How New Tequila Brands Are Defining Their Own Style

A blind tasting of 10 newcomer blanco tequilas reveals how production choices, style, and familiarity influence how tasters respond.

If there’s one thing we’ve learned over the past few years it’s that agave is an incredibly complex source material for making spirits. It is now well known that aroma and flavor profiles vary based on the type of agaves and production methods used, but even a process that replicates another, but is done in a different part of the world, will result in something wildly different. We are seeing this now with California agave spirits, many of which use the same species of agaves used in tequila and mezcal, and even follow similar processes, yet taste unique.

Where the agave grows, and where fermentation happens, are the two biggest contributors to “terroir”. It’s an exciting time for fans of agave spirits because new aroma and flavor profiles are emerging as more countries get into the act.

But, also in Mexico, there are tequila brands coming to market that have decided to develop their own unique aroma and flavor profiles with the belief that there is a curious audience ready and willing try them.

New tequila brands are continuing to enter the market at a rapid pace. Some follow tried-and-true formulas, highlighting cooked agave, citrus, and pepper in a familiar structure. Those seeking to carve out their own unique flavor profile are taking a different path, using fermentation techniques, blending approaches, or subtle barrel influences to create something less expected.

To better understand how these styles are received, we sent samples of 10 “Newcomer Blancos” to 21 members of our tasting panel. Some of these products had familiar profiles, while others had something unique going on. With production details, brand names, and distilleries hidden, they had to rely only the liquid in the glass to guide them. The results offer a useful look at how style, balance, and expectation shape perception in today’s evolving tequila landscape.

Lessons Learned in this Experiment

Familiar Profiles Still Set the Baseline

Across the tasting, one of the clearest patterns was how consistently panelists aligned around tequilas that delivered a recognizable blanco profile. Expressions that played into cooked agave, citrus, pepper, and a clean, balanced structure tended to produce tighter scoring ranges and fewer conflicting reactions. These tequilas weren’t always described as the most complex or memorable, but they were reliably understood. In several cases, panelists used language like “easy sipper,” “balanced,” or “straightforward,” and those descriptors often corresponded with more consistent scores across the panel. In a blind setting, familiarity appears to act as a stabilizing force, giving tasters a shared reference point.

Distinctive Profiles Created the Biggest Divides

When newcomers pushed into more unusual territory, whether through fermentation, lactic notes, savory elements, or barrel influence, the panel response became far less uniform. Some panelists embraced those differences, describing them as “complex,” “interesting,” or even “my favorite,” while others reacted more cautiously, noting elements that felt “off,” “weird,” or simply outside their preferred profile. These tequilas often showed the widest scoring ranges, with high marks from some tasters and more moderate scores from others. The pattern suggests that distinctiveness does not necessarily reduce perceived quality, but it does introduce subjectivity in how that quality is interpreted.

Complexity Didn’t Always Translate to Higher Scores

Several of the most technically layered tequilas in the group, particularly those using mixed fermentation methods, wild yeast, or more traditional processes, generated detailed and often enthusiastic tasting notes. However, that complexity did not always result in higher average scores. In some cases, the added layers created a profile that required more time or context to fully appreciate, which can be difficult in a blind tasting format. As one taster noted of a more complex sample, it was “rugged…very complex,” but also drying and intense. This reinforces an important dynamic: complexity can be admired without being universally rewarded.

Panelists Showed Consistent Individual Tendencies

Even within a blind format, patterns emerged within the panel. Some tasters consistently responded positively to greener, more vegetal and herbal profiles, while others appeared to favor sweeter, fruit-forward or more traditionally structured tequilas. This became especially visible in products with strong stylistic identities, where certain tasters repeatedly scored them higher or lower across multiple entries. While individual preferences are expected, the consistency of these tendencies suggests that even experienced tasters bring a defined stylistic bias into blind evaluations.

Production Methods Influenced Style More Than Scores

The inclusion of production data revealed clear stylistic differences, but not always a direct link to higher or lower scores. Tahona-produced tequilas, for example, were often described as more earthy, mineral, or textured profiles, while roller mill expressions tended to present cleaner, more streamlined flavor structures. More complex production techniques, such as wild fermentation or mixed extraction methods, frequently resulted in more distinctive profiles, but again, these did not guarantee higher scores. Instead, production choices appeared to shape identity more than outcome, reinforcing the idea that execution and balance matter more than any single method.

