Not A Celebrity Tequila Wants To Challenge A Celebrity-Dominated Liquor Market

Not A Celebrity Tequila presents itself as a straightforward, no-frills option in a market ... [+] increasingly crowded with celebrity endorsements.

Not A Celebrity Tequila

In a market increasingly dominated by celebrity-backed tequila brands, Not A Celebrity Tequila is positioning itself as an alternative by focusing solely on the product, without the influence of celebrity endorsements.

Launched this summer, the name "Not A Celebrity Tequila" directly addresses the rising tide of celebrity-driven products in the tequila industry.

According to founder Andrew Bushby, the decision to highlight the absence of celebrity backing was intentional.

"We chose the name 'Not A Celebrity Tequila' because it's cheeky and rebellious but also because it simplifies things for the consumer," Bushby tells Forbes. "The name tells people upfront that if they're looking for a tequila that prioritizes what's inside the bottle rather than the noise outside it, then this is the one for them."

With dozens upon dozens of celebrity-endorsed tequila brands entering the market in just the last five years at least, consumer interest in these brands could be waning. But interest in tequila most certainly is not.

Not A Celebrity Tequila's entry into the market comes at a time when tequila sales are on the rise in the United States. In 2023, the United States reached an all-time high in tequila sales, with approximately 31.6 million 9-liter cases sold—a 5.7% increase from the previous year, according to Statista. The tequila market in the United States is expected to generate $17.62 billion in revenue in 2024, and tequila sales are expected to finally eclipse vodka sales this year.

Regardless of celeb buzz, household names like Jose Cuervo, Don Julio and Patron still reign supreme among tequila makers with consumers. (The exception to the rule still being Casamigos, co-founded by George Clooney, Rande Gerber and Mike Meldman, now owned by Diageo but still synonymous by the average consumer with Clooney.) But newer craft tequila brands arguably see the celeb-backed upstarts as their more direct competition, at least in their infancy.

Not A Celebrity Tequila seeks to differentiate itself by emphasizing its production process. Produced at the Tequila Galindo distillery in Los Altos, Mexico, Not A Celebrity Tequila is made from highland agave and water, with no additives used in its production. The process begins with selecting agave based on its sugar content, followed by cooking in autoclaves and crushing with a roller mill. Fermentation and distillation are conducted in stainless steel, resulting in a tequila that the brand claims offers a clean and fresh taste.

"Our ultimate goal is to offer a premium product at a reasonable price, which is why we use an off-the-shelf bottle and cork system," Bushby says. "This approach allows us to keep costs down and ensure that the real value is in the liquid itself."

The brand is described as a "gateway" tequila, appealing to both new and experienced drinkers. The suggested retail price of $39.99 is positioned to be accessible while maintaining a premium image. Not A Celebrity Tequila is gradually expanding its presence in bars and restaurants, particularly in New York City, and is available for purchase online and at select retailers nationwide.

"For seasoned enthusiasts, it's a great addition to their collection, especially when they want to share this exciting spirit with friends and family who are just beginning their additive-free journey," Bushby says. "The price point also makes it an ideal choice for mixing, allowing them to enjoy it in cocktails without the guilt that might come with using more expensive options."

As the brand continues to expand, it plans to enter new markets, starting with Georgia in September. The company is focused on building its distribution network to increase its footprint across the country.

"There's a growing sense of celebrity fatigue within the tequila space, and consumers are becoming increasingly aware of the quality issues that often come with celebrity-endorsed brands," Bushby says. "Our playful approach offers a refreshing alternative that resonates with those who value authenticity and quality over hype. By not taking ourselves too seriously, we're able to connect with our audience in a more genuine way."