Spirit Brand of the Year Tres Agaves Doesn’t Need a Celebrity Face

Spirit Brand of the Year

Since celebrity-owned tequilas seem to be everywhere these days, it’s refreshing to find a brand that centers agave as the star of the show instead of a celebrity name.

The brand began in San Francisco in 2005 with Tres Agaves Mexican Kitchen & Tequila Lounge, where the fresh margarita gained a following. Founded by Barry Augus, that drink spawned two products: Tres Agaves Tequila and a line of organic cocktail mixers. By 2010, the portfolio included the only shelf-stable organic margarita mix, a cocktail-ready agave nectar, and an estate-grown tequila line priced under $40—a groundbreaking combination in the category. In 2020, Augus exited the brand, which Trinchero Family Wine and Spirits subsequently purchased.