Born of rhythm, raised in New York.
Executive Summary
Boukét introduces a dual product strategy that unites an ultra-premium tequila with a refreshing spritzer, designed to meet the tastes of both refined sippers and casual social drinkers. The brand enters a thriving U.S. tequila market valued at $10–12 billion, with New York alone experiencing an impressive 96 percent growth and TAM of $170M-$360M. As a BIPOC-owned brand, Boukét distinguishes itself through cultural authenticity and design-minded luxury, offering a perspective rarely seen in the premium spirits space. Through its partnership with Los 7 Ángeles, Boukét ensures true authentic Jalisco production rooted in artisanal craft and heritage. The brand speaks to Tequila connoisseurs and explorers who value intention, quality, and genuine experiences. Serving as a strategic bridge between its cannabis and spirits portfolios, Boukét anticipates evolving consumer desires and positions itself at the intersection of culture, ritual, and innovation.
Table of Contents
Part I. Brand Foundation: Vision, Mission, Values, Cannabis Overview
Part II. Market Entry: Tequila & Spritzer, Market Landscape, Partnership, Opportunity
Part III. Strategy & Execution: White Space, Objectives, Personas, Risk, Strategy
Part IV. Expression & Design: Naming, Messaging, Mood, Packaging
Part V. The Team
Part I.
Brand Foundation
Vision. Mission. Values. Cannabis Overview.
The Boukét Brand
Vision
Boukét envisions a lifestyle brand that harmonizes cultural heritage, intentional luxury, and creative expression. It connects Harlem's jazz-era resilience with modern rituals, empowering consumers to tune into their own rhythm across cannabis, spirits, and other intentional products and services.
Mission
Craft mindful products and experiences that refine daily rituals, spark creativity, and deepen human connection. Whether flower or tequila, every detail, from cultivation to storytelling, is designed to elevate presence and celebrate individuality.
Core Brand Values
Intention & Elegance
Understated luxury expressed through meticulous craft and design.
Cultural Integrity
Honor both New York's cannabis heritage and the artisanal tequila traditions of Jalisco.
Empowerment & Inclusivity
Welcome all conscious consumers who value authenticity, creativity, and community.
Quality & Sustainability
Commitment to additive-free ingredients, long aging processes, and eco-friendly materials.
Boukét Cannabis
"Give yourself your flowers"
Boukét Cannabis is a love letter to New York's creative underground. The brand offers indoor-grown flower with vivid terpene profiles, pre-rolls, limited collections, and celebrity collaborations. Packaging uses matte finishes, metallic details, and recyclable materials to convey tactile elegance.
Product Range
  • Signature indoor flower collection
  • Single pre-rolls and multi-packs
  • Limited-edition genetics
  • Collaborative drops
  • Potential wellness formats (micro-dose edibles)
Part II.
Market Entry: Tequila & Spritzer
Market Landscape. Competitor Scan.
Market Landscape
Total Addressable Market U.S.
The U.S. tequila market reached $10-12 billion annually, with tequila-seltzer market at $3.36 billion in 2023, forecast to grow 8.9% annually. Premium and super-premium bottles drive over 60% of U.S. spirits revenue.
Premiumization & Authenticity
Consumers gravitate toward terroir-driven, additive-free tequilas
Sustainability Focus
Tequila Regulatory Council seeks deforestation-free production by 2027; organic tequilas growing at 13.6% CAGR
RTD Momentum
Tequila seltzers fueled by low calories, portability, and social-media buzz
Market Landscape
Total Addressable Market New York State
New York State presents a robust opportunity for tequila brands. In 2021, the state sold over 854,000 nine-liter cases of tequila, indicating a significant consumer base. This market experienced a remarkable 96% growth between 2011 and 2021.
854K
Cases Sold (2021)
96%
Market Growth (2011-2021)
$170M-$360M
NY Tequila TAM
Based on national revenue per case, New York's total addressable market for tequila is estimated to be between $170 million and $360 million. This range accounts for both mainstream and premium segments, highlighting the state's substantial consumption (ranking 7th nationally) and significant market potential.
Competitive Landscape
Ultra-Premium Tequila Benchmarks (~$100+)
Competitive Landscape
Visualizing Ultra-Premium Tequila Brands
Examining the distinct packaging and aesthetic of key competitors highlights the diverse approaches to luxury in the ultra-premium tequila market.
From heritage-driven minimalism to handcrafted artistry, these brands set a high bar for presentation and perceived value.
Competitive Landscape
Premium Tequila Spritzer Competitors
Part III.
Strategy & Execution
Strategic Partnership. White Space. Objectives. Personas. Strategy.
