Award-Winning Breckenridge Distillery Makes Bold Entry into Tequila with Launch of Casa Breck
Tilray Brands' (NASDAQ: TLRY) Breckenridge Distillery has launched Casa Breck Tequila, marking its strategic entry into the tequila market. The new product line debuts with two varieties: Casa Breck Blanco (SRP: $32.99-$34.99) and Casa Breck Reposado (SRP: $37.99-$39.99).
The tequila is crafted in Jalisco, Mexico, using hand-harvested blue agave and features a unique aging process where the Reposado variant matures in Breckenridge Bourbon Whiskey barrels. The product represents a fusion between Mexican tequila-making traditions and the distillery's Rocky Mountain heritage.
Casa Breck Blanco features notes of cooked agave, vanilla, honey, and lemongrass, while the Reposado offers flavors of cooked agave, vanilla, caramel, oak, and black pepper.
Breckenridge Distillery di Tilray Brands (NASDAQ: TLRY) ha lanciato Casa Breck Tequila, segnando il suo ingresso strategico nel mercato della tequila. La nuova linea di prodotti debutta con due varianti: Casa Breck Blanco (prezzo consigliato: 32,99-34,99 $) e Casa Breck Reposado (prezzo consigliato: 37,99-39,99 $).
La tequila è prodotta a Jalisco, Messico, utilizzando agave blu raccolta a mano e presenta un processo di invecchiamento unico, in cui la variante Reposado matura in botti di Bourbon Whiskey Breckenridge. Il prodotto rappresenta una fusione tra le tradizioni messicane nella produzione di tequila e l’eredità della distilleria nelle Montagne Rocciose.
Casa Breck Blanco offre note di agave cotta, vaniglia, miele e citronella, mentre il Reposado presenta sapori di agave cotta, vaniglia, caramello, quercia e pepe nero.
Breckenridge Distillery de Tilray Brands (NASDAQ: TLRY) ha lanzado Casa Breck Tequila, marcando su entrada estratégica en el mercado de tequila. La nueva línea de productos debuta con dos variedades: Casa Breck Blanco (precio sugerido: 32,99-34,99 $) y Casa Breck Reposado (precio sugerido: 37,99-39,99 $).
El tequila se elabora en Jalisco, México, utilizando agave azul cosechado a mano y presenta un proceso de añejamiento único, donde la variante Reposado madura en barriles de Bourbon Whiskey Breckenridge. El producto representa una fusión entre las tradiciones mexicanas de elaboración de tequila y la herencia de la destilería en las Montañas Rocosas.
Casa Breck Blanco presenta notas de agave cocido, vainilla, miel y hierba de limón, mientras que el Reposado ofrece sabores de agave cocido, vainilla, caramelo, roble y pimienta negra.
Tilray Brands(NASDAQ: TLRY)의 Breckenridge Distillery가 Casa Breck Tequila를 출시하며 데킬라 시장에 전략적으로 진출했습니다. 새로운 제품 라인은 Casa Breck Blanco(권장소비자가: $32.99-$34.99)와 Casa Breck Reposado(권장소비자가: $37.99-$39.99) 두 가지 종류로 선보입니다.
이 데킬라는 멕시코 할리스코에서 손으로 수확한 블루 아가베를 사용해 제조되며, Reposado 버전은 Breckenridge 버번 위스키 통에서 숙성되는 독특한 숙성 과정을 거칩니다. 이 제품은 멕시코 데킬라 제조 전통과 로키산맥 증류소의 유산이 결합된 결과입니다.
Casa Breck Blanco는 익힌 아가베, 바닐라, 꿀, 레몬그라스의 향을 지니고 있으며, Reposado는 익힌 아가베, 바닐라, 캐러멜, 오크, 흑후추의 맛을 제공합니다.
Breckenridge Distillery de Tilray Brands (NASDAQ : TLRY) a lancé Casa Breck Tequila, marquant ainsi son entrée stratégique sur le marché de la tequila. La nouvelle gamme de produits débute avec deux variantes : Casa Breck Blanco (prix conseillé : 32,99 $ - 34,99 $) et Casa Breck Reposado (prix conseillé : 37,99 $ - 39,99 $).
La tequila est élaborée à Jalisco, Mexique, à partir d’agave bleu récolté à la main, et présente un processus de vieillissement unique où la variante Reposado vieillit dans des fûts de Bourbon Whiskey Breckenridge. Ce produit représente une fusion entre les traditions mexicaines de fabrication de tequila et l’héritage de la distillerie des Montagnes Rocheuses.
Casa Breck Blanco offre des notes d’agave cuit, de vanille, de miel et de citronnelle, tandis que le Reposado propose des saveurs d’agave cuit, de vanille, de caramel, de chêne et de poivre noir.
