Some tequila brands are built around marketing. Others are built around mass production. Azulejos Artisan Tequila was built around craftsmanship.
As Sugarlands Distilling Company continues to expand its house of brands into new categories, it has remained focused on partnering with spirits that bring authenticity, character and a clear point of view. Azulejos Artisan Tequila represents exactly that, a boutique tequila brand rooted in heritage, artistry and a relentless commitment to doing things the right way.
Founded more than 30 years ago by Pedro Quintanilla and Alfredo Miguel, Azulejos was created at a time when tequila quality standards were still evolving. Long before premium tequila became fashionable, Quintanilla believed the category could be elevated through finding the best agaves, a slower, time-tested production process and a deep respect for tradition.
At the time Azulejos was founded, less than one percent of tequila was made from 100% Blue Weber agave. Today, that number is over 40 percent, a shift that reflects just how forward-thinking the brand’s original philosophy truly was.
“My father believed tequila should be treated like a craft, not a commodity,” said Chris Quintanilla, now CEO of Azul Imports and steward of the family legacy alongside his mother, Linda Quintanilla. “He set out to prove tequila could be both authentic and exceptional, and that philosophy still guides everything we do.”
Azulejos remains committed to that original vision today. Each expression is made using just three ingredients: agave, water and yeast. No shortcuts. No additives. Just time, patience and process.
That dedication to craft extends beyond what’s inside the bottle.
Azulejos has also become known for what surrounds the tequila itself: distinctive ceramic bottles inspired by traditional Mexican tilework. Each bottle is hand-painted by a team of female artisans, transforming every release into a functional piece of art. For many collectors, discovering Azulejos means not only finding a new favorite tequila but also a bottle worth displaying long after the last pour.
For the Quintanilla family, that artistic approach is intentional.
“Tequila making is an art,” Chris Quintanilla said. “We wanted the outside of the bottle to reflect the same level of craftsmanship as what’s inside. Every bottle tells a story.”
That philosophy of treating spirits as both product and storytelling vehicle is one of the reasons Azulejos found a natural fit with Sugarlands Distilling Company.
Like Azulejos, Sugarlands is a family-owned company that has built its reputation by doing things differently. From its roots in Gatlinburg to its evolution into a nationally recognized house of brands, Sugarlands has consistently combined authenticity with innovation. The company’s entrepreneurial approach to scaling distinctive spirits brands was also appealing to the Azulejos team.
Quintanilla’s familiarity with Sugarlands began during his time as Chief Revenue Officer at Mexcor, where he had a front-row seat to the company’s growth and brand-building strategy. When he later returned to Azul Imports and began evaluating potential growth partners, Sugarlands quickly rose to the top of the list.
“I really identify with the way Sugarlands operates,” he said. “They are unapologetically authentic. They’re creative, they move fast and they know how to take a great product and supercharge it from a sales and marketing perspective.”
The partnership also revealed unexpected similarities between the two companies’ production philosophies.
While tequila and moonshine come from different traditions, the foundation of Azulejos Blanco tequila shares surprising similarities with traditional unaged spirits like Jim Tom’s Unaged Rye, produced by Sugarlands. Both begin as clear, expressive spirits that showcase the purity of their base ingredients before barrel aging adds additional character. Azulejos’ Reposado and Añejo similarly build on the pure expression of Blanco through barrel aging, much like Jim Tom’s Unaged Rye evolved with time and oak into Roaming Man, Sugarlands’ award-winning Tennessee Rye Whiskey.
Azulejos has even incorporated the Volunteer State into its own process, aging select expressions in Tennessee whiskey barrels, creating another natural connection point with Sugarlands.
Together, the companies see an opportunity to expand Azulejos’ reach while preserving what makes it special.
Azulejos is currently available in select U.S. markets, but the partnership with Sugarlands is designed to help take the boutique brand nationwide while maintaining its identity and craftsmanship. Beginning soon, Sugarlands will begin selling Azulejos at its Gatlinburg distillery, giving visitors access to the brand for the first time on site.
For Sugarlands President and Founder Ned Vickers, the addition of Azulejos reflects the company’s long-term vision of building a diverse portfolio of distinctive spirits.
“We look for brands with real stories and real substance,” Vickers said. “Azulejos has both. Our role is to help more people discover it while protecting everything that makes it unique.”
For Quintanilla, the partnership represents something equally important: finding a growth partner that understands the responsibility of carrying forward a family legacy.
“This isn’t just a tequila brand to us,” he said. “It’s our family’s life’s work. Partnering with Sugarlands allows us to grow while staying true to who we are.”
Like Sugarlands, Azulejos was built on the belief that craftsmanship still matters.
Together, they’re expanding a family legacy while making sure the story behind every bottle reaches more people than ever before.
