Madam Paleta Tequila, a female founded and led brand, has been awarded as the first flavor infused tequila to win a Double Gold victory and “Best in Class” finalist nomination from the San Francisco World Spirits Competition.
This win reinforces the brand’s uniqueness within the category of flavored spirits, which historically leaned in to sweet, artificial flavors coupled with a low-quality spirit base. Madam Paleta is breaking those norms with a focus on premium flavor infused blanco tequila produced in Jalisco, Mexico. It’s free of preservatives, artificial flavors, syrups and sugar-additives and made from 100% Blue Agave from the rich soil of Los Altos de Jalisco. Through maceration techniques, it seamlessly integrates flavors that reflect quality, natural origins, and delicious taste with a smooth finish.
This achievement is another notable success for the young brand, which is quickly taking the industry by storm, racking up distinctions from other renowned spirits competitions, including John Barleycorn and PR&F.
Drawing inspiration from the paleta cart culture and leveraging data-driven insights, Madam Paleta curated a selection of three flavors for its debut release: Pineapple, Grapefruit, and Tamarind. These flavors authentically reflect both cultural heritage and consumer preferences and trends, appealing to a diverse audience. “Madam Paleta’s flavor infused tequila will be the smoothest you’ve ever tasted whether you enjoy it on the rocks or in your favorite cocktail,” assures Karla Flores, Co-Founder and General Manager of Madam Paleta. “We’re extremely proud of the brand we’ve developed, the team we’ve assembled and the genuine collaborations we’ve fostered. We are excited for consumers to savor our diverse range of flavors, particularly our bold, authentic Tamarind.”
Madam Paleta’s striking artwork and bottle design are equally intentional. The brand uses its bottle as a canvas, partnering with local artists for each production batch, showcasing bold, vibrant, and lively artwork as an opportunity to celebrate visionary women. The designs bring to life the brand’s energy, inclusivity and alluring taste profile, all packaged in beautiful bottles that can be repurposed after the final pour.
Madam Paleta launched in late September 2023 in College Station, Texas with a strategic distribution alignment with leading beverage alcohol distributor, Republic National Distributing Company (RNDC.) After a successful pilot that resulted in the brand securing 85% share of flavored tequila and 8.5% of premium blanco tequila in College Station, (yDrinks September ’23-Jan ’24), the partnership is now rolling out statewide and will strategically expand throughout the U.S. in the years ahead. The partnership positions the brand for rapid growth and reinforces how flavored tequilas are becoming a key driver in the continued momentum of the booming tequila category.
“We are thrilled to be partnering with the female founded Madam Paleta team and believe they have a unique offering with a strong growth plan in the state of Texas and beyond,” said Dave Lane, Chief Supplier Excellence and Growth Officer at RNDC. Our company’s partnership reflects our ongoing commitment to the expanding tequila category, specifically the growth we’re seeing in the flavored spirits category.”
