There’s no shortage of tequila on the market. Walk into any distributor meeting or scroll through a portfolio sheet and you’ll find brands stacked on top of brands, each with a story about agave, terroir, and tradition. So when a new name enters the conversation, it has to earn its place quickly — on the shelf, on the menu, and in the glass. This is Tequila Rimari’s opening act, and every decision behind the bottle serves as proof of concept.

Born from the partnership of co-founders Dheeraj Naidu and Vrunda Parekh, under their spirits venture Noreste Spirits, Rimari is a Highland Jalisco tequila that doesn’t settle for convention. It begins with 100% Blue Weber agave grown exclusively on Feliciano Vivanco–owned ranches, harvested only after more than six years of maturation in the mineral-rich red soils of the highlands. These soils consistently yield agave with natural sweetness, complexity, and a clean, bright character that distinguishes Highland expressions.

But what truly sets Rimari apart is what happens after the harvest.

Deviating From the Norm: Sake Yeast in the Fermentation Tank

While the rest of the category relies on either commercial yeasts or ambient wild fermentation, Rimari’s production team took the road less traveled. Tequila Rimari is a trailblazer in the category, given their decision to use sake yeast as part of its fermentation process; a decision that is less a gimmick and far more a philosophy.

“We were looking for a way to respect tequila tradition while still bringing something genuinely new to the category,” says Rimari co-founder Dheeraj. “Sake yeast gave us balance, control, and elegance. It felt aligned with our philosophy of refinement over gimmicks.”

In practice, sake yeast prefers a cooler, more deliberate fermentation environment. This slower pace helps develop nuanced esters, preserve agave sugars with greater integrity, and produce a softer alcohol conversion. The resulting spirit consistently reveals an unexpected silkiness noted by buyers and bartenders alike.

“There’s a softer mouthfeel, a subtle floral lift, and a roundness that shows up mid-palate,” Rimari co-founder Dheeraj explains. “Less bite, more harmony.”

Layered onto this is the so-called Mozart Method. Maestro Tequilero Sergio Cruz plays classical music in the fermentation room, using sound vibrations to encourage healthy yeast activity and expressive fermentation. While unconventional, the approach reflects the broader attention to detail that defines Rimari’s production philosophy — and the results speak for themselves, with strong performances in multiple international spirits competitions in 2025, the year the brand launched.

Vrunda Parekh and Dheeraj Naidu, Co-Founders at Tequila Rimari

Two Expressions, One Versatile Program

For buyers building a tequila program or retailers curating their spirits selection, Rimari offers two expressions that cover a wide spectrum of occasions.

Rimari Blanco (40% ABV, 750ml) is both workhorse and showpiece. Unaged and distilled in small batches through copper stills, it opens with crisp citrus, cooked agave, and a delicate floral finish — a clear signature of the sake yeast fermentation. For bartenders, it upgrades classic tequila cocktails without sacrificing cost efficiency. Margaritas, Palomas, Ranch Waters, spritzes — the Blanco integrates seamlessly while elevating the drink. For retail customers, it delivers a premium yet approachable option that rewards curiosity.

Rimari Reposado (40% ABV, 750ml) is where fermentation elegance meets time in American oak. Resting in carefully selected barrels develops warm notes of vanilla, caramel, and toasted spice while preserving the agave core — a balance many reposados struggle to maintain. For on-premise accounts, it performs equally well as a sipping tequila or in spirit-forward builds such as Old Fashioned riffs, tequila Negronis, or simply served over a large cube with citrus expression.

The founders frame it this way: the goal was to create tequilas that bartenders feel confident mixing and drinkers feel comfortable enjoying neat — without needing a special occasion.

In Frame: Left- Sergio Cruz (Tequilero at Tequila Rimari); Right- Dheeraj Naidu (Co-Founder at Tequila Rimari)

Global Inspiration Behind the Cocktail Program

As the season shifts and cocktail menus evolve, the Rimari team has been actively developing Japanese- and Asian-inspired cocktail programs that reflect the tequila’s unique fermentation with sake yeast. This approach naturally lends itself to creative builds incorporating ingredients such as sake, cherry blossom syrup, yuzu, and even java plum (jamun), a fruit widely used across Asia and India. The result is a collection of distinctive cocktails that go beyond the classics — thoughtful twists designed to highlight Rimari’s floral lift, silky mouthfeel, and versatility behind the bar. From bright highballs to elegant seasonal signatures, these recipes give bartenders a fresh and culturally inspired way to showcase tequila in modern cocktail menus.

Signature serves like Rimari Sake Margarita, Rimari Blossom Old-Fashioned, Rimari Java Plum Margarita or Rimari Yuzu Collins demonstrates how Rimari bridges tequila tradition with global inspiration.

Rimari Reposado (Left) | Rimari Blanco (Right)

Built for the Moment — and for the Long Game

For retail, the Rimari story translates easily at shelf level. The sake yeast fermentation offers a genuine point of differentiation for today’s increasingly educated spirits consumer — a growing audience willing to explore craft tequila with a compelling production narrative. Positioned at $49.99 and $59.99, Rimari sits comfortably in the premium sweet spot: elevated yet accessible.

As the founders describe the drinker they design for, Tequila Rimari is for someone who values balance over bravado and craftsmanship over trends, but who still wants a spirit made for enjoyment, not just admiration. That drinker is already walking into stores and sitting at bars today. Rimari gives buyers and bartenders a confident answer to what they’re looking for.

Tequila Rimari is produced by Noreste Spirits at Feliciano Vivanco Y Associados aka NOM 1414 in Jalisco, Mexico. Both expressions are available in 750ml.

Header image sourced from Tequila Rimari (Instagram).