Tequila Centinela Taps RNDC for Major Florida and Texas Expansion

MIAMI, FL – April 24, 2026 – Tequila Centinela, a distillery steeped in over a century of Mexican tradition, today announced a landmark distribution agreement with Republic National Distributing Company (RNDC), signaling a strategic and significant push into the booming tequila markets of Florida and Texas. The partnership will leverage RNDC's vast network to place the family-owned, additive-free tequila on the shelves and back bars of two of America’s most discerning states.

Founded in 1904 in the highlands of Jalisco, Tequila Centinela has long been known as the "Guardian of True Tequila." This move aims to connect that deep heritage with modern consumers by making its premium expressions more widely available. The deal with RNDC, one of the nation's top beverage alcohol distributors, marks a pivotal moment for the brand's growth plans in the United States.

"Our partnership with RNDC marks an exciting new chapter in Tequila Centinela's 120-year legacy," said Armando González, Vice President and Managing Director of Centinela U.S.A., in a statement. "Through RNDC's high-caliber network, we're able to thoughtfully grow our footprint in Texas and Florida—two priority markets with a strong appreciation for authenticity, heritage, and craftsmanship."

A Calculated Push into America's Tequila Heartland

The choice of Florida and Texas is no accident. These states represent the second and third-largest tequila markets in the U.S., respectively, with Texans alone consuming 3.7 million 9-liter cases in 2023. More importantly, they are at the epicenter of the "premiumization" trend, where consumers are increasingly trading up for higher-quality, more authentic spirits. With the U.S. tequila market projected to grow at a compound annual rate of 9% through 2027, securing a strong foothold here is critical.

Centinela’s strategy is not one of rapid, blanket saturation. Instead, the brand emphasizes its "deliberate approach to growth," focusing on intentional placements in high-end retail and hospitality accounts where its story can be told. This aligns with a market where over 60% of spirits revenue now comes from premium and super-premium products. By partnering with RNDC, Centinela gains access to a distribution powerhouse that can execute this focused strategy with precision and scale. RNDC services over 100,000 accounts and possesses deep, localized expertise in both states.

"Expanding our partnership with Tequila Centinela was a seamless decision," noted Jeff Potter, SVP Managing Director of RNDC. "They've consistently proven themselves as a strong player in the tequila category, and this next chapter felt like a natural fit for both teams."

The Rising Tide of Authenticity

This expansion arrives as American drinkers are undergoing a significant shift in their relationship with tequila. The days of tequila being solely associated with shots and margaritas are fading. Today's consumer, particularly in sophisticated markets like Florida and Texas, is educated and inquisitive, actively seeking out spirits with a compelling story and, crucially, a transparent production process.

This has fueled a powerful demand for "additive-free" tequilas. While the Tequila Regulatory Council (CRT) permits producers to add up to 1% of additives like glycerin, oak extract, and caramel coloring without disclosure, a growing cohort of consumers and industry watchdogs are championing brands that forgo them entirely. This is where Tequila Centinela finds its modern-day competitive edge.

The brand's identity is built on its unwavering commitment to traditional methods. Every bottle is crafted from estate-grown blue weber agave, cultivated on the family's 1,500 hectares of land. The agave piñas are slow-roasted in traditional masonry ovens, a time-consuming process that unlocks complex flavors often lost in more industrialized methods. The resulting spirit is 100% additive-free, a claim that resonates deeply with the market's quest for purity. This positions Centinela alongside other highly respected, additive-free brands like Tequila Ocho, Fortaleza, and Lalo, which have seen their popularity soar.

Centinela’s credentials as a heritage producer are impeccable. Still 100% Mexican and family-owned since its founding as the first distillery in Arandas, Jalisco, the brand also boasts one of the world's largest tequila barrel-aging cellars, with over 60,000 American white oak barrels. This allows for the creation of complex aged expressions, including sought-after Extra-Añejos, catering directly to the premiumization trend.

The Power of the Distributor in a Complex Market

For a heritage brand entering hyper-competitive markets, the right distribution partner is not just an advantage; it is a necessity. The U.S. beverage alcohol market is a complex web of state-by-state regulations, and navigating it requires immense logistical prowess and established relationships. RNDC, the nation's second-largest spirits and wine distributor, provides exactly that.

With a market share of around 22% and a dedicated sales force of over 3,000 representatives, RNDC offers more than just trucks and warehouses. The company provides a sophisticated, tech-enabled sales platform, including its eRNDC e-commerce portal which accounted for nearly a third of its B2B transactions in 2025. This combination of high-touch consulting from sales teams on the ground and data-driven logistics allows RNDC to act as a brand-building partner.

By signing with RNDC, Tequila Centinela gains immediate and credible access to thousands of key on-premise (bars, restaurants) and off-premise (liquor stores) accounts. This partnership ensures that Centinela’s story of authenticity and 120 years of craftsmanship will be communicated effectively to both the gatekeepers of the industry and the end consumer. It is a strategic alliance designed to cut through the noise of a crowded category, which includes dozens of celebrity-backed brands and new entrants vying for shelf space.

The collaboration will make Centinela's full range, including its lauded Extra-Añejo and Cristalino expressions, more accessible than ever before to spirits enthusiasts across the Sun Belt. As consumers in Florida and Texas continue to seek out tequilas with genuine character and a rich history, the arrival of the "Guardian of True Tequila" on a wider scale is poised to make a significant impact.