In the tequila world, it's celebrity vs. boutique brands
Two competing trends have emerged in the tequila category: celebrity-backed tequilas such as Michael Jordan's Cincoro Tequila versus high-quality boutique tequilas that lack mainstream brand backing, writes Beth Newhart. Sip Tequila attempts to level the playing field with its new online platform, hand-picking which craft tequilas it will sell and offering no celebrity brands because "[a] lot of these celebrity-endorsed tequilas have big marketing budgets and they're going straight into broadline distribution with a major player," Sip Tequila's co-founder Hannah Lewis says.