Tilray Brands’ (NASDAQ: TLRY) Breckenridge Distillery hat Casa Breck Tequila auf den Markt gebracht und damit seinen strategischen Einstieg in den Tequila-Markt vollzogen. Die neue Produktlinie startet mit zwei Varianten: Casa Breck Blanco (UVP: 32,99-34,99 $) und Casa Breck Reposado (UVP: 37,99-39,99 $).
Der Tequila wird in Jalisco, Mexiko hergestellt, wobei handgeernteter blauer Agave verwendet wird. Ein einzigartiger Reifeprozess zeichnet sich dadurch aus, dass die Reposado-Variante in Fässern des Breckenridge Bourbon Whiskeys lagert. Das Produkt stellt eine Verschmelzung der mexikanischen Tequila-Tradition mit dem Erbe der Brennerei aus den Rocky Mountains dar.
Casa Breck Blanco bietet Aromen von gekochter Agave, Vanille, Honig und Zitronengras, während der Reposado Geschmacksnoten von gekochter Agave, Vanille, Karamell, Eiche und schwarzem Pfeffer aufweist.
- None.
- Enters highly competitive tequila market with established players
- Initial launch limited to only two variants (Blanco and Reposado)
Insights
Tilray expands into premium tequila through Breckenridge Distillery, targeting cross-category growth in the spirits market.
Tilray's strategic diversification continues with Breckenridge Distillery's entry into the premium tequila market through its new Casa Breck line. This launch represents a calculated category expansion beyond Breckenridge's established whiskey portfolio and further strengthens Tilray's beverage alcohol division.
The pricing strategy (
What's particularly noteworthy is the cross-pollination of production techniques, with Breckenridge Bourbon barrels being used to age the Reposado variant. This creates product differentiation while leveraging existing production assets and expertise. The technique also establishes a compelling brand narrative connecting their established whiskey heritage with this new offering.
For Tilray, this expansion demonstrates execution on their previously announced strategy to grow their beverage alcohol portfolio alongside cannabis operations. The tequila category has shown remarkable resilience and growth, outperforming many other spirits segments in recent years. By entering this category, Tilray potentially gains exposure to one of the alcohol industry's growth drivers while diversifying revenue streams beyond cannabis.
The timing around International Tequila Day shows marketing savvy, maximizing publicity potential for the launch. However, success will ultimately depend on distribution execution and consumer acceptance in an increasingly crowded premium tequila landscape.
Breckenridge Distillery Unveils Casa Breck: An Artisanal Tequila inspired by the rich traditions of Jalisco and the adventurous spirit of the Rockies
BRECKENRIDGE, Colo., July 24, 2025 (GLOBE NEWSWIRE) -- Breckenridge Distillery, an award-winning craft distillery and spirits brand by Tilray Brands, Inc. (NASDAQ: TLRY and TSX: TLRY), proudly celebrates International Tequila Day with the launch of Casa Breck Tequila - a bold leap into a new spirits category. Crafted with reverence for tradition and inspired by cross-cultural storytelling, Casa Breck represents a striking fusion of the Rocky Mountains’ rugged spirit and the vibrant heart of Jalisco, Mexico.
Photo Courtesy: Breckenridge Distillery
Casa Breck Blanco and Casa Breck Reposado are the first offerings in this new line, each one a tribute to the time-honored craftsmanship of Mexican tequila-making. Using hand-harvested blue agave nurtured in the mineral-rich soil of Jalisco and fermented with care and precision, Casa Breck delivers an authentic tequila experience steeped in heritage and elevated by Breckenridge Distillery’s commitment to quality.
Casa Breck Reposado Tequila is where tradition meets innovation. Our journey began with a bold vision to bring the spirit of Breckenridge to the heart of Jalisco, and that vision is aging beautifully—literally. Breckenridge Bourbon Whiskey barrels are in Mexico, where they are nurturing our Reposado, Añejo, and Extra Añejo tequilas. This marks a new chapter in our story—one where the soul of the Rockies infuses every drop of our tequila with character, complexity, and a sense of place.
"Casa Breck was born from our desire to honor tradition while exploring new frontiers in flavor," said Bryan Nolt, founder of Breckenridge Distillery. "Just as our bourbon reflects the soul of the Rockies, Casa Breck channels the sun-drenched hills of Jalisco and the hands of the jimadors who bring this spirit to life. We’re excited to share a tequila that feels both rooted and revelatory."
Casa Breck Blanco opens with rich cooked agave and vanilla, unfolding into delicate honey and lemongrass, and finishing with a creamy, refined elegance that honors tradition and place. Casa Breck Reposado opens with cooked agave and creamy vanilla, finishing with light caramel and oak, and a touch of subtle black pepper spice.
