For more than 250 years, Familia Camarena has been tied to the Highlands of Jalisco, where volcanic soils and high-altitude agave fields give its tequila a signature floral and green profile. Today, under Spirit of Gallo, the brand continues to blend traditional craftsmanship with modern techniques, creating award-winning expressions that resonate with both tequila purists and new consumers alike. Its recognition as Tequila Producer of the Year and Tequila of the Year at the 2025 USA Spirits Ratings affirms its place at the forefront of one of America’s fastest-growing spirits categories. In our conversation with Brandon Lieb, Vice President of Spirits at Gallo, we explore how Familia Camarena upholds its commitment to quality, what this recognition signifies, and how the brand plans to build on it.

Q1. First off, congratulations on winning both Tequila Producer of the Year and Tequila of the Year at the USA Spirits Ratings. What does this recognition mean for Spirit of Gallo and for Familia Camarena specifically?

Every batch of Camarena is handcrafted with 100% blue weber agave from the Mexican Highlands, using a blend of traditional and modern techniques. Winning both awards is a true honor. It validates the authenticity, quality, and taste that have made Camarena a favorite among tequila enthusiasts and experts. For Spirit of Gallo, it also underscores our commitment to excellence across our spirits portfolio and highlights our ability to excel in one of the most competitive categories in the industry.

Q2. What kind of support do you extend to your distributors and partners to ensure visibility and velocity for Familia Camarena?

We focus on growing consumer connection through both retail and on-premise strategies. That means showing up in accounts in creative ways that inspire usage occasions—through partnerships, sponsorships, sweepstakes, and robust digital and physical assets. These activations not only drive sales but also create long-term visibility that benefits both the brand and our partners during key tequila sales moments.

Q3. Are there new trade or consumer-facing activities planned following this recognition?

Yes. Our Run with the Restless campaign—focused on spontaneous adventure—is a major investment across national media, social, digital, and out-of-home, and it’s seeing record-breaking results. We’re also doubling down on soccer, where Camarena has a strong cultural connection. We’ve partnered with Concacaf as the Official Tequila of the 2024 and 2025 Concacaf Champions Cup, and we have ongoing sponsorships with Men in Blazers, the largest soccer media network in North America. Looking ahead, Camarena will sponsor Major League Soccer teams across key cities as the U.S. builds toward hosting the 2026 World Cup.

Q4. The tequila category continues to show rapid growth. What consumer or trade trends are you observing, particularly within the silver tequila space?

Tequila remains one of the fastest-growing spirits categories, especially at the premium level. Camarena has been on a strong upward trajectory, with Silver and Reposado leading the way. Consumers are seeking tequilas that balance authenticity with versatility, and Camarena’s profile makes it a go-to for cocktails while standing out on its own.

Q5. Beyond tequila, Gallo also has significant wine interests. Are you seeing crossover behavior between wine and spirits consumers?

Absolutely. A significant portion of beverage alcohol consumers move across categories. Wine drinkers are drawn to tequila for its versatility and authenticity, while tequila drinkers often appreciate wine for its craftsmanship and food-pairing qualities. The crossover is strongest among consumers who prioritize quality and storytelling—precisely what Familia Camarena offers.

Q6. Familia Camarena blends traditional and modern production techniques. How do you communicate that authenticity to today’s consumers?

Our tequila stands out in cocktails thanks to our sourcing and production. We use agave from the Highlands of Jalisco, where mineral-rich volcanic soils create delicate floral notes. Our cooking techniques and proprietary yeast emphasize those qualities. Familia Camarena also has deep historical roots—dating back to 1761, when the family co-founded Arandas, now the epicenter of Highland tequila production. Our bottle design, crest, and even its silhouette pay homage to this heritage, including a tribute to La Reina del Silencio, the largest bell in Mexico that has called Arandas’ people together for centuries.

Q7. Are there any new product launches or line extensions planned for Camarena?

Camarena will continue to focus on its three core expressions—Silver, Reposado, and Añejo. Silver and Reposado are available in a wide range of sizes from 50mL to 1.75L, with the 750mL serving as our flagship. As the category continues to grow, we’re confident these expressions will carry Camarena to even greater success.

Q8. If you had one message for U.S. retailers, distributors, and trade partners about what this award means for Camarena, what would it be?

In one of the fastest-growing spirits categories, Camarena is playing to win. As the most-awarded tequila in the U.S., we’re positioned to deliver on both taste and quality at an exceptional value. With strong consumer demand, proven award credentials, and marketing momentum, Camarena is set up to dominate its peer set in 2025 and beyond.