By: Shawn Mars
O’RTE, a new and highly-anticipated, single-estate artisanal tequila produced in Jalisco, Mexico offers tequila enthusiasts a completely unique and authentic tequila-drinking experience. What sets O’RTE apart from other tequilas is its commitment to showcasing the distinct characteristics of each estate’s terroir by carefully selecting agaves from a new estate each year. This approach ensures that each O’RTE vintage highlights the agave’s special flavors, aromas and complexity derived directly from the estate’s climate, soil composition and topography.
Unlike many tequilas on the market, which often blend agaves from multiple properties or incorporate additives to enhance mouthfeel or color, O’RTE focuses on maintaining the purity and integrity of its tequilas. The brand meticulously identifies and harvests agaves based on a strict set of standards, resulting in a super premium, perfectly-balanced and consistently evolving additive-free artisanal tequila.
Julious Grant, industry veteran and founder of luxury spirits producer The Brand House Group, created O’RTE to bring U.S consumers the highest-quality tequila Mexico has to offer. As a celebration of his Mexican heritage on his mother’s side, O’RTE captures Grant’s deep appreciation for the culture he grew up in and a passion for artisanal tequilas passed down from his family.
The inaugural 2021 O’RTE vintages showcase the brand’s commitment to quality and diversity. O’RTE Blanco is bright and aromatic, offering soft, peppery notes that finish with a sweet, fruity roundness. For those seeking a more aged expression, O’RTE Reposado features enticing aromas of floral honey, pepper, mint, and vanilla, with oak influences contributing notes of vanilla and butterscotch. Lastly, O’RTE Añejo presents tropical aromas with hints of freshly cooked agave and vanilla, boasting a smooth flavor profile featuring notes of toasted pineapple, oak, vanilla and caramel. O’RTE Blanco retails for $69.99, O’RTE Reposado retails for $79.99, and the soon-to-debut O’RTE Añejo will retail for $99.99.
The name “O’RTE” holds deep significance for Grant. It serves as an acronym and represents who he is—Mexican-born with an American name. The “O” symbolizes the art of the iconic piña found in the agave, which contributes to creating “Real Tequila Excellence.” Grant also sees “O’RTE” as equivalent to “ARTE,” emphasizing the art of tequila making.
The Brand House Group, founded by Grant in 2019, specializes in creating and marketing innovative spirits brands across various categories. Aside from O’RTE, The Brand House Group’s portfolio includes OMAGE, a California artisanal brandy crafted in the style of a French cognac. Additionally, The Brand House Group is the parent company of ICONIC Spirits, offering a range of high-quality Japanese spirits such as TEITESSA, a super-premium Japanese single-grain whisky; AWAYUKI Strawberry Gin, infused with rare pink and white strawberries grown in Japan’s Nara Prefecture; HAIKEN Japanese hand-crafted vodka; SHUNKA SHUTO, a variety of super-premium blended Japanese whiskies evoking the four seasons which recently won the Silver Award in the 2023 World Spirits Competition; and BIKOKU, a pure malt made from the underground waters of Mount Fuji.
Julious Grant’s extensive experience in the wine and spirits industry, including C-Suite and senior leadership roles at Beam Suntory, Bacardi/Brown-Forman House for the UK and Ireland, Bacardi U.S.A., Moët Hennessy USA, Schieffelin & Somerset, and Diageo North America, underscores his expertise and passion for creating exceptional spirits.
O’RTE is available through wines and spirits retailers including Total Wine & More, as well as restaurants and bars in several major markets nationwide, including New York. O’RTE can also be purchased at www.ortetequila.com, Drizly, Instacart, and Wine.com, and delivered to locations where it is permissible by law to receive alcohol products by mail.
