Neurita Tequila Appoints Wildfire Advisory to Lead 2026 U.S. Launch

Neurita Tequila today announced the appointment of Wildfire Advisory as its strategic and execution partner for the brand's official launch into the United States market in 2026. The partnership marks a significant milestone for Neurita as it accelerates its global expansion and prepares to enter one of the world's most dynamic spirits markets.

Neurita's entry comes at a pivotal moment for the category. The U.S. tequila segment has reached $6.7 billion, growing 2.9% year-over-year, with the premium tequila segment leading the charge at an 8.9% CAGR. Flavored tequila continues to surge, posting a 13.2% CAGR and expanding from 5% to 9% share of the total tequila category over the past five years.

Despite this momentum, the 100% agave flavored tequila space remains underdeveloped—representing a major opportunity. Comparatively, flavor accounts for 22% of the vodka category, valued at $7.2 billion, signaling significant headroom for growth in tequila.

Women are a key driver of tequila's continued expansion, yet their preferences remain underserved across the category. Consumers are increasingly seeking simple, better-for-you options with low sugar and no artificial ingredients, along with enhanced visual appeal, flavor-forward offerings, and cocktail versatility. Margaritas remain America's #1 trending cocktail—particularly among women and across social platforms—reinforcing the momentum behind flavor-led innovation.

Neurita recently completed a full upgrade of its range to a 100% agave base, accompanied by a refreshed packaging design made possible through its new distillery partnership and investment from Grupo PSA.

Lucy Smith, Founder of Neurita, said: "Partnering with Wildfire marks a major step forward for Neurita as we prepare to enter the U.S.—a market that continues to define global trends in spirits. Wildfire brings years of proven expertise, a deep understanding of premium tequila, and an ability to build culturally resonant brands. Their strategic vision aligns perfectly with our ambition to elevate flavored tequila with a 100% agave, better-for-you offering. We believe the U.S. is ready for a brand that brings more flavor, more creativity, and more inclusivity to the category, and we're thrilled to be embarking on this next chapter together."

Conor Hardy, Co-Founder of Wildfire Agency, added: "Neurita is entering the U.S. at exactly the right moment. Consumer demand for premium tequila and natural flavor innovation has never been stronger, yet there is still a clear gap for brands that speak directly to modern drinkers—especially women—who are reshaping the spirits landscape. Neurita has the product quality, brand energy, and cultural relevance to become a standout player. We're excited to lead the strategy, creative, and market activation for the U.S. launch and to help make Neurita a defining name in the next wave of tequila growth."

About Neurita Tequila

Neurita is a modern tequila brand grounded in 100% agave craftsmanship and designed for today's cocktail-forward consumer. With a focus on natural flavor, visual appeal, and mixability, Neurita brings a fresh perspective to tequila's fastest-growing segments.

About Wildfire Advisory

Wildfire is a global brand agency specializing in building, launching, and scaling premium beverage brands across global markets. Known for high-impact strategy and execution, Wildfire partners with innovators ready to accelerate growth.