Lesser-known tequila brands gain traction in the United States as consumers seek quality and tradition

Tequila has seen a surge in popularity across the United States over the last decade, with shelves at liquor stores now featuring a wider range of brands from Mexico. While many consumers are familiar with big names like Don Julio and Jose Cuervo, there is a growing interest in lesser-known tequila producers who focus on quality and traditional methods. Industry professionals, including bartenders and beverage directors from Las Vegas and San Diego, have highlighted several brands that stand out for their craftsmanship and unique flavors.

One such brand is Fortaleza, produced in the town of Tequila, Jalisco. Although it has a strong following in Southern California, it remains relatively unknown elsewhere. Fortaleza is family-owned, with roots going back to 1873. The distillery is run by descendants of the Sauza family, who played a key role in shaping modern tequila regulations. Fortaleza offers blanco, reposado, and añejo tequilas, all made without additives. Experts praise its consistency and adherence to traditional production methods.

Tequila Ocho is another brand gaining attention among aficionados. It uses only overripe agave plants and produces single-estate vintage tequilas, which appeals to those interested in terroir and flavor nuances. The brand ages its agave for seven to ten years before production, resulting in a naturally sweet spirit suitable for sipping or mixing. Tequila Ocho’s extra añejo is noted for its oak color and flavors of cooked agave and roasted coffee.

Cimarron is recognized as an affordable yet high-quality option. Produced in the highlands of Atotonilco, Jalisco, Cimarron benefits from the region’s elevation and climate, which influence the sweetness of the agave. It is often recommended for cocktails like palomas due to its light and clean profile.

Telson is a smaller brand available in select states such as California and Nevada. Its añejo expression is aged in oak barrels for depth of flavor, offering notes of toasted caramel and vanilla. Telson’s blanco features subtle citrus flavors that work well in margaritas.

G4 tequila stands out for its transparency and use of traditional methods. Produced by a family with four generations of experience in Los Altos de Jalisco since 1937, G4 grows agave alongside citrus and cherry orchards and uses natural water sources. The result is a smooth spirit with earthy and fruity notes.

El Tesoro is known for its consistent quality across all expressions—blanco, reposado, añejo, and extra añejo. The brand emphasizes careful production at every stage rather than focusing on a single standout product.

Otaca markets itself as an ultra-smooth sipping tequila. It uses triple filtration and traditional clay ovens to roast agave aged for seven years. The result is a clean-tasting plata tequila with hints of lemongrass and vanilla.

Maestro Dobel Diamante pioneered the cristalino style—a blend of reposado, añejo, and extra añejo tequilas filtered for clarity while retaining complex flavors. This clear tequila is aged in white oak barrels and appeals to those seeking something different from traditional expressions.

Cambio brings innovation by fermenting its tequila with champagne yeast, giving it a crisp flavor profile. Founded by an ex-sommelier, Cambio uses French oak barrels and cognac casks for aging some expressions.

Espolón is one of the more widely available brands mentioned by experts but remains notable for its quality at an accessible price point. It produces additive-free tequilas that highlight natural agave flavors.

Real del Valle launched in 2022 as a cooperative owned by agave farmers in Guanajuato who use sustainable practices. By cutting out intermediaries, Real del Valle offers smooth additive-free tequilas at lower prices.

Volans was started by an Idaho couple seeking better tequila options in their home state. Produced in Los Altos de Jalisco using only natural ingredients and copper pot stills, Volans has gained recognition for its clean taste and small-batch approach.

These brands reflect a broader trend toward transparency, sustainability, and traditional methods in tequila production. As American consumers become more discerning about what goes into their glass, these lesser-known producers are finding new fans across the country.