Nohaca Tequila debut in GTR

Nohaca Tequila, a new contemporary ultra-premium tequila, has made its debut in the global travel retail (GTR) channel through a strategic partnership with CoLab APAC, with a strong commercial focus on Southeast Asia, Australia, the Middle East, and the US. The brand's rollout begins this month at key Asian hubs, flagship airports, and luxury cruise retail outlets.

Founded by Adam Dobson, former executive at Silent Pool Gin and Diageo—Nohaca is crafted from single origin agave sourced from the Jalisco highlands in Mexico. It is slow-cooked for a natural, honeyed sweetness and undergoes a long fermentation process to achieve its agave-forward profile. Bottled at 42 percent ABV in 100 percent recycled glass, the spirit is positioned to fill a gap in premium tequila offerings in GTR.

Available exclusively in one-litre duty-free formats, the range includes Nohaca Plata (RRP $110 USD) and Nohaca Reposado (RRP $125 USD).

The brand aims to tap into a growing consumer appetite for authentic and high-quality agave spirits, particularly in dynamic markets across Southeast Asia and the broader Asia Pacific.