El Mayor Tequila rolls out 375mL sizes of its core expressions

Rhea-AI Summary

El Mayor Tequila (MGPI) is launching new 375mL sizes of its Blanco and Reposado expressions beginning March 2026, with a minimum suggested retail price of $14.99.

The brand also introduced a spring Cocktail Courier kit priced at $89.99 featuring a 375mL Reposado and ingredients for two cocktails. El Mayor highlights production at Destiladora Gonzalez Lux and recent 2025 award wins.

Key Figures

375mL Blanco/Reposado price: $14.99 Cocktail kit price: $89.99 New bottle size: 375mL +4 more

7 metrics

375mL Blanco/Reposado price $14.99 Minimum suggested retail price for new 375mL Blanco and Reposado sizes

Cocktail kit price $89.99 Price of Cocktail Courier kit featuring 375mL El Mayor Reposado

New bottle size 375mL Smaller format for El Mayor Blanco and Reposado expressions

Large bottle size 1.75L Previously introduced larger El Mayor tequila format

Reposado aging Minimum nine months Time El Mayor Reposado rests in American white oak barrels

Agave content 100% Blue Weber Agave Estate-grown agave used for El Mayor Tequila production

Top 10 recognition Top 10 Reposado ranked among top 10 tequilas at 2025 IWSC

Market Reality Check

Price: $17.28 Vol: Volume 271,776 is below t...

low vol

$17.28 Last Close

Volume Volume 271,776 is below the 20-day average of 405,658 (relative volume 0.67). low

Technical Shares at $17.40below the 200-day MA of $26.15 and are 50.26% under the 52-week high, hovering just 0.58% above the 52-week low.

Peers on Argus

MGPI was down 2.74% while peers were mixed: SNDL (-5.88%), CASK (+11.11%), STKL ...

1 Down

MGPI was down 2.74% while peers were mixed: SNDL (-5.88%), CASK (+11.11%), STKL (-0.15%), SBEV (-16.54%), WVVIP (-0.33%). Only SBEV appeared on the momentum scanner (down), suggesting stock-specific dynamics rather than a coordinated sector move.

Historical Context

5 past events · Latest: Mar 10 (Positive)

Pattern 5 events

Date	Event	Sentiment	Move	Catalyst
Mar 10	Whiskey launch	Positive	-0.4%	Launch of limited Master Distiller Experimental Series No. 2 wheat whiskey.
Feb 25	Earnings results	Negative	-21.2%	Full-year 2025 sales and EBITDA declines with significant impairment and net loss.
Feb 25	Dividend declaration	Neutral	-21.2%	Routine $0.12 quarterly dividend alongside broader earnings-related share move.
Feb 24	Bourbon release	Positive	+1.9%	Nationwide launch of Yellowstone Recollection Bourbon in premium decanter format.
Feb 17	Promotional release	Positive	-0.2%	Rebel Bourbon single-barrel release tied to Kyle Busch and racing promotions.

Pattern Detected

Product and brand launches often saw flat to slightly negative reactions, while clearly negative financial results triggered a sharp selloff. Neutral items like routine dividends coincided with that same earnings-driven drop, indicating fundamentals have dominated trading over brand news.

Recent Company History

Over the last month, MGPI has focused on branded spirits innovation, launching limited bourbons and a Rebel single barrel while now expanding El Mayor Tequila formats and cocktail partnerships. Despite these product wins, the stock reacted sharply to weak FY 2025 results, with sales down 24%, adjusted EBITDA down 41%, and a large impairment leading to a net loss. Today’s packaging/format news continues the brand-building theme against a backdrop of recent fundamental pressure.

Market Pulse Summary

This announcement highlights MGPI’s continued push in branded spirits, adding 375mL El Mayor Blanco ...

Analysis

This announcement highlights MGPI’s continued push in branded spirits, adding 375mL El Mayor Blanco and Reposado formats at $14.99 and an $89.99 cocktail kit to tap different usage occasions. It follows a series of bourbon launches but comes after FY 2025 results showed weaker sales and EBITDA. Investors may watch how these format extensions and award recognition for El Mayor translate into branded growth against a stock trading well below its 52-week high.

AI-generated analysis. Not financial advice.

The award-winning tequila also will offer a Cocktail Courier springtime kit featuring its 375mL Reposado

ST. LOUIS, March 17, 2026 /PRNewswire/ -- El Mayor Tequila – the celebrated premium tequila from the Gonzalez family – is offering new 375mL sizes of its award-winning Blanco and Reposado expressions to better meet consumers' usage needs and preferences. Beginning this month, the 375mL sizes of El Mayor Blanco and El Mayor Reposado will be available at a minimum suggested retail price of $14.99. To usher in springtime cocktail season, El Mayor and Cocktail Courier also are introducing a $89.99 cocktail kit which features a 375mL bottle of El Mayor Reposado along with ingredients for a Tequila Sunrise Spritz and Paloma Fresca.

