Azúcar Tequila Launches Canned Margaritas in Texas With the Cavinder Twins as Creative Directors

Originally reported by Forbes.

Azúcar Tequila is launching its canned margaritas in Texas with Haley and Hanna Cavinder as creative directors, the company announced on October 15. The line will be sold first at select retailers in Dallas and Austin, followed by a wider Texas retail rollout, while the brand builds national reach through direct-to-consumer sales, according to the company's announcement on PR Newswire.

Forbes, which first reported the partnership, said the twins, former college basketball players, have also taken equity positions in the company, and that their involvement grew out of a relationship with New York businessman Adam Weitsman, who owns Azúcar. Haley Cavinder told Forbes that Weitsman asked them "if we wanted to be co-founders and really have creative control over social media." The company's announcement describes their role as helping lead Azúcar's creative vision, from storytelling and social content to the experiences and occasions around the brand.

Azúcar launches with three flavors, Classic Lime, Spicy Lime and Passion Fruit. Each 12-fluid-ounce can is 5.5% ABV and 180 calories and is made with 100% blue agave blanco tequila, real fruit and agave nectar, per the company, and four-packs are listed at $16.99 on the brand's site. The Spirits Business reported that the twins' shared TikTok account has 4.5 million followers.

Why it matters

The company is positioning the line against ready-to-drink margaritas that, it says, often lean on malt or wine as a base, making tequila content the point of difference on shelf. That is a product argument a buyer can check against the label, which matters in a segment where Weitsman himself acknowledged the competition, saying in the announcement that the brand was not built "to be another brand in a crowded RTD aisle."

The structure of the Cavinder deal is the more transferable detail. An equity stake attached to a creative director title ties the twins' return to the brand's sales rather than to individual posts, which changes the incentive behind the content they produce. It also exposes a gap the launch plan has to close: the twins' audience is national, while retail availability starts in two Texas cities. The company is relying on direct-to-consumer sales to capture demand outside Texas, and Forbes reported that consumers in most states can buy online, so early results will show how much of that social reach converts where the product is not on shelves.

What to watch

The company has said an expanded Texas retail presence will follow the Dallas and Austin launch. The open question is how quickly that happens and how many retailers carry the line when it does, the first concrete measure of whether the initial accounts reorder.

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Sources

• Forbes (via Yahoo): The Cavinder Twins Are Launching A Ready-To-Drink Margarita
• PR Newswire: Azúcar Tequila Launches With A "Simply Superior" Take on the Canned Margarita and Cavinder Twins as Creative Directors
• The Spirits Business: Cavinder twins back Azúcar Tequila launch
• Classic Lime – Azucar Tequila
• Spicy Lime – Azucar Tequila
• Passion Fruit – Azucar Tequila