primero-Cristalino—offer a premium experience, whether sipped neat or mixed in a cocktail.
Lunazul’s flagship Blanco is a smooth, unaged tequila with notes of tropical fruit and citrus, which shines in classic cocktails like a Margarita or Paloma. This month, Lunazul announced Joe Frade, an award-winning bartender and hospitality consultant, as its first global brand educator. Frade’s Conejito cocktail recipe, which features a lively blend of Lunazul Blanco, lime, mint syrup, grapefruit soda, and ginger beer, showcases the versatility of the Blanco—and makes the perfect unexpected cocktail for Cinco de Mayo.
Madam Paleta
While flavored spirits have often been associated with artificial flavors and overly sweet profiles, female-founded Madam Paleta is redefining this reputation. The award-winning flavor-infused tequila, which launched in September 2023, avoids the use of syrups or additives, and is made with 100 percent Blue Weber agave from the Jaliscan Highlands. The flavor is infused via a maceration technique, which creates a natural and smooth finish. While flavored tequila currently represents a small segment of the agave spirits category, it offers an exciting growth opportunity with consumers seeking new discoveries in the booming tequila market.
Not only does Madam Paleta’s product stand out as unique, but so does its vibrant packaging, reflecting the brand’s playful approach and its homage to the paleta cart culture of Mexico, which inspired not just the brand’s name, but also its flavors of Pineapple, Grapefruit, and Tamarind. During Cinco de Mayo and throughout the summer, Madam Paleta is celebrating its Mexican heritage, especially highlighting its authentic Tamarind flavor, and incorporating custom piñatas, papel picado, and cantaritos into its marketing, as well as partnering with local paleterias across Texas, where the brand has recently expanded.
Patrón Tequila
Patrón Tequila is one of the few brands that still makes tequila the hard way: entirely by hand. From beginning to end, it takes 60 hands to painstakingly complete the production process, which has been used since the brand was founded in 1989. By upholding this method, Patrón showcases its commitment to craftsmanship and preserving centuries-old Mexican traditions. What’s more, these deep-rooted production techniques allow Patrón to preserve the environment and support local communities. This passion for Mexican culture and heritage results in tequilas that represent the epitome of quality and authenticity.
Patrón Tequila is crafted using only three ingredients—100 percent Blue Weber agave, water, and yeast—in small batches to ensure constantly high quality. Patrón Reposado, an additive-free, ultra-premium tequila, is then aged for at least four months in a variety of barrels. This delivers flavors of fruit, citrus, and honey, with a light vanilla and floral finish. The broad spectrum of flavors makes for a perfectly balanced spicy margarita—and an equally perfect cocktail for Cinco de Mayo celebrations.
Dispatch
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