Southern Glazer’s Signs Distribution Agreement with INSÓLITO

Southern Glazer's Wine and Spirits

Southern Glazer’s Wine & Spirits announced it has signed a multi-state distribution agreement with INSÓLITO, a tequila from brothers Octavio and Alberto Herrera, who own and operate the Premium de Jalisco distillery, band Midland, and Spirits Innovation Partners (SIP). Southern Glazer’s will have exclusive distribution rights for INSÓLITO in Texas, California, Florida, New York, Illinois, Colorado and Arizona.

INSÓLITO will be included in Southern Glazer’s recently launched Craft Collection Luxury Spirits division in California, Texas and Florida, supported by a dedicated sales and marketing team.

“INSÓLITO is an exceptional addition to our new Craft Collection Luxury Spirits line of products in all key tequila markets,” says Ray Lombard, Executive Vice President and General Manager, Craft Collection Luxury Spirits, Southern Glazer’s Wine and Spirits. “Insolito provides us with an award-winning ‘Jalisco Highland Tequila’ with a unique consumer proposition of being created at 7200 feet above sea level by the Herrera Brothers. This, combined with the support from Midland introducing the brand to their fans while on tour, presents a great opportunity to extend tequila’s reach to the huge country music demographic. We look forward to helping INSÓLITO build upon its early success.”


“Southern Glazer’s is the ideal partner as we look to expand INSÓLITO in our existing markets and into tequila strongholds across the US,” says Pete Kelly, CEO of INSÓLITO and owner of Spirits Innovation Partners. “INSÓLITO’s inclusion in their Craft Collection will give us the dedicated sales and marketing support a special brand like this deserves.”

SIP is a full-service beverage development & branding firm offering services in the areas of development, branding, marketing, production management and sales.

Mark Wystrach, lead singer for Midland, comments: “We launched INSÓLITO in Texas and knew immediately we had struck a chord with tequila fans. I guess you could say the brand is now hitting the road with Southern Glazer’s, on tour to win over folks across the country.”


Midland promotes INSÓLITO to their more than half a million social media followers while on tour. The band is currently performing on their nationwide The Last Resort tour and will be a featured act at Stagecoach 2022 in April.


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