Los 7 Ángeles Partnership
Los 7 Ángeles (L7A) crafts a Cristalino extra-añejo using 100% Blue Weber agave from the highlands of Jalisco. Agaves are aged approximately 7 years, roasted for 48 hours in masonry ovens, fermented with special yeast for 96 hours, and double-distilled.
01
Agave Maturation
~7 years of growth in Jalisco highlands
02
Roasting
48 hours in traditional masonry ovens
03
Fermentation
96 hours with special yeast strains
04
Distillation
Double-distilled for purity
05
Aging
60 months in American white-oak barrels
06
Filtration
Charcoal filtration for crystal clarity
The result: a smooth, crystal-clear tequila with notes of cooked agave, caramel, vanilla, and citrus. This partnership supplies Boukét with an authentic, ultra-premium liquid foundation.
The White Space
Limited BIPOC Representation
There is minimal representation of BIPOC-owned premium tequila brands in the ultra-premium segment. Most brands skew masculine or celebrity-driven.
Design-Minded Gap
Boukét can offer intentional, culturally rooted authenticity for design-minded consumers seeking more than celebrity endorsements.
Cultural Authenticity
The market lacks a brand that authentically bridge New York cultural heritage with Jalisco craftsmanship through sophisticated design and storytelling.
Conscious Luxury
Growing demand for premium products that align with values of sustainability, inclusivity, and mindful consumption.
Strategic Objectives
Build Brand Equity
Position Boukét Tequila as concidered choice for tequila connoisseurs and explorers
Capture Market Share
Significant share of $100+ tequila segment and premium RTD market within three years
Bridge Categories
Unite spirits and cannabis portfolios through shared rituals, creating cohesive lifestyle brand
Our primary audience: conscious consumers who value craftsmanship, taste, and curated experiences, culturally fluent, design-minded individuals across genders seeking elevated cocktail experiences, rooftop gatherings, and conscious celebratory rituals.
Tequila Shopper Personas
The Cultured Connoisseur
Age: 35–55
Occupation: Lawyer, consultant, creative director, or entrepreneur
Lifestyle & values: Highly educated, frequent traveler, values craft and heritage. Collects art or fine wine and enjoys curated experiences. Seeks authenticity in products and is drawn to brands with depth and cultural narrative.
Purchase motivations: Willing to pay premium price for genuine Mexican Tequila produced via traditional methods. Loves to learn about production (e.g., agave sourcing, aging), enjoys sipping Tequila neat or in craft cocktails.
The Sophisticated Socialite
Age: 28–45
Occupation: In advertising, tech, fashion, or hospitality
Lifestyle & values: Lives in or visits urban nightlife hubs. Follows trends and cares about luxury aesthetics. Shares experiences on social media, appreciates design-driven packaging, and seeks premium products that elevate events and gatherings.
Purchase motivations: Chooses Tequila for its sleek packaging and elegant vibe. Values word-of-mouth and influencer endorsements. Prefers small-batch or limited-edition releases to signal exclusivity.
The Conscious Consumer
Age: 25–40
Occupation: Nonprofit professional, teacher, or small-business owner
Lifestyle & values: Health-conscious, environmentally aware, values ethically sourced goods. Researches brands before purchase, prioritizes minority-owned or socially responsible companies. Enjoys high-quality spirits in moderation, often pairing them with good food and mindful moments.
Purchase motivations: Chooses Tequila brands that emphasize sustainability (e.g., recyclable packaging, organic agave) and inclusive brand narratives. Appreciates products that support marginalized communities or align with social causes.
The Modern Host
Age: 30–50
Occupation: Professional in finance, media, or healthcare
Lifestyle & values: Loves to entertain at home and curate experiences for friends and family. Views premium spirits as an integral part of hosting—whether for cocktail parties or upscale dinner gatherings. Values practicality, convenience, and a polished presentation.
Purchase motivations: Invests in Tequila that stands out on the bar cart and sparks conversation. Seeks premium quality with a versatile flavor profile that works for sipping or mixing, and often buys in pairs (for their own enjoyment and gifting).
Tequila Shopper Demographics
Tequila's appeal spans a diverse consumer base, from affluent connoisseurs to younger, trend-conscious adults, creating a bifurcated market.
Affluent Tequila Seekers
Predominantly affluent men (40-59) with HHI > $170k, concentrated in 20 U.S. states. They favor reposado, unmixed, and additive-free expressions, treating tequila collecting as a serious hobby.
Younger Consumer Growth
Overall market growth is driven by younger adults (21-34, Millennials/
Gen Z). Over 54% prefer premium tequila, and 60%+ of 2022 U.S. spirits revenue came from high-end bottles. These consumers value authenticity, craft, and transparency, willing to pay for additive-free options.
Boukét's Dual Opportunity
Boukét can target high-income connoisseurs who appreciate aged, additive-free tequila ($100+ bottles) while also appealing to aspirational Millennials/Gen Z who value authenticity and sustainability, driving volume growth in premium spirits.