Repeated NOMs Showed Stylistic Range

A few distilleries appeared more than once in the lineup, and rather than producing similar profiles, they demonstrated a surprising range of expression depending on brand direction. This suggests that within the same production environment, significant stylistic variation can be achieved through fermentation choices, blending decisions, and overall brand intent. For the panel, this meant that familiarity with a NOM did not necessarily translate into predictable outcomes, particularly among newer brands experimenting with identity.

Value Perception Didn’t Always Follow Score

Value points, which reflect perceived “bang for the buck,” did not always track directly with average scores. Some mid-scoring tequilas earned strong value support, likely due to their approachability and perceived drinkability, while some higher-scoring, more complex expressions received fewer value points. This suggests that panelists were separating quality from practicality, recognizing that a tequila can be well-made but still positioned differently in terms of everyday appeal.

The Key Takeaway: Style Shapes Perception

Taken together, the results point to a central theme: in the world of newcomer tequila brands, how a product expresses itself stylistically has a direct impact on how it is perceived, even among experienced tasters. Familiar profiles tend to generate agreement, while distinctive ones invite interpretation. Neither approach is inherently better, but they do lead to different kinds of reactions. As one taster put it when encountering a more unusual sample, “it’s definitely different,” a simple observation that captures the tension between recognition and discovery that defines this category.

Here are the 10 new-to-market blanco tequilas we used for this experiment.

El Patriarca Blanco

Avg Score: 81.25
Price: $34
Value Rank: #1

This tequila scored the most points when it came to value, or “bang for the buck”, but it also revealed one of the widest gaps between individual reactions, suggesting that the panel never quite aligned on what the tequila was trying to be. Several tasters noted a fruit-forward and sometimes sweet-leaning profile, while others focused on earthy, lactic characteristics that created tension in the experience.

Structurally, it came across as inconsistent to some, with comments pointing to a difference between aromas and flavors. At the same time, a subset of tasters clearly connected with its more rustic and unconventional qualities, describing it as “challenging and unique,” which points to a broader theme seen throughout this tasting: when a newcomer leans into a distinct or less familiar profile, reactions tend to diverge sharply.

Distillery: NOM 1632

Cooking: Stone/Brick Ovens
Extraction: Roller Mill
Fermentation: Stainless Steel tanks, open air, without fibers
Still: Stainless Steel Pot and copper pot combination
ABV: 40%

Grover’s Take: This product has a distinct profile, which I appreciate. Honestly, there are so many product on the market that taste similar, that this was refreshing. The distillery that makes this tequila, Tequilera Tateposco, S.A. de C.V. (NOM 1632), is located in Amatitán, Jalisco. It’s small, and it has old-school production processes in place, including a tahona. The tequilas I have tried from here are all different from each other, and that’s likely due to distillery owner David Partida’s desire to experiment with fermentation and distillation techniques.

With El Patriarca, I noticed that leaving it to open up in the glass for a while will show you an entirely different personality than when it is is first poured. Also, the aromas coming from the bottom of the glass are noticeably different than the ones found at the very top. I feel like this tequila shows many different sides of the agave all in a single glass, and that’s interesting to me as an agave geek.

 

Doce Casas Blanco

Avg Score: 82.75
Price: $50
Value Rank: #8

This 100% tahona-produced tequila presented a more stylistically distinct profile, and panel members noticed. They said it showcased floral and citrus aromas, with slightly bitter flavor characteristics.

While many tasters appreciated its brightness and aromatic lift, there was a recurring pattern where the flavor was described as less expressive than the nose. Several tasters pointed to a lighter body and a finish that introduced bitterness or dryness, which influenced overall impressions.

Interestingly, scores varied noticeably across the panel, with some tasters embracing its fresh and summery qualities, while others seemed less aligned with its floral-forward direction. This kind of split response reinforces the idea that more distinctive profiles, even when well-executed, don’t always translate into broad consensus scoring.

But that’s the beauty of traditionally-made tequilas: they are all not the same.

