The Tequila Consumer Has Changed. Most Tequila Brands Have Not Noticed: A Conversation with Mara Smith, Founder, Inspiro Tequila

Mara Smith did not launch Inspiro Tequila because the category needed another brand. She launched it because the category had a specific problem it was not addressing, and the problem was getting more visible by the year.

The problem is additives. And the consumer response to discovering them is reshaping the competitive landscape in ways that the larger players in the category have been slow to acknowledge.

How the Category Got Here