Adam Levine Sells Tequila Brand Calirosa to ‘Alternative’ Spirits Company

Maroon 5 frontman Adam Levine and model Behati Prinsloo, the co-founders of Calirosa Tequila. (Photo: CraSH/imageSPACE/Sipa USA via AP Images)

On Tuesday, Amass Brands Group announced the acquisition of Calirosa Tequila, a spirits venture launched by husband and wife Adam Levine and Behati Prinsloo in 2021. Whether or not the celebrity couple will stay on with the brand as co-owners has yet to be announced.

Unlike most tequilas, which opt for American oak ex-bourbon casks, Calirosa ages its liquor exclusively in red wine barrels. Levine and Prinsloo say they fell in love with technique during a trip to Mexico, deciding afterward to partner with the Real family in Amatitán, Jalisco, to create a brand of their own. 

In the years since its launch, Calirosa has come to market with a Rosa Blanco, Reposado, Anejo and Extra Anejo with prices ranging between $50 to $200. All are easily recognizable by their pinkish tint and slightly off-centered labels.

“We are proud of what Calirosa has achieved thus far, and we believe that joining forces with Amass Brands Group will enable us to unlock even greater opportunities for our brand,” Adam Levine and Behati Prinsloo remarked in a news release. “Together, we look forward to continuing our journey of crafting superior tequilas and sharing them with the world.”

(Photo: Calirosa Tequila)

Amass Brands Group specializes in what many have come to call the “alternative” spirits category, a loosely defined umbrella term for low- and no-alcohol beverages, adaptogenic drinks and mushroom products.

The company’s most notable investment is in Katy Perry’s nonalcoholic aperitif brand, De Soi, launched in 2022 alongside Amass co-founder Morgan McLachlan. Other ventures include nonalcoholic sparkling wine Good Twin, low-proof Body Vodka and sugar-free rosé brand Summer Water.

At first glance, Calirosa doesn’t fit so neatly within this portfolio. Though it may look similar to other Amass products, the tequila doesn’t boast any of the biodynamic, botanical or sugar-free qualities that the company explicitly specializes in. Nonetheless, pink-hued tequila is a hot commodity, quickly establishing itself as a favorite among Gen Z consumers that Amass is no doubt targeting.

“We are thrilled to welcome Calirosa Tequila into the Amass Brands Group family,” Mark Lynn, CEO of Amass Brands Group, added. “Calirosa’s dedication to crafting outstanding tequilas perfectly complements our existing portfolio, and we are excited to leverage our combined expertise to further elevate the brand and bring its top-tier products to even more consumers around the world.”