Distillery: NOM 1634

Cooking: Stone/Brick Ovens
Extraction: Tahona
Fermentation: Stainless Steel Tanks open air
Still: Copper Pot
ABV: 40%
Other: Organic; Single Estate Agaves from Guanajuato

Grover’s Take: Personally, I am a fan of this one and I expected it to score much higher than it did. (I rated it a 92 in Agave Matchmaker.) It is well-made and has it’s own unique personality going on. I feel like agave plant has a wide variety of aromas and flavors locked up inside of it, but we tend to only see the same ones over and over in most products. This one, and a few other products in the lineup, are showing some of the plant’s different personalities.

The question is, what would the panel members think in a blind tasting? I was eager to find out.

For starters, panel members who loved it REALLY loved it, as it was the highest scoring product in the lineup for several of the panel members. (So, I guess I am not alone!)

I found cinnamon, hay, minerals, mushrooms, grapefruit, and a tiny bit of fermentation funk as a base. Flavor has a big cooked agave component, along with hay, and olive that continues on during the finish.

This profile is different, and right up my alley.

 

Agazul Blanco

Avg Score: 83.75
Price: $55
Value Rank: #7

One of the more clearly “green” and herbaceous entries in the lineup, this tequila stood out for its savory, vegetal character, which became a defining factor in how it was received. Several tasters highlighted its complexity and uniqueness, with one calling it “the greenest of the bunch,” while others found those same characteristics polarizing, when they went in the direction of nuttiness or earthy tones.

Structurally, it was often described as easy-drinking with a clean finish, but not always deeply layered on the palate. The scoring spread reflects this divide, with some of the highest individual scores in the dataset appearing alongside more moderate ratings. It’s a strong example of how a clearly defined stylistic identity can both attract and challenge a panel, depending on individual preference.

Distillery: NOM 1639

Cooking: Stone/Brick Ovens
Extraction: Roller Mill
Fermentation: Stainless steel tanks
Still: Stainless Pot w/Copper Coil
ABV: 40%

Grover’s Take: The green/raw/vegetal notes identified by the panel are a little overwhelming for me. This, along with a dominant alcohol aroma and flavor, are the reason this was my least favorite of the lineup. If you’re looking for a super clean tequila, then this fits the bill. But for me personally, I want a little more personality.

But don’t listen to me! There were several panel members who really enjoyed this profile. That’s the beauty of agave spirits–there’s something for everyone.

 

Felicente Blanco

Avg Score: 84.125
Price: $55
Value Rank: #6

With its combination of tahona extraction and a brief rest in wine casks, this tequila introduced a level of complexity that was immediately noticeable, particularly in its lactic and fruity elements. Panelists frequently commented on its layered and evolving profile, though reactions to those characteristics varied widely. For some, the interplay between fruit, acidity, and savory notes added depth and intrigue, while others perceived certain aromas as sharp or unconventional.

Structurally, it tended to show a strong mid-palate with a finish that was drying or slightly bitter, contributing to a more mixed scoring pattern. This is another case where a more experimental or non-traditional approach appeared to create both strong appreciation and hesitation within the same panel.

Distillery: NOM 1634

Cooking: Stone/Brick Ovens
Extraction: Tahona
Fermentation: Stainless Steel tanks, open air, without fibers, a portion fermented in wood barrels
Still: Copper Pot
ABV: 42%
Other: Rested less than 59 days in used French Oak wine casks

Grover’s Take: I have a huge appreciation for creativity happening in the fermentation stage of production, and Felicente did just that by using French Oak barrels during fermentation. The barrels are placed on their side, without a plug, for the entirety of this crucial step. As a result, it has an aroma that I usually associate with products that have included fibers in the fermentation tank. I guess the contact with wood can achieve the same effect!

It was then rested in used french oak wine casks before bottling.

This is definitely a worthwhile sipper. The aroma is licorice, dried grass, and brine. The flavor, however, is my favorite part. Super agave-forward, creamy, thick, round, and slightly vanilla. Extremely pleasant. I think the 42% abv also helps to accent these flavors on the finish.

 

Cultura 100 Blanco

Avg Score: 84.6875
Price: $43
Value Rank: #4

This tequila follows a more classic and approachable blanco profile, and the panel’s response reflected a higher level of agreement compared to more stylistically adventurous entries.

