According to the Merriam-Webster dictionary, the word dynamic can mean something is “marked by usually continuous and productive activity or change.” The word “dynamic” is how Eduardo “Lalo” González, co-founder of LALO Tequila, Austin, Texas, describes the current tequila market.

“There’s been a lot of growth over the past several years, with more people around the world discovering tequila and appreciating it as something to sip, pair with food and really understand,” he says. “Even as broader spirits sales have started to soften and consumer behavior shifts, tequila as a category continues to grow, which speaks to its staying power.”

At the same time, González shares that growth within the category has brought more noise, more brands, more styles and a wave of celebrity-backed launches that have added both excitement and complexity for consumers.

“Because of that, I think people are starting to look for authenticity and transparency again,” he notes. “They want to know how their tequila is made, what’s in it and where it comes from. For me, that’s a positive evolution.”

González says this move toward authenticity and transparency brings the conversation back to what really matters: agave, craftsmanship and staying true to the culture behind the liquid.

Certain trends are prompting consumer interest in the category. Notably, González points to the change in the way people are enjoying tequila.

“It’s gone from a spirit that people drink in Margaritas or on vacation to a more nuanced drink,” he says. “We’re seeing consumers think of it more as a whiskey or a wine; they want to understand the process behind the liquid, learn about the ingredients and are more interested in the story behind the bottle than ever before.”

Consumers are looking for more transparency and craftsmanship from brands, and this is especially true within the tequila space, González adds.

Built on tradition

As for LALO, González co-founded the brand in 2020. Inspiration behind it comes from a lifetime spent around tequila, he says.

“Since I was a young boy, I’ve gotten to see how tequila is created from the agave fields to the branding and the business side of the industry, and it’s always been a big part of my personal story — and, in turn, the LALO story,” González shares. “I co-founded the brand alongside my childhood friend, David ‘R’ Carballido; we grew up not far from each other in Guadalajara, and we’ve always shared a deep appreciation for tequila and our Mexican culture. Together, we set out to create something that reflected the way we experienced tequila growing up.”

LALO Tequila is currently available in a Blanco expression.
Image courtesy of LALO Tequila

From the beginning, González states that their focus was on crafting a small-batch tequila that honors the purest expression of agave.

“For us, that meant keeping it simple and using agave, water and Champagne yeast and staying true to the time-honored methods of our ancestors,” he says. “Since inception, we’ve grown the brand tenfold, but we still ensure that our tequila is always made the same way since its start; with tradition, craftsmanship and passion.”

Noting there are many amazing brands within the tequila market, González shares that LALO is proud to be one of them. What sets LALO apart from other brands is its approach to tequila, he says. LALO leans into quality, its three-ingredient formula and each expression takes into account the lessons González has learned as a third-generation tequila maker.

“Something I’ve always been passionate about is agave, and I believe that passion and flavor really shines through in every bottle of LALO,” González states. “We’re on a mission to show people how exceptional tequila can be when it’s made with transparency, skill and respect for the agave plant. If you want tequila in its most authentic, vibrant form, you’ll be able to find that in LALO.”

Eduardo “Lalo” González, co-founder, says that LALO is expanding its marketing initiatives to areas with “a new, like-minded audience.”
Image courtesy of LALO Tequila

LALO currently offers a Blanco tequila, which has held the top spot as the No. 1 share gainer in the Blanco category across all price points, González shares, citing data from NielsenIQ.

“We’ve had a couple of limited releases — High Proof 2024 and High Proof 2025 — which proved to be wildly successful launches,” he says. “We’re really proud that so far, all of our tequilas have performed well with consumers.”

González notes that he is especially proud of the High Proof 2025 release, because it represents a different approach from the previous year’s release.

“Our 2024 High Proof was bottled at 54% alcohol-by-volume (ABV) and was known for its intensity and edge,” he explains. “For 2025, I wanted to shift the focus and create something that truly highlights the character of the agave.”

The 2025 release is LALO’s first distilled-to-proof tequila, which means it comes straight from the still with no water added after distillation and results in expression that captures the aromas and flavors of the distillery in their purest form, González says.

“This form of distillation really showcases our attention to detail and meticulous craftsmanship behind the tequila,” he adds.

The brand is deeply committed to its current focus on Blanco tequila, as LALO’s employees believe it offers the purest expression of agave and craftsmanship.

“That said, we’re always exploring ways to innovate within the category and are not closing the door to expanding the portfolio in the future,” González notes.

An authentic connection

To connect with consumers, the brand has enacted various successful marketing programs. González says that this year, LALO is expanding its marketing initiatives into the world of sports and leisure.

“LALO is partnering with top golf and tennis talent like Amanda Anisimova and Zizou Bergs, as well as with culturally relevant brands, like Malbon, to create immersive, experience-led moments,” the co-founder shares. “From curated events and tournament integrations to athlete-driven content and signature cocktails, these efforts are designed to introduce LALO to a new, like-minded audience that values craftsmanship, ritual and connection.”

LALO currently is available across the United States. González says the brand has been intentional about how it has grown its distribution footprint.

“From the beginning, we focused on building the brand in the right places, top restaurants, bars and key retail accounts,” he notes. “Looking ahead, we absolutely see continued expansion as part of our future, but in a way that stays true to who we are. For us, it’s not just about being everywhere, it’s about being in the right places and growing with intention while maintaining the quality and integrity of the tequila.”

At the end of the day, González says the brand is about staying true to its roots. At LALO everything is guided by a respect for the agave, the people who make it and the culture it comes from, he notes.

“We keep things simple on purpose, because when you start with great ingredients and take care in every step, you don’t need to overcomplicate it,” he concludes. “For me, it’s also very personal. This isn’t just a business, it’s a continuation of my family’s legacy and something I’m proud to share with a new generation of tequila drinkers.”