The Boulder-born craft brand follows its CU Blanco with a second officially licensed bottle, and eight percent of proceeds from every bottle goes to the University of Colorado’s NIL Fund.
Suerte Tequila, the independent craft brand that calls Boulder home, is adding a second bottle to its collection with the University of Colorado. Colorado Athletics and Suerte have announced the Suerte Reposado CU Edition, an officially licensed, co-branded tequila that follows the earlier CU Blanco.
The bottles come out of a multi-year partnership cultivated by Learfield’s Buffalo Sports Properties, the exclusive multimedia rights holder for Colorado Athletics. The limited-edition reposado is available now at select retailers and through Suerte’s online shop while supplies last.
Giving back to student-athletes
The release is built around more than team colors. Eight percent of proceeds from every bottle sold benefits the university’s Name, Image and Likeness (NIL) Fund, which supports Colorado student-athletes.
CU Director of Athletics Fernando Lovo said the reposado is one Buffs fans will love because it is a great tequila and “will directly help Colorado student-athletes pursue their NIL dreams.” He added that Suerte, like CU Athletics, holds itself to the highest standards of quality.
Andrew Popchock, General Manager of Buffalo Sports Properties, described the project as the first officially licensed tequila for Buffalo fans and a fresh, authentic way to connect the Buffaloes brand with its community while continuing to grow NIL opportunities at Colorado.
A hometown fit
For Suerte, the deal is personal. “As a brand born and raised in Boulder, we are incredibly proud to be the official tequila of the CU Buffs,” said Laurence Spiewak, Co-founder and President. He called the partnership a hometown fit “fueled by shared passion and local grit,” and signed off with the school cheer: “Sko Buffs!”
The Suerte CU Editions put the Buffs branding on custom bottles designed for tailgates, gifting, celebrations and home bars, and the brand says more is coming this football season.
The tequila behind the label
Suerte takes its name from the Spanish word for “luck.” It is made with 100% Blue Weber agave in the highlands of Jalisco using traditional methods, and it is produced exclusively at NOM 1530, where it is the only tequila made at the single-brand distillery.
At the center of the process is a tahona, a nearly 3,000-pound volcanic stone that was unearthed on the distillery property and hand-carved. It slowly crushes the cooked agave, an old-school method the brand says reflects its commitment to doing things the right way, even when it is not the easy way.
Suerte did not share pricing, aging details or tasting notes for the reposado in its announcement.
What it means for the market
The launch arrives in a changing category. According to the Agave Today 2027 Market Report, US tequila and mezcal revenue fell 4.1% to $6.4 billion in 2025, the first annual revenue decline in more than a decade, and growth now comes from winning share rather than from category expansion.
The report points to a few places where a release like this lines up with what it sees working. It names provenance and transparency as the top message pillar for 2027, urging brands to put their NOM number and production story up front, and Suerte’s announcement does both. It also cites NielsenIQ data, reported by The Tequila Report, showing craft tequila brands growing about 28.5%. And for the November-December gifting window, it recommends premium packaging and aged expressions such as reposado and añejo, which is where a custom-bottle reposado lands just as the season begins.
For Buffs fans, though, the pitch is simpler: a tequila with Boulder roots, a purpose behind every bottle sold, and one more reason to raise a glass to the black and gold.