Tasters frequently described it as balanced, easy to sip, and grounded in recognizable agave, citrus, and pepper notes. While some noted a lack of complexity or intensity, those same traits seemed to contribute to its accessibility and consistency across tasters. Scores tended to cluster more tightly here, suggesting a shared understanding of what the tequila was delivering.

In the context of this tasting, it serves as a useful reference point for how familiar profiles often translate into steadier, more consensus-driven scoring.

Distillery: NOM 1414

Cooking: Stone/Brick Ovens
Extraction: Roller Mill
Fermentation: Stainless Steel tanks, open air spontaneous fermentation without fibers
Still: Copper Pot
ABV: 40%

Grover’s Take: Another product coming from the Vivanco distillery (NOM 1414), and it tastes quite different than others made here. For me, this one is pretty “safe” and not complex or different enough for me to get super excited about. Is it well-made? Yes. Do I know a lot of people who would love this profile? Absolutely!

It ended up scoring right in the middle of the pack, which is where I was expecting to see it. It’s priced right, and scored well in terms of value. Overall, a solid product that would appeal to a wide range of drinkers.

 

Point Blank Blanco

Avg Score: 84.75
Price: $43
Value Rank: #3

This tequila presented a bright, citrus-forward and herbal profile that many tasters described as balanced and easygoing, though not without some variability in how it was perceived. Several tasters highlighted its freshness and savory edge, while others noted elements of dryness or slight bitterness on the finish.

Structurally, it often showed a solid mid-palate, but a shorter finish, which may have influenced scoring consistency. Compared to others in the lineup, it sat comfortably in the middle ground, offering a recognizable and approachable style with enough character to stand out, without pushing into more polarizing territory.

Panelists also considered it to be priced right, earning the third most points when it came to value.

Distillery: NOM 1424

Cooking: Stone/Brick Ovens
Extraction: Roller Mill and screw mill combination
Fermentation: Stainless Steel tanks, open air, without fibers
Still: Stainless Steel Pot
ABV: 40%

Grover’s Take: First of all, great bottle and label. They get an A+ on the packaging.

We purchased this bottle directly from the brand’s website for $43. At this price, the panel thought it was a great value, and I agree.

For me, my one minor nitpicky wish is that I wish it were more complex. There’ a pronounced vanilla aroma and flavor here that makes it smell and taste great, but as a guy who is constantly trying to make things complicated (according to Scarlet) I wish there was more complexity here.

On the plus side, it has a really thick and oily dry flavor and finish, and as that finish fades I get some citrus at the end.

I would recommend this for someone just getting started with tequila because I think it makes an excellent starting point.

 

Torrente Blanco

Avg Score: 85.375
Price: $80
Value Rank: #9

Torrente showed one of the broader scoring ranges in the tasting, driven in part by its combination of delicate structure and subtle complexity. Some tasters were drawn to its softer, more nuanced profile, describing it as “very soft” and easy to drink, while others wished for more intensity. There was a recurring theme of a nose that hinted at more than the palate ultimately delivered, along with a finish that they wished would linger longer.

At the same time, a handful of higher scores suggest that for certain tasters, its restraint and subtlety were exactly the appeal. This kind of divergence highlights how lighter, less assertive profiles can be interpreted very differently depending on expectations.

Distillery: NOM 1588

Cooking: Stone/Brick Ovens
Extraction: Roller Mill
Fermentation: Stainless Steel tanks, open air, without fibers
Still: Stainless Steel Pot
ABV: 40.2%

Grover’s Take: There’s something about the Banuelos family, owners of the El Mexicano distillery, that makes me interested in each and every product they touch, and this one is no different.

There’s a lot of talk about sustainability in the industry, among consumers and producers alike, and Torrente is one that takes this to an extreme with a fully regenerative agave farming practice. The brand’s co founder, Rodrigo Mestas, is an agave farmer who uses no pesticides, and allows animals to graze the land to eat the weeds. He is fanatical about maintaining soil health the natural way. Of course, sustainability is expensive, and is the reason why the price clocks in at $80 for a bottle.

The quality of the product is great, though. It’s vegetal, spicy, and full of cinnamon. There’s a tiny hint of fermentation funk in the aroma that I like, and the finish has a natural sweetness to it. Is it worth the price? Factoring in the way these agaves are grown, I think so.

