There’s a version of tequila most people know.
The one that arrives with a lime wedge and a salt rim. The one you brace for. The one that’s been reduced, over decades, to a dare.
Thiago isn’t that.
Thiago started with a simple question: what does a genuinely elevated agave spirit look like — one made for people who drink with intention?
Not a novelty. Not a cocktail mixer dressed up in premium packaging. Not something that needs a bucket of sugar to make it palatable. Something real, made properly, that actually deserves to be sipped.
The answer starts in Jalisco, Mexico.
Specifically Los Altos — the highland region where 100% blue agave grows slowly at altitude, developing a natural sweetness and complexity that lowland agave simply doesn’t reach. The elevation forces the plant to work harder. The result is a richer, more concentrated base that carries flavour properly.
“The elevation forces the plant to work harder. The result is a richer, more concentrated base.”
Our reposado is rested for six months. Long enough to develop character. Short enough to keep the agave honest.
From that base, we enrich each variant with natural flavours.
Coffee. Vanilla. Black Cherry. Tamarindo Sour.
No added sugar. No artificial colours. Nothing that shouldn’t be there. The flavours work with the spirit, not over it — because the spirit is good enough to carry them.
This matters more than it might sound. Most flavoured spirits on the market use sugar as a crutch. It masks a weak base, amplifies artificial flavour, and gives you a specific kind of next-day feeling that’s become synonymous with the category. Studies into the UK flavoured spirits market suggest the majority of commercial flavoured tequilas contain between 10g and 100g of sugar per litre — some significantly more. We made a different decision from the start.
“Zero added sugar across all four variants. Not as a marketing position — as a production conviction.”
Before Thiago had wide distribution, before the Shopify store, before most people in the UK had heard of us — we were listed at Albert Schloss.
For those outside the hospitality world: Albert Schloss is one of the most respected venue groups in the UK. Their bars across Manchester, Birmingham, and beyond are known for their quality, their culture, and the fact that they don’t list things they don’t believe in. Getting on their back bar isn’t a commercial transaction. It’s a quality conversation.
“Getting on their back bar isn’t a commercial transaction. It’s a quality conversation.”
That listing mattered to us. Not because of the volume — because of what it said about the liquid. It was an early, independent signal that Thiago belonged in serious company.
A generation of drinkers is changing what they expect from a night out. UK alcohol consumption has declined significantly over the past two decades — but spend per occasion in the premium spirits category has risen consistently. People are drinking less frequently, but when they do, they’re drinking with more intention. They want to know what’s in their glass. They want to feel good the next morning. They want flavour that’s earned, not manufactured.
The market has responded slowly. Legacy brands have doubled down on volume. Celebrity-backed spirits have prioritised hype over substance. The flavoured category in particular has been a race to the bottom — sweeter, brighter, louder.
Thiago was made for the drinkers the industry hasn’t caught up with yet.
The result is a spirit that works on its own terms — neat, over ice, or as the foundation of something exceptional behind a bar.
This is where that story begins. And we’re just getting started. Try all three core expressions in the Thiago Minis 3 Pack.