Neurita, a British flavored tequila brand founded by Lucy Smith in 2022, converted its range to 100 percent agave in September 2025, sold a minority stake to Mexican distiller Grupo PSA weeks later, and is entering the US market in 2026.
The sequence of moves, reported by The Spirits Business and trade outlet BevNET across late 2025, turns a four-year-old flavored tequila label into a test case for how fast a challenger brand can move from infused blanco to 100 percent agave production, outside investment, and a US retail push, all inside about fifteen months.
What changed in Neurita's recipe and ownership
Neurita launched in October 2022 with three flavored expressions, Citrus, Rosa and Picante, bottled at 35 percent ABV and built around a tequila blanco base that the company said was sourced from a distillery in Jalisco and infused with fruit extracts. In September 2025 the brand announced a reformulation in partnership with Grupo PSA's La Huaracha Distillery, moving the entire range to a 100 percent agave base, adding an unflavored premium blanco for the first time, and rolling out a new bottle shape. The company said the new range was developed by an all-women production team led by a female master distiller at La Huaracha. Two months later, in November 2025, Neurita confirmed that Grupo PSA had taken an undisclosed minority stake in the business. Antonio García de Quevedo, chief executive of Grupo PSA and La Huaracha Distillery, said the partnership combined the distillery's production experience with what he called Neurita's consumer-driven approach to the category.
The figures behind the US launch
In December 2025, Neurita appointed Wildfire Advisory as its strategic and execution partner for an official US launch in 2026, four years after the brand's UK debut. Announcements from Neurita and Wildfire, carried by The Spirits Business and BevNET, cited the following market figures to frame the move: the US tequila segment was valued at 6.7 billion dollars, growing 2.9 percent year over year, with premium tequila growing faster at an 8.9 percent compound annual rate. Flavored tequila specifically was reported to be growing at a 13.2 percent compound annual rate, expanding from 5 percent to 9 percent of the total tequila category over the preceding five years. By comparison, flavored vodka was said to represent 22 percent of a 7.2 billion dollar category, a gap Neurita and Wildfire pointed to as room for flavored tequila to grow. Neurita also reported 169 percent year on year growth in 2024, which the company attributed to expansion into international markets. None of these figures have been independently audited in the public record; they originate from company and agency announcements rather than a third party market research release.
Where Neurita has expanded since the recipe change
Since the September 2025 reformulation, Neurita has added distribution in several markets. JQWS began introducing the range to Australia through 2026. Dutch retailer Gall & Gall listed the full range nationally in the Netherlands. Mallorca-based Xdrinks began distributing the range in Spain following an on-trade preview at the Mallorca Food & Drinks Expo in February 2026. Negroni Trading had already brought the brand into Romania in 2025, and GMAX had earlier placed Neurita into global travel retail. By mid-2026 the company said its range was available in the US, UK, Australia, Spain, Romania, France, Finland and global travel retail channels, in addition to the Netherlands listing.
What this means
Neurita's timeline matters less for its own sales than for what it signals about where capital is flowing in the category: a Mexican production group investing in a UK marketing-led brand specifically to convert it to 100 percent agave, then using that conversion as the credential for a US entry. Whether the growth figures Neurita and Wildfire cite hold up against independent category data, and whether the 100 percent agave reformulation changes how the liquid tastes, are both things this desk has not verified and does not score; Neurita does not currently appear in the TW database.