 

CASA J Blanco Ensemble

Avg Score: 87.06
Price: $129
Value Rank: #10

With its combination of traditional and modern production methods, including wild fermentation and mixed distillation techniques, this tequila delivered one of the most complex and layered profiles in the group.

Panelists frequently described it as earthy, herbal, and mineral-driven, with a rustic edge that set it apart from more conventional expressions. The panel response showed both strong appreciation and some hesitation, with high scores reflecting admiration for its depth and individuality, while others noted dryness or intensity that made it less immediately approachable.

Overall, it stood out as one of the more distinctive newcomers, reinforcing the idea that complexity and uniqueness do not always translate into uniform scoring.

Distillery: NOM 1459

Cooking: Wood-fired stone/Adobe Oven and Stone/Brick Oven combination
Extraction: Hand Crushed and Roller Mill combination
Fermentation: Wood tanks/pipones and stainless steel tanks; Open air spontaneous (wild) fermentation; Fermentation with and without fibers
Still: Copper Pot and Stainless Steel Pot combination
ABV: 42%

Grover’s Take: I really enjoyed this one because of the complexity brought on by the mixing of two different production processes. Aroma has smoke, citrus, caramelized agave (which comes off like a vanilla hint), earth, and vegetal notes. Flavor has a lot of cinnamon, and olive/brine. Mouthfeel is super thick and chewy.

I wish the price tag was lower, though (and the panel members agreed). I would love it to be more affordable so it could be accessible to more people. I think more people need to try this because it brings something unique to the tequila community.

I scored this a 90 on Agave Matchmaker, and would recommend it to anyone.

 

Nobleza 33 Blanco

Avg Score: 88.25
Price: $60
Value Rank: #5

This tahona-based tequila demonstrated a strong balance between brightness and savory complexity, and the panel response reflected a generally positive and engaged reaction.

Panelists frequently pointed to its layered character, with a mix of fruit, herbal, and slightly funky notes that evolved over time. While a few tasters noted unusual elements such as lactic or “offbeat” aromas, these were often framed as part of its appeal rather than a drawback.

Scores were relatively high across the board, suggesting that even with its distinctive traits, it remained accessible enough to resonate with a wide range of palates.

Distillery: NOM 1579

Cooking: Stone/Brick Ovens
Extraction: Tahona
Fermentation: Stainless Steel tanks, open air, with and without fibers
Still: Copper Pot
ABV: 40%

Grover’s Take: For many people, just the fact that this tequila is coming from the beloved El Pandillo distillery makes this a winner without even tasting it. That’s why I was so interested in seeing how it would do in a blind tasting.

It’s also a bit different than the typical “El Pandillo profile” that I am familiar with. This one has some lactic funk and pronounced citrus on the aroma, with some butter and olive too. There’s a licorice and anise component to the flavor and finish.

I am admiring the fermentation work that went into the creation of all these aromas and flavors. It’s a great example of what tequila tastes like when you let nature do it’s thing. Very cool.

Rimari Blanco

Avg Score: 89.125
Price: $50
Value Rank: #2

The highest scoring tequila in the group combined a familiar structural foundation with enough distinctive character to stand out, creating one of the most consistently well-received profiles in the tasting.

Panelists frequently described it as balanced, expressive, and cohesive from nose through finish, with a strong agave presence supported by citrus, herbal, and mineral notes. While some noted unique elements, including savory or lightly smoky nuances, these were generally integrated in a way that enhanced rather than challenged the overall experience.

Scores clustered tightly at the higher end, indicating broad agreement among the panel and reinforcing a key theme of the tasting: when a tequila balances familiarity with just enough individuality, it tends to resonate most consistently.

Distillery: NOM 1414

Cooking: Stone/Brick Ovens
Extraction: Roller Mill
Fermentation: Stainless Steel tanks, open air, without fibers, Sake yeast
Still: Copper Pot
ABV: 40%

Grover’s Take: The aroma on this is, for me, almost entirely black pepper, and I know this is a popular flavor component in tequilas these days. Because of that, I’m not surprised it did as well as it did. The flavor has cooked agave, peppermint, grass, and a little olive coming through on the finish.

A thick mouthfeel, yet not overly complex. It’s an easy sipper, and a product I think that all levels of tequila drinkers can enjoy.

 

 

 

What Does This All Mean?

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