Azúcar Tequila, a ready-to-drink margarita brand owned by scrap metal billionaire Adam Weitsman, launched in Texas on October 15, 2026, naming former college basketball stars Haley and Hanna Cavinder as creative directors and equity co-owners.

The Dallas-based company announced the move in a release distributed by PR Newswire, framing it as the brand's entry into retail after a direct-to-consumer start. The rollout begins with Dallas and Austin as initial retail markets, with the company saying it plans to expand across Texas while keeping the product available online in most states, according to Forbes.

What is actually in the can

Azúcar's canned margarita is built around 100% Blue Agave Blanco Tequila combined with real fruit and agave nectar, the company said in its launch materials. Each can is 5.5% ABV and 180 calories, and the line is described as vegan and gluten free. The brand launched with three flavors: Classic Lime, Spicy Lime and Passion Fruit. Azúcar has not published an independent composition analysis of the blanco base, and none is cited in the coverage reviewed.

Who owns Azúcar Tequila

Azúcar is owned by Adam Weitsman, the New York businessman who built his fortune running Upstate Shredding, a scrap metal recycling company headquartered in Owego, New York that operates roughly 15 facilities across New York and Pennsylvania. Weitsman's estimated net worth runs into the billions, built almost entirely outside the beverage industry before he began branching into spirits. Azúcar is not his first tequila venture: in June 2025 he co-founded Olujo Tequila with Larsa Pippen and Oliver Camilo, an ultra-premium single-expression añejo that launched in New York and Miami with a suggested retail price around $500 a bottle, according to Forbes. Where Olujo was positioned at the high end of the category, Azúcar is aimed at the mass retail RTD aisle.

How the Cavinder twins got involved

Haley and Hanna Cavinder rose to prominence as pioneers of college athletes' name, image and likeness deals, signing their first NIL agreement with Boost Mobile in July 2021, the day the NCAA's new rules took effect, according to Forbes. The twins say their role at Azúcar grew out of a personal relationship with Weitsman, and Yahoo and Forbes both reported that the pair have taken equity positions in the company in addition to serving as creative directors handling storytelling, social content and brand events. The Azúcar deal follows the August 2026 launch of Go Two, a wellness brand the twins co-founded that Forbes reported outperformed its operating partner's previous best launch by roughly sevenfold in its first days on the market.

Where Azúcar sits in a crowded RTD field

Canned tequila cocktails have become one of the more active corners of the spirits business. Tequila and mezcal revenue in the United States rose 2.9% to $6.7 billion in 2024, while premixed cocktails, a category that includes spirit-based RTDs, climbed 16.5% to $3.3 billion, according to figures the Distilled Spirits Council of the U.S. reported and CB Insights cited. Azúcar enters a field that already includes Casamigos Margaritas, a non-carbonated, 10% ABV canned margarita launched in June 2025, and canned offerings from Cazadores and other established tequila houses. Azúcar's marketing draws a distinction with RTDs built on malt or wine bases rather than spirit, though the company has not published a side-by-side ingredient breakdown of competing products.

What this means

Azúcar is a ready-to-drink cocktail, not a bottled tequila, so it sits outside the database this desk maintains for bottled expressions and their disclosed certifications. What is documented so far is the ABV, calorie count and flavor lineup the company has published, plus the ownership and equity structure reported by Forbes and Yahoo. What remains unverified is any sourcing detail on the blanco tequila itself, including which NOM-registered distillery produces it.