Neurita Tequila hires strategy advisor

Flavoured Tequila brand Neurita has appointed former Don Papa and William Grant & Sons executive, Chris Rigby, as its strategy advisor.

Rigby was the former head of strategy and part of the founding team at Don Papa Rum, which was sold to Diageo for US$275 million in 2024.

He has also served as innovation director at William Grant & Sons and recently founded Black Star Advisory, a consultancy focused on advising founders of premium spirits brands.

With a background that spans strategy, innovation, and brand-building roles, Rigby is said to be well-positioned to guide Neurita as the brand expands its footprint in Tequila category.

Lucy Smith, founder and CEO of Neurita Tequila, commented: “We are thrilled to welcome Chris to the team. His experience in scaling and exiting a successful brand like Don Papa is invaluable as we work to grow Neurita. We have very specific KPIs [key performance indicators] that we aim to hit in the coming years, and Chris’s expertise will be key to helping us navigate the next steps as we move toward our own successful exit.”

With a lineup of flavoured Tequilas designed to make Margarita-making effortless, Neurita aims to ‘revolutionise’ how women experience Tequila.

Rigby embraces his new appointment: “I’ve been truly impressed by the Neurita team and the brand’s clear differentiation in a high-growth category. The company is poised for tremendous success, and I look forward to supporting the team as they continue to build the Neurita brand and achieve their business goals.”

In October, the brand launched a Crowdcube campaign to raise funds for its international expansion and teamed up with Ferovinum to explore its market growth opportunities.

In 2024 alone, the flavoured Tequila has expanded to several international markets, including Australia, France, and global travel retail with GMAX.