Mezcal Amarás announced the launch of Americana, a bold and innovative addition to the brand’s mezcal portfolio. 

Tequila Zarpado, a brand of Latitude Beverage Co., introduced its latest expression: Zarpado Añejo.

Piermont Brands, in collaboration with Caleb Pressley from Barstool Sports, announced the launch of Chica~Chida Peanut Butter Agave Spirit. 

Chicago-based White Claw Spirits Co., a brand of The Mark Anthony Group of Companies, unveiled its White Claw Tequila Smash, a tequila drink that balances seltzer, tequila, and fruit flavors

Tequila Don Julio, a brand of Diageo North America, introduced Tequila Don Julio Alma Miel, a new permanent addition to its portfolio offerings.

The Beckmann Gonzalez family of Jalisco, Mexico and the Boisset family of Burgundy, France and California announced the launch of Casa Obsidiana, a collection of ultra-premium tequilas.

Casa Lumbre Co-founder and Master Distiller Iván Saldaña, alongside seven-time Formula One champion and entrepreneur Lewis Hamilton, unveiled Almave Ámbar — a first-of-its-kind distilled non-alcohol blue agave spirit. 

Atomic Brands, a fast-growing spirits producer, and Destilería Orendain, a renowned tequila distillery based in Jalisco, Mexico, announced their new partnership focused on distributing Ollitas Tequila in the United States.

Flybird Cocktails, a brand of Don Sebastiani & Sons, announced the debut of Flybird Fiesta Shots, a new single-serve format sold in packs of four.

Mayenda, a brand of The Campari Group, introduced its new luxury sipping tequila: Mayenda Tequila Blanco, launching in the United States and Mexico.