“The motivation for Adam and me has always been about honoring the spirit of hospitality. For me, that spirit comes from my late mother, who remains my beacon of light and my ‘why.’ She’s a driving force behind the brand on a deeper level because she was someone who truly valued bringing friends and family together and creating meaningful experiences,” Neeson explains.

“To this day, I strive to carry that same spirit into everything we do with De Nada, whether it’s making cocktails for friends, hosting a dinner party, or simply extending a thoughtful gesture of hospitality. It’s that feeling we hope to recreate through the brand,” he continues.     

Millman, CEO and co-founder at De Nada Tequila, notes that listening to market feedback as well as reflecting on and realizing that the brand is all about hospitality, helped motivate some recent changes that reflect that.

De Nada Tequila announced the transition to 100% recycled glass bottles, featuring a new design that is a warmer, more timeless and refined package that is closer in alignment with its hospitality-first mantra, it says.

“We wanted the packaging to better reflect what De Nada stands for,” Millman explains. “Our original aluminum bottle was rooted in our commitment to sustainability, which remains just as important to us today. The new bottle is still made from 100% recycled glass, but we feel this design really captures the spirit of the brand. We also wanted to create something that allows bartenders and customers to see the liquid and appreciate the presentation, which we know is an important part of the experience.”     

Millman notes that the brand’s focus on sustainability prompted its initial decision for the aluminum bottle, but it wanted to maintain that aspect when deciding transition to 100% recycled glass.

“It’s still made from 100% recycled glass, but we feel the new packaging really embodies what De Nada is all about,” he says. “We also wanted bartenders and customers to be able to see the liquid and appreciate the presentation of the bottle, which we know is an important part of the overall experience.”      

Neeson further highlights the brand’s eagerness to bring this bottle to its partners and consumers. 

“From our family-made, additive-free tequila to our recycled glass bottle and commitment to carbon neutrality, everything we do is rooted in quality and intention,” he says. “We’ve always wanted De Nada to feel approachable, never overly fancy or exclusive. Something everyone can enjoy, but that you’re genuinely proud to serve because of the passion and care behind it. That’s really what drives us as a brand, and we couldn’t be more excited to introduce this new bottle as a reflection of who we are.”      

This all comes at a time when the tequila market has seen some declines and navigates distributor consolidation, Millman notes. However, this has not resulted in consumers pulling away from tequila but instead reaching for additive-free options like De Nada.

“What’s interesting about tequila right now is that we’re seeing a real shift in what consumers value when it comes to quality,” Millman says. “Premium, additive-free tequilas are an area where we’re still seeing growth and consumer interest. People are shopping differently. They care more about where their tequila comes from, how it’s produced, and what actually goes into it. When we started De Nada, those conversations weren’t nearly as prominent as they are today. I think the broader headlines about the spirits industry sometimes overlook what’s happening within specific segments of tequila.”

That shift is creating an opportunity for De Nada Tequila to be the choice for consumers for a quality tequila that’s not “over the top” but is an honest brand that provides an experience that brings people together, Millman notes.

“For us, the ethos of De Nada has always been about becoming that bottle people naturally reach for when they want to share something special,” he adds. “Something you’re proud to put on the table, excited to tell your friends about, and confident in because you know the quality and care that went into making it.”     

However, the new bottle is not the only new addition for De Nada Tequila. The brand also announced the release of De Nada Añejo, a new expression that has been aged for one year in ex-bourbon barrels that delivers the same additive-free approach and single-estate craftsmanship by the fifth-generation Vivanco family at NOM 1414 in Arandas, Jalisco, using estate-grown Blue Weber agave.

De Nada Tequila already offered a Blanco and a Reposado, but Millman explains that the growing interest in Añejo tequila made it a natural extension for the company.

“We’ve always had our Reposado, which is aged for four months,” he says. “The Añejo is aged for 12 months, and it's that same tequila just sitting in the barrel a little bit longer, so we felt it was a natural extension as an execute for the brand. It also highlights the quality principles that we’re going for. It’s all kind of beautiful together on the shelf, and I think it’s a great next addition.”

Neeson adds that Añejo is a strong example of patience by savoring a year’s worth of aging. Additionally, through the company’s portfolio, consumers can experience the evolution of the tequila through the aging process.

“It originated as a clear Blanco and sat in the same barrel, so it’s beautiful to kind of taste De Nada from Blanco to Reposado to Añejo and just taste that elevation the time of from three weeks to one year. It’s a beautiful experience,” he says. 

Millman notes that the company is focused on the roll out of the new SKUS in New York, New Jersey and Connecticut. It also has been building momentum in Florida, California, Texas and some other markets.

“In the coming year, we’re going to keep building the new SKUs in those markets and also launch others, as we see fit,” he says. “But we’re really excited; we have some really amazing chain placements now and you know we’re just trying to lean more into what’s working where people are asking for the brands and increasing every month.”

De Nada will continue to go deeper into the states it’s working with, Neeson notes, and also is offering 1-liter sizes for its Blanco and Reposado.

“Our strategy there is to focus on the off-premise and touch a lot more consumers, but we also believe that De Nada’s a fantastic tequila for cocktails,” he says. 

As additive-free tequila becomes a bigger part of the spirits market, it looks like more consumers might be saying De Nada.