"We know people want great tequila that fits their lifestyle and their budget," said El Mayor Brand Manager Kayleigh Longo. "Offering a smaller size like our 375mL makes it easier to discover something new, whether you're attending a party or mixing a simple cocktail at home. After introducing our 1.75L last year, we're excited to deliver more ways to enjoy El Mayor, no matter the time or place." 

Distilled and produced at Destiladora Gonzalez Lux in Arandas, Mexico, El Mayor Tequila is made with 100% estate-grown Blue Weber Agave from the valley and highlands area of Jalisco, Mexico. El Mayor Tequila Blanco is an unaged, crystal clear tequila that offers a crisp, light body, with a hint of floral and pepper. El Mayor Tequila Reposado is a bright, golden tequila that was rested in American white oak barrels for a minimum of nine months and delivers hints of fruit flavors with vanilla and spice.

El Mayor Tequila Blanco earned gold medals at the 2025 ASCOT awards, the 2025 San Francisco World Spirits Competition and the 2025 SIP awards; and El Mayor Tequila Reposado was awarded a gold medal at the 2025 ASCOT awards and a platinum medal at the 2025 SIP awards. In addition, El Mayor Tequila Reposado was recognized as one of the top 10 tequilas in the world at the 2025 International Wines and Spirits Competition (IWSC).

For recipes and more information about El Mayor Tequila, or to find a retailer, visit elmayor.com and follow @elmayortequila on Facebook, Instagram and TikTok.

About El Mayor Tequila
Distilled and produced at Destiladora Gonzalez Lux in Arandas, Mexico, award-winning premium El Mayor Tequila is made with 100% estate-grown Blue Weber Agave from the valley area of Jalisco, Mexico. Led by fourth-generation Master Distiller Graciela Gonzalez, the El Mayor Tequila portfolio is crafted with the tradition, methodology and passion of the Gonzalez family's more than 150-year heritage and includes Blanco, Reposado, Rosado Reposado, Añejo, Extra Añejo, Cristalino and Café. Our expressions have earned prestigious industry acclaim including a platinum medal and Consumer's Choice Award at the 2025 SIP Awards, a gold medal at the 2025 ASCOT Awards and recognition as one of the top 10 tequilas in the world at the 2025 International Wines and Spirits Competition for El Mayor Reposado. To learn more, visit ElMayor.com and follow on Facebook, Instagram and TikTok. 

About Luxco
Founded in St. Louis in 1958 by the Lux family, Luxco is a leading producer, supplier, importer and bottler of beverage alcohol products with a mission to meet the needs and exceed the expectations of consumers, associates and business partners. Luxco operates as MGP Ingredients Inc. (Nasdaq: MGPI) Branded Spirits division since its acquisition in 2021. The company's extensive and award-winning premium portfolio includes brands from four distilleries: Ross & Squibb Distillery in Lawrenceburg, Indiana, where Penelope and Remus bourbon are produced; Bardstown, Kentucky-based Lux Row Distillers, home of Rebel, Ezra Brooks, and Blood Oath bourbons; Lebanon, Kentucky-based Limestone Branch Distillery, maker of Yellowstone Bourbon; and Arandas, Mexico-based Destiladora Gonzalez Lux, producer of 100% agave tequilas including Cortada, El Mayor, Escasa and Exotico. For more information, visit Luxco.com.

CONTACT:
Patrick Barry, BYRNE PR
314-540-3865
patrick@byrnepr.net

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SOURCE El Mayor Tequila

FAQ

What new products did El Mayor Tequila (MGPI) announce on March 17, 2026?

El Mayor announced new 375mL bottles of its Blanco and Reposado expressions, priced at a minimum of $14.99. According to El Mayor, the smaller format is aimed at consumer convenience and discovery ahead of spring cocktail season.

How much does the El Mayor x Cocktail Courier 375mL cocktail kit cost, and what does it include?

The spring cocktail kit is offered at $89.99 and includes a 375mL bottle of El Mayor Reposado plus ingredients for a Tequila Sunrise Spritz and Paloma Fresca. According to El Mayor, the kit is timed for springtime cocktail occasions.

What awards has El Mayor Tequila highlighted in the March 2026 announcement?

El Mayor Blanco and Reposado earned multiple 2025 awards, including gold and platinum medals at ASCOT, SF World Spirits, SIP, and IWSC recognition. According to El Mayor, these awards underscore the brand's quality and industry recognition.

Where is El Mayor Tequila produced and what are its agave sourcing details mentioned March 17, 2026?

El Mayor is distilled at Destiladora Gonzalez Lux in Arandas, Mexico, using 100% estate-grown Blue Weber Agave from Jalisco valley and highlands. According to El Mayor, this estate sourcing supports consistent flavor across expressions.

How long was El Mayor Reposado aged and how is that described in the March 2026 release?

El Mayor Reposado was rested in American white oak barrels for a minimum of nine months, producing fruit, vanilla and spice notes. According to El Mayor, the nine-month rest delivers its bright, golden character and flavor profile.