LALO released their first tequila in 2017, but for the upstart brand, 2023 was truly a banner year. The brand expanded distribution to major markets including New York, focusing on a single SKU: 80 proof blanco tequila with no additives. Since then, a big piece of LALO’s national marketing leaned into their product’s three ingredients: water, champagne yeast, and Highland agave.

Of course, LALO had another marketing card in reserve, which they didn’t hesitate to play. One of the brand’s founders is Eduardo “Lalo” González, the grandson of Mexican spirits legend Don Julio González. (It’s a name almost anyone who’s walked past a tequila shelf will recognize.)

Press was one thing, but the brand’s real stickiness seemed to grow from positive word of mouth and a consistent, delicious blanco that stood out from the crowd. Indeed, LALO still bills itself as “one of the few brands exclusively dedicated to blanco tequila.” That focus attracted fans in a landscape of increasingly novel cask aging and celebrity brands. But it also created a question for market observers: with its sights set on blanco, where could LALO possibly expand from there?

It turns out there was nowhere to go but up—in proof, at least. In late 2024, LALO released its first “high proof” expression, a 108 proof version of its trademark blanco. The expression is distilled at the same facility where LALO’s base expression is produced, Grupo Tequilero Mexico (NOM 1468).

I’ve sampled LALO High Proof several times. Bold, spicy, and full-bodied on the nose, it brings aromas ranging from cooked fruit and baked rye bread to sweet caramelized onion and even buttermilk. The palate leans sweet and then spiced: honey, brown sugar, and rose-infused simple syrup lead, followed quickly by roasted pineapple and other tropical fruits. Pops of bright red candied cherry and lime jelly meet milky caramel and salted taffy. Thick and rich on the tongue, the higher-ABV blanco carries into a lengthy and sweet (but not cloying) finish, the sort you get from enjoying overripe fruit.

It’s a delicious addition to the brand’s limited lineup. But with such a concentration on blanco tequila, where else might the brand innovate beyond proof?

“While the blanco category offers less flexibility, I believe there’s still plenty of room for innovation and new expressions,” says co-founder Lalo Gonzalez, speaking to Forbes.

“We’re currently exploring some exciting projects that could potentially launch later [in 2025]. Innovations in blanco can come from elements like water, agaves sourced from specific regions within the protected tequila area, yeast and fermentation techniques, and cooking methods, to name a few.”

Gonzalez also told Forbes a positive response from LALO High Proof has given the company reason to continue thinking of potential new expressions down the line.

“[W]e’ve always focused on blanco because it’s the expression we started with and the one we personally love to drink. That said, we’ve been so humbled by the interest in other expressions of our tequila, it’s a wonderful compliment.”

But he stopped short of saying whether or not the brand would ever expand beyond blanco.

“While we don’t currently produce aged expressions, we’ve definitely taken note of the enthusiasm, and we will see what’s to come—we’re still early in our tequila journey and enjoying the ride with our consumers.

LALO High Proof is currently available for $74.99 across most American markets.