Alma Del Jaguar: The Fastest Growing Tequila In The U.S. Premium Segment

Memphis, TN – May 21, 2025 – Morningside Brands, Inc. is thrilled to announce that its Alma del Jaguar Tequila brand is the fastest-growing tequila brand in the U.S. premium segment measured by retail sales of brands that have sold at least 15,000 units in the last 52 weeks. Nielsen data for the 52-week period ending in April shows Alma del Jaguar Tequila soaring with a remarkable 428.96% growth in retail scan sales year-over-year.

“We are extremely excited by Alma del Jaguar’s increasing sales velocity; it is proof that consumers today demand authentic, sustainable, and clean tequilas,” said McCauley Williams, CEO of Morningside Brands, Inc. “While many big tequila brands are losing ground, we have crafted something that resonates with consumers in today’s market, and we have the retail scan data to prove it.”

Unprecedented Market Performance

Alma del Jaguar is dominating growth in the premium (above $40 per bottle) tequila scene with standout statistics:

• Retail sales values skyrocketed by 428.96% year-over-year, per Nielsen data for the 52 weeks ending April 30, 2025.
• Distribution grew from 9 states in 2023 to 23 states in 2025, including heavyweights like California, Texas, New York, Florida, and Illinois.
• The brand is now in over 4,500 retail accounts nationwide and still expanding at a rate of over 200 new accounts per month.

This explosive growth stands out in a tough market. While the overall tequila category grew by 7.25% in retail dollar sales and 9.46% in unit sales, many established premium brands saw declines. Alma del Jaguar’s 428.96% dollar sales surge makes it the undisputed leader in growth among brands that have sold over 15,000 units. 

Award-Winning Quality

Alma del Jaguar’s success isn’t just about numbers—it’s backed by serious industry cred:

• Named one of Esquire’s best tequila brands of 2025.
• Crowned “Best Reposado Tequila of 2024” by Rolling Stone.
• The Blanco earned a 97-point rating from the Tasting Panel.
• The Reposado scored 95 points from Wine Enthusiast.
• The High Proof Blanco, Nocturna, was listed by Robb Report as one of the The 50 Greatest Tequilas of the 21st Century (so far). 

Artisanal Production

Teaming up with the fifth-generation Vivanco tequila family at their renowned distillery, Feliciano Vivanco y Asociados (NOM 1414) in Arandas, Jalisco, Alma del Jaguar delivers unmatched quality through time-honored methods:

• Made exclusively with mature Los Altos agave grown at 6,800 feet elevation.
• Features a unique fermentation blend of 80% wild yeast and 20% champagne yeast.
• Double distilled in copper pot stills from Santa Clara del Cobre.
• Bottled unfiltered by hand at the source.

“What sets Alma del Jaguar apart is our obsession with quality and purpose,” Williams said. “Our wild and champagne yeast blend creates a flavor you cannot find anywhere else, and our mission-driven ethos speaks to consumers who care about more than just a drink.”

Conservation at the Core

Unlike brands that slap animal logos on bottles for show, Alma del Jaguar was born from a deep commitment to wildlife conservation, inspired by Rick Williams (uncle of CEO McCauley Williams) and his work protecting wild jaguars in northern Mexico.

“Jaguars truly are our mission," Williams said. “We proudly support the Northern Jaguar Project, a U.S.-Mexico effort managing the Northern Jaguar Reserve in Sonora, Mexico—the largest privately managed wildlife refuge in the country.”

Alma del Jaguar donates a portion of its proceeds to jaguar conservation, striking a chord with consumers who want brands that stand for something. “The numbers show people want more than great tequila—they want purpose,” Williams added. “Our growth proves conservation and business can go hand-in-hand.”

Sustainability and Ethical Production

Alma del Jaguar’s commitment to sustainability and ethical practices further sets it apart, resonating with eco-conscious consumers and reinforcing its premium positioning.

Growing Portfolio

Alma del Jaguar’s lineup has expanded with its market reach:

• Blanco (SRP $49.99)
• Reposado (SRP $59.99)
• Añejo (released Fall 2024, SRP $79.99)
• Nocturna high-proof seasonal releases (SRP $64.99)

About Morningside Brands, Inc.

Founded by McCauley Williams, Morningside Brands is a rising star in the spirits world, focusing on premium and super-premium products tied to environmental conservation and charitable causes. Its portfolio includes Alma del Jaguar Tequila and Waymar Gin House.