Marcado 28 widens U.S. distribution as additive-free tequila gains momentum

Marcado 28 says it has expanded into 14 U.S. markets since its October 2024 launch, adding major retail and hospitality accounts as it leans into additive-free positioning and grassroots marketing. The brand also plans a new Añejo expression later this year, with pre-sales already in place at ABC stores.

Why it matters: - Marcado 28 is trying to grow in a crowded tequila market by pairing premium, additive-free positioning with market-by-market expansion. - The brand’s approach reflects a broader consumer shift toward transparency, craftsmanship and lower-volume, higher-quality drinking. - Stronger retail sell-through and hospitality placement can help a newer spirits brand build staying power without chasing national distribution too early.

What happened: - Marcado 28 said it has expanded into 14 U.S. markets since launching in October 2024. - The brand is now sold in CA, CO, CT, FL, IL, LA, MD, MO, NE, NY, OK, SC, TX and Washington, D.C. - Distribution includes ABC Fine Wine & Spirits, Total Wine & More, Dierbergs, Applejack, Federal Grill and OTO Development-affiliated venues. - Phil Hurst, founder and CEO of PLH Wine & Spirits, said the brand is on track to double sales in 2026 and more than double again in 2027. - Howard Jackowitz, president and co-founder of Spirits That Rock, said the brand is benefiting from a consumer shift toward drinking less but drinking better.

The details: - Marcado 28 is a 100% additive-free tequila built around the legendary recipe of a 10th-generation tequila-making family. - The brand was finished in collaboration with chef Michael Voltaggio. - Marcado 28 Blanco and Reposado are made from three all-natural ingredients: water, 100% blue Weber agave from the Tequila Valleys of Jalisco, Mexico, and yeast. - The production process includes slow-roasting agave. - Marcado 28 Reposado ages for eight months in American oak barrels. - Wine Enthusiast gave the Blanco 94 points and a $50 suggested price, and gave the Reposado 93 points and a $60 suggested price. - The brand has used in-store tastings, bottle signings, meet-the-maker visits and consumer activations led by local brand ambassadors. - Master Tequilero Bruno Barba said people already recognizing the brand in accounts signals meaningful momentum. - Barba has built a social following of more than 100,000 followers, which the brand says is helping drive organic awareness. - Marcado 28 also leans on tequila-and-cheese pairings, retail and educational tastings, chef-driven programming, culinary partnerships and media opportunities. - The company’s website is More information.

Between the lines: - Marcado 28 is positioning authenticity as a competitive advantage at a time when tequila buyers are increasingly looking for additive-free products. - The brand is also using culinary storytelling to differentiate itself from standard spirits marketing. - Its market-by-market strategy suggests a focus on account-level relationships and repeat velocity rather than rapid national rollout. - The social and event strategy appears designed to turn niche awareness into local credibility before scaling wider.

What’s next: - Marcado 28 plans to launch a new Añejo expression later this year. - The Añejo has already been pre-sold to ABC stores. - The brand plans to keep expanding distribution and deepening retail and hospitality relationships. - Marcado 28 also plans to build on its additive-free and culinary positioning while using cultural moments and influencer reach to support growth.

The bottom line: - Marcado 28 is trying to turn authenticity, chef collaboration and local activation into a scalable tequila brand, and early distribution gains suggest the formula is working.