The broader premiumization trend among younger adults means marketing should also speak to the aspirational Millennials/Gen Z, they may not yet have six‑figure incomes but still buy premium spirits.
Risk Mitigation Strategy
Economic Headwinds
Bottles above $100 saw ~20% volume decline during inflationary pressures. Mitigation: Justify pricing through compelling storytelling and exceptional quality. Leverage RTD Spritzer product to diversify.
Market Saturation
Celebrity and heritage brands dominate shelf space. Mitigation: Differentiate through minority ownership, sophisticated design, and authentic narrative.
Cross-Category Perception
Cannabis origin may challenge traditional spirits channels. Mitigation: Segmented strategy, lead with L7A partnership and 60-month aging in B2B; activate "shared ritual" lifestyle in B2C.
Brand Strategy Framework
1
Get
Tequila consumers and explorers seeking refined taste and curated experiences
2
Who
Value authenticity, cultural depth, and sustainable luxury
3
To
Believe Boukét offers an authentic and artfully crafted tequila experiences available
4
By
Blending Jalisco's artisanal processes with New York's cultural rhythm and design
Reason to Believe
Authentic highland production (L7A), 60-month aging process, minority ownership with MWBE certification,
and a track record of intentional design in the cannabis sector.
Boukét's Growth Potential
The robust growth across the tequila market, particularly in premium and ready-to-drink segments,
provides a strong foundation for Boukét's dual product strategy.
Dual Product Strategy
Ultra-Premium Tequila:
The Halo
Messaging focuses on craft, patience, and connoisseurship. This is the "sipping neat" or "elevated cocktail" experience that establishes the brand's luxury credentials.
  • 60-month aging process
  • Cristalino extra-añejo quality
  • Matte-finish, recyclable packaging
  • Target: $100+ segment
Objective: Establish prestige and brand permission in ultra-premium category.
Tequila Spritzer:
The Gateway
Messaging focuses on vibrancy, authenticity, and accessibility. The "premium alternative" to low-quality RTDs, highlighting real L7A tequila base and clean ingredients.
  • Real L7A tequila foundation
  • Clean, additive-free ingredients
  • High-energy social occasions
  • Accessible entry point
Objective: Drive volume and contribute 10% of total revenue in year two.
The Shared Ritual Bridge
The brand connects cannabis and spirits through the consumer's personal "rhythm", creating a cohesive lifestyle experience where both products serve distinct but complementary roles in daily rituals.
Boukét Cannabis: "Tune In"
For creative rituals, ideation, focus, and inspiration, enhancing personal clarity.
Shared Rhythm
Bridging products through mindful consumption and intentional, enriching daily experiences.
Boukét Tequila: "Unwind"
Perfect for social and mindful rituals, fostering connection, celebration, and relaxed sipping.
Part IV.
Expression & Design
Naming. Messaging. Mood. Packaging.
Naming Strategy
Selecting the final name depends on whether we emphasize terroir, simplicity, or specific production attributes. Each option can be supported by messaging that celebrates New York roots while highlighting Jalisco craftsmanship.
1
Tequila Reserva by Boukét
Why it works: Emphasizes premium aging and exclusivity, suggesting a reserve bottling. Aligns with understated luxury positioning and appeals to collectors and connoisseurs.
2
Highland Tequila by Boukét
Why it works: "Highland" calls attention to the Los Altos (Highlands) region of Jalisco where agave is grown. Reinforces terroir and craft, key cues for conscious consumers. Signals fusion of New York cultural roots with Jalisco provenance.
3
Tequila by Boukét
Why it works: Simple, direct, and immediately tells consumers they're getting authentic tequila from the Boukét stable. Leverages existing brand equity while clearly signposting the spirit category.
From agave to art. Boukét Tequila harmonizes seven years of highland craft with the soul of Harlem.
"Sip into your rhythm."
Tequila Reserva by Boukét
Tailored Market Messaging
The chosen name, Tequila Reserva by Boukét, allows for nuanced messaging that resonates with both its New York origins and the authentic Jalisco craft, adapted for different markets.
New York Market
From agave to art. Boukét Tequila harmonizes seven years of blue agave highland craft with the soul of Harlem. "Sip into your rhythm."
Global Markets
From agave to art. Boukét Tequila harmonizes seven years of Jalisco blue agave highland craft with the soul of wherever you are. "Sip into your rhythm."
Mood
Boukét Tequila Bottle & Packaging Explorations
Territory 1. Minimalist Elegance
Territory 2. Modern Heritage
Territory 3. Embellished Prestige
Portfolio Example
Bottle Manufacturer Research.
The Team
Steven Acevedo
Tamaki Sakai
Vera Pascal
Vincent Skyers