Strategic Investment into Neurita Tequila Ahead of U.S. Launch

Neurita Tequila today announced that its new distillery partner, Grupo PSA, has made an undisclosed investment for a minority stake into the female-founded tequila brand. The partnership will support Neurita's accelerated growth plan and establish Grupo PSA as a key long-term collaborator as the brand prepares for international expansion in 2026, with a particular focus on the United States.

Earlier this year, Neurita Tequila joined forces with Grupo PSA to develop and launch its new 100% agave product range, introducing a premium Blanco expression to sit alongside its award-winning flavour-infused tequilas. The brand has also unveiled an elevated packaging redesign, delivering a more premium aesthetic in anticipation of its forthcoming growth push.

Founded to appeal to today's modern drinker—especially women seeking accessible, versatile, and enjoyable tequila experiences—Neurita's refreshed range features upgraded premium packaging and refined liquid profiles, including the brand's best-selling Picante and the newly launched Blanco Tequila.

Tequila remains the fastest-growing spirits category globally, with female consumers representing a significant yet under-served audience within the segment. Women ordering tequila cocktails continue to be one of the category's strongest growth drivers.

Flavoured tequila in particular remains a relatively underdeveloped opportunity. The explosive rise of flavoured gin and vodka categories demonstrates how flavour innovation can attract new consumers—especially women—and unlock substantial category growth. Neurita is uniquely positioned to lead this emerging space.

Lucy Smith, Founder & CEO of Neurita Tequila, commented: "Partnering with Grupo PSA marks an exciting new chapter for Neurita. Their investment and confidence in our vision will accelerate our mission to redefine how modern consumers—especially women—experience tequila. Together, we're combining world-class distillation expertise with bold flavour innovation to unlock the full potential of a category that is only just beginning to evolve."

Antonio García de Quevedo, CEO of Grupo PSA and La Huaracha Distillery, added: "We are delighted to deepen our partnership with Neurita. The brand brings a fresh, contemporary perspective to tequila, and we believe it has enormous global potential. By combining our heritage and production excellence with Neurita's innovation and consumer-driven approach, we look forward to supporting the team as they expand into new markets."