With a suggested retail price of
Crafted with Tradition. Inspired by Culture. That’s the soul of Casa Breck—a new chapter for Breckenridge Distillery, and a spirited invitation to explore tequila through a new lens.
To learn more about Casa Breck or to make a purchase, visit www.casabreck.com. Follow Casa Breck on Instagram @casabreck. Age 21+. Always enjoy responsibly.
About Casa Breck
Created in 2025, Casa Breck is the first tequila line from the award-winning Breckenridge Distillery, blending the soul of the Rocky Mountains with the rich heritage of Jalisco, Mexico. Offering premium Blanco and Reposado expressions, Casa Breck is crafted using hand-harvested blue agave and traditional Mexican techniques to deliver a spirit that is both rooted in authenticity and elevated in artistry. Every bottle tells a story—of sun-soaked agave fields, the legacy of jimadors, and a deep reverence for culture and craftsmanship. Casa Breck is tequila reimagined, where mountain spirit meets Mexican soul.
About Breckenridge Distillery
Founded in Colorado in 2008, Breckenridge Distillery is the “World’s Highest Distillery,” and is best known for its award-winning blended bourbon whiskey, a high-rye mash American-style whiskey.
One of the most highly awarded distilleries in the U.S., the Breckenridge Distillery is proudly a 3x Icons of Whisky and 10x winner of Best American Blended winner at the World Whiskies Awards by Whisky Magazine and a 4x winner of Colorado Distillery of the Year by the New York International Spirits Competition. Most recently, Breckenridge Port Cask Finish was named World’s Best Finished Bourbon at the 2024 World Whiskies Awards, joining Breckenridge High Proof, named World’s Best Blended Whiskey and Breckenridge Gin, named World’s Best Compound Gin at the World Gin Awards by Gin Magazine. Breckenridge spirits have been awarded 6 Double Golds at the San Francisco World Spirits Competition.
The Breckenridge Distillery is more than award-winning spirits, offering an immersive guest experience. Named as one of the country’s Top Visitor Attractions by Whisky Magazine, guests can dine at their award-winning restaurant, enjoy show-stopping cocktails, learn about their highly awarded spirits with an in-depth tasting, and get an inside look at their active production facility. New to the distillery, guests have the opportunity to blend their own whiskey as they learn the inner workings of whiskey production.
Breckenridge Distillery is a subsidiary of Tilray Brands, Inc. (NASDAQ: TLRY and TSX: TLRY), a leading global cannabis-lifestyle and consumer packaged goods company inspiring and empowering the worldwide community to live their very best life.
To learn more about Breckenridge Distillery, visit www.breckenridgedistillery.com. Keep up with Breckenridge Distillery on Instagram by following @breckdistillery and become a fan at facebook.com/BreckDistillery.
For more information about Tilray Brands, visit www.tilray.com and follow @tilray on Instagram, Twitter, Facebook, and LinkedIn.
Forward-Looking Statements
Certain statements in this communication that are not historical facts constitute forward-looking information or forward-looking statements (together, “forward-looking statements”) under Canadian and U.S. securities laws and within the meaning of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended, that are intended to be subject to the “safe harbor” created by those sections and other applicable laws. Forward-looking statements can be identified by words such as “forecast,” “future,” “should,” “could,” “enable,” “potential,” “contemplate,” “believe,” “anticipate,” “estimate,” “plan,” “expect,” “intend,” “may,” “project,” “will,” “would” and the negative of these terms or similar expressions, although not all forward-looking statements contain these identifying words. Certain material factors, estimates, goals, projections, or assumptions were used in drawing the conclusions contained in the forward-looking statements throughout this communication. Forward-looking statements include statements regarding our intentions, beliefs, projections, outlook, analyses, or current expectations. Many factors could cause actual results, performance, or achievement to be materially different from any forward-looking statements, and other risks and uncertainties not presently known to the Company or that the Company deems immaterial could also cause actual results or events to differ materially from those expressed in the forward-looking statements contained herein. For a more detailed discussion of these risks and other factors, see the most recently filed annual information form of Tilray and the Annual Report on Form 10-K (and other periodic reports filed with the SEC) of Tilray made with the SEC and available on EDGAR. The forward-looking statements included in this communication are made as of the date of this communication and the Company does not undertake any obligation to publicly update such forward-looking statements to reflect new information, subsequent events, or otherwise unless required by applicable securities laws.
For further information, please contact
Media: news@tilray.com
Investors: investors@tilray.com
A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/b945a1e9-5a1b-4ad0-a67d-6aed4ed2f2bd
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