6 Most Prolific Tequila Influencers of 2023

As the tequila market grows larger year after year, it’s become increasingly difficult to sort the wheat from the chaff. A huge number of brands are hitting the market backed by all manner of actors, athletes, musicians and the occasional controversial tech billionaire. Amidst the shuffle, it can be hard to track down the good stuff.

Across YouTube, TikTok, Twitter and Instagram, a growing community of tequila savants is speaking up to educate consumers. Whether you’re looking for in-depth reviews or stunning vistas, here are six dedicated influencers who know their way around good tequila.

Lui Fernandes

(Photo: Lui Fernandes/Youtube)

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Lui Fernandes — owner and bartender of Labaredas Brazilian BBQ & Bar in Marlborough, Mass — is perhaps the most recognizable tequila Youtuber in the game.

Clocking in at 55k subscribers on YouTube and 331k on Instagram, Lui is best known for his tongue-in-cheek takedowns of popular additive-filled brands. In addition to recommending underrated alternatives, you’ll find him mixing up inventive cocktails behind the bar and exploring huge liquor catalogs at the likes of Total Wine and Costco. Lui’s channel provides a bartender’s insight into the latest trends passing over the counter sprinkled with the right amount of sarcastic skepticism.

La Tequilana

(Photo: La Tequilana/Instagram)

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Mireille Olivo, better known as “La Tequilana” to her dedicated Instagram following, is an agave spirits educator certified in tequila culture by the Tequila Regulatory Council (CRT).

Her frequent travel logs explore the inner workings of the CRT, behind-the-scenes looks at coveted distilleries and bar recommendations from across the country. Mireille also isn’t afraid to post the occasional tequila meme. If you don’t have time to make the trek down to Jalisco yourself, La Tequilana is always more than happy to show you the way.

Long Island Lou

(Photo: Long Island Lou/Youtube)

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Long Island Lou brings a bright, bombastic energy to the oftentimes snooty world of high-end tequila tasting. For that, we thank him.

You’ll usually find Lou huddled up with a few friends in front of his legendary tequila collection sipping the latest releases from a Glencairn glass. If a new additive-free bottle hits the market, rest assured that Lou will upload a video within days excitedly discussing its flavors and intoxicating aromas. The sheer amount of tastings you’ll find on his channel is unrivaled, as is the way he practically leaps off the screen with a grin and a clap.

Lucas Assis

(Photo: thelucasassis_/TikTok)

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If you’re looking for a deep dive, Lucas Assis won’t disappoint. His short-form videos tend to explore a single, exceptional expression; whether it’s a limited run of Fortaleza Reposado or an over-proofed batch of Tequila Ocho, Lucas shares gobs of history, distillation technique and tasting notes that explore exactly what goes into our favorite tequilas.

Consider it a resource. Picking an agave spirit off the liquor store shelf can be overwhelming. An avalanche of buzzwords — terms like “single-estate,” “cristalino,” “tahona-crushed” and “diffuser-made” — are hardly self-explanatory when you’re looking to buy a quality product. Lucas’ channel is a great place to begin understanding the vocabulary (that is, which of those words is actually worth seeking out if you’re spending $100+ on a bottle).

Jay Baer

(Photo: Tequila Jay Baer)

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When he isn’t working as a brand strategist and motivational speaker, Jay Baer moonlights as the “second most-popular tequila influencer in the world (non-celebrity division).”

On Instagram, Jay and co-host Maddie Jager crank out FAQs, recipes, travel logs, end-of-year awards and an encyclopedic backlog of reviews to over 139k followers. Whether he’s interviewing Guy Fieri or mixing up Barbie-themed cocktails, content takes a conversational, informative tone fit for novices and die-hards alike. As with everyone else on this list, additive-free tequila is a frequent topic of discussion.

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