Family-owned brands align as Sugarlands expands its house of brands
GATLINBURG, Tenn. – (March 3, 2026) – Sugarlands Distilling Company today announced a strategic partnership with Azul Imports, a family-owned portfolio of ultra-premium tequilas founded more than 30 years ago in Mexico. The partnership marks Sugarlands’ official expansion into the tequila category as it continues to grow its award-winning house of brands.
Through the partnership, Sugarlands will support the growth and national expansion of Azulejos Artisan Tequila, the flagship brand of Azul Imports. Known for its 100% Blue Weber agave tequila and distinctive, hand-crafted ceramic bottles, Azulejos has built a reputation for connecting tequila, art and Mexican heritage. Sugarlands will leverage its established distributor relationships and brand-building capabilities while allowing Azul Imports to remain independently owned and guided by its family leadership. Azul Imports remains family-owned and is led by late founder Pedro Quintanilla’s wife, Linda Quintanilla, and son, Chris Quintanilla, who continue to uphold the brand’s founding principles of authenticity, artistry and community investment.
“This company is more than just a business to our family; it reflects decades of hard work, sacrifice and passion,” said Linda Quintanilla, Azul Imports owner. “After Pedro passed, it was incredibly important to me that our legacy continue in a way that honored everything he and Alfredo built. Knowing Chris is leading the company, alongside partners like Sugarlands who respect our values, gives me tremendous pride and confidence in the future.”
Chris Quintanilla, who now leads Azul Imports as CEO, said the partnership represents the next chapter in that legacy.
“For our family, producing tequila has always been about honoring Mexico, its people, its artistry and its traditions,” said Chris Quintanilla, CEO of Azul Imports. “As we look to the future, we are excited to partner with a team that is deeply respected in the industry and brings best-in-class marketing and a passionate sales organization. Most importantly, Sugarlands understands how to tell our story authentically, honoring the legacy my father built while helping introduce our tequilas to new audiences across the country.”
Founded by best friends Pedro Quintanilla and Alfredo Miguel, Azulejos was created with a vision that extended beyond making exceptional tequila. From the beginning, the founders set out to share the heritage, culture and beauty of Mexico with the world, through both the liquid inside the bottle and the craftsmanship that surrounds it.
Using centuries-old traditional tequila-making methods, Azul Imports harvests only the finest Blue Weber agaves from the fields of Jalisco, Mexico, working closely with a master distiller to create a tequila that highlights the true character of the agave. Azulejos was among the early pioneers in producing 100% Blue Weber agave ultra-premium tequila and has earned widespread industry recognition, including multiple Double Gold medals at the WSWA and San Francisco World Spirits Competitions.
Each bottle is individually hand-crafted and hand-painted by a dedicated team of all-female Mexican artisans in a village in Central Mexico. Inspired by the iconic azulejo tiles that have adorned Mexico’s most elegant homes and haciendas for more than 500 years, the bottles reflect a tradition reimagined through contemporary design. Every release is part of a curated collection, transforming each bottle into a functional piece of art.
The Azulejos portfolio includes several signature collections, each rooted in culture and storytelling. The Classic and Talavera collections celebrate traditional Mexican design, while Skelly honors Día de los Muertos. The Masterpiece collection pays tribute to legendary artists such as Picasso. Trophy Head reflects the brand’s bold spirit, and Gran Alambique, the most premium collection, is a tribute to founder Pedro Quintanilla and the copper pot stills used in production. Pedro personally handcrafted the first Alambique bottle, establishing a legacy that continues today.
“This partnership is rooted in shared values,” said Ned Vickers, founder and president of Sugarlands Distilling Company. “Azul Imports is a family-owned brand with a powerful story, a deep respect for tradition and an uncompromising approach to quality. Our role is to support that foundation, while bringing our distribution network and marketing expertise to help the brand grow nationally, while preserving everything that makes it special.”
The Azul Imports partnership marks Sugarlands’ entry into the tequila category and is the company’s second major strategic move in recent weeks, following the national rollout of Broken Antler Flavored Whiskey. Together, the initiatives reflect Sugarlands’ continued evolution into a diversified, multi-category house of brands.
About Azul Imports
Founded more than 30 years ago, Azul Imports is a family-owned portfolio of ultra-premium tequila crafted in Jalisco, Mexico. Its flagship brand, Azulejos Tequila, is known for its 100% Blue Weber agave tequila and hand-crafted ceramic bottles inspired by the azulejo tile tradition. Each bottle is individually made and hand-painted by Mexican artisans, transforming every release into a collectible work of art. The Azulejos portfolio includes several signature collections, including Classic, Talavera, Skelly, Masterpiece, Trophy Head and Gran Alambique, each rooted in Mexican culture, artistry and storytelling. The company’s mission is to connect tequila, art and Mexican heritage while honoring traditional craftsmanship and supporting local communities.
For more information, visit www.AzulejosTequila.com and follow Azulejos on Facebook @tequilaazulejos and Instagram @tequila.azulejos.
About Sugarlands Distilling Co.
Sugarlands Distilling Company is a family-owned craft distillery located in Gatlinburg, Tennessee. Since opening its doors in 2014, Sugarlands has grown into a house of award-winning brands, including Sugarlands Shine, Sugarlands Sippin’ Cream, High Rock Vodka, Roaming Man Whiskey and Broken Antler Flavored Whiskey. The company also partners with Azulejos Tequila, a family-owned ultra-premium tequila brand, to support national growth and distribution.
Launched in 2022 in collaboration with Dale Earnhardt Jr. and his wife, Amy Earnhardt, High Rock Vodka is distilled seven times and then triple-filtered using the Lincoln County Process. Made famous by Tennessee whiskeys, the Lincoln County Process uses sugar maple charcoal to smooth and mellow the finish.
Roaming Man has received widespread industry acclaim, earning four Double Gold medals at the prestigious San Francisco World Spirits Competition over the past five years (2021, 2023, and two in 2025), and being named Best Whiskey in the 2019 American Craft Spirits Association Awards.
Sugarlands’ vibrant Gatlinburg Distillery has been voted the top craft spirits distillery tasting room in America by USA TODAY 10Best for three consecutive years (2023-2025). It welcomes over one million visitors each year. A proud community supporter, Sugarlands Distilling Company has donated nearly $1 million to nonprofits nationwide through their giveback program, MoonShare.
For more information, please visit www.sugarlands.com and follow Sugarlands on Facebook, Instagram and Twitter @SugarlandsShine.
Media Contacts:
Sammy Eanes
Sugarlands Distilling Co.
[email protected]
540-525-0864
