Popular UK-Based Chocolate Tequila Liqueur Sets Its Sights on the American Market

(Photo: G&I Spirits Group)

Mis Amigos — a UK-based tequila liqueur brand specializing in chocolate, strawberry and coffee expressions — is ready to cement its footprint in the US.

Founded by brothers Simon and Rupert Duke in January 2020, the brand sold out within hours of its initial launch. Now, Mis Amigos is expanding to 20 US states by the end of the year, where it already has 140,000 liters of orders lined up and ready to ship. Joining the team as its new brand ambassador is Italian chef Aldo Zilli, best known for his chain of eponymous London restaurants.

“When I met the Mis Amigos guys and they showed me what they had created, I could immediately see lots of different ways to use it in my cooking, and that it would be a great addition to Casa Zilli,” said Chef Zilli in a press release.

“Tequila is such a unique and subtle spirit that combines beautifully with chocolate, and the coffee flavor makes the best tiramisu and Espresso Martinis, and I can’t wait to make summer desserts with the strawberry flavor.”

Though tequila is growing faster than ever across the pond, the market is still finding its footing. The UK imported approximately 5.4 million liters of tequila in 2023 — the US, by comparison, imported over 321 million. For up-and-coming brands, those lower numbers pose a serious advantage.

While the American market has been propelled by all-encompassing trends — celebrity-backed tequila and “ultra-premium” releases, to name a few — UK-based upstarts still have plenty of room to experiment.

Over the past few years, Mis Amigos has been joined by colorful imprints including Tequila Rose and Neurita, testing out unexpected flavor infusions like strawberry cream, pomegranate and tangerine. English drinkers have also developed a taste for low-ABV; Quarter Distillery recently unveiled a 24-proof botanical-infused “T/quila” distilled from imported Blue Weber agave. A few months later, Ceder’s debuted the UK’s “first” non-alcoholic tequila alternative.

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