Fort Worth-based La Pulga Tequila has released its 2026 Horned Frogs Collector's Bottle alongside the brand's most ambitious collegiate spirits offering yet: the "Horned Frogs Three-Year Collection," a numbered box set packaging all three limited-edition TCU-themed bottles released since 2024. Only 100 sets exist, each individually numbered and priced at $179.99, available exclusively through LaPulga.com.
The New Bottle
The 2026 edition departs from the purple label of 2024 and the all-black "blackout" design of 2025, arriving in a crisp white label accented in TCU purple with a distinctive purple keepsake medallion around the neck. The bottle contains La Pulga's award-winning blanco tequila and carries the brand's signature Horned Frog "alebrije" artwork — imagery drawn from traditional Mexican folk art and representing strength, luck, and goodwill. It will be sold online and through select spirits retailers while supplies last.
The Box Set Opportunity
For on-premise operators and retailers scouting gifting and premium upsell angles heading into football season, the three-year collection offers a ready-made collector's story. The set reunites the sold-out 2024 purple-label edition with the 2025 black-label release and the new 2026 white-label bottle — a complete series that, until now, could not be purchased together. Co-founder Andrew De La Torre, a TCU alumnus, described the collection as "a culmination of our Fort Worth pride and the incredible passion of Horned Frogs fans, showcasing three years, and one legacy."
La Pulga's official partnership with TCU Athletics extends beyond retail, encompassing a presence in premium hospitality areas at Amon G. Carter Stadium during football season and the Stuart Family Courtside Club at Schollmaier Arena during basketball season — a channel that connects the brand directly to the high-spend, sports-hospitality audience that beverage suppliers increasingly compete for. That campus footprint positions the brand well against larger agave-spirits players targeting collegiate licensing deals, a segment that has grown steadily alongside the broader tequila and agave spirits category.
The broader La Pulga Spirits portfolio spans Blanco, 110 High Proof Blanco, Reposado, 110 High Proof Reposado, and Añejo tequilas, plus mezcal, sotol, and a recently released Double Barrel Reposado finished in Still Austin Red Corn Bourbon barrels — a cross-category collaboration that reflects wider craft spirits innovation trends playing out across the on-premise and specialty retail landscape. All expressions ship in the brand's signature easy-pour bottle with a premium cork closure and keepsake medallion, details that resonate with the premium gifting segment driving incremental spirits revenue for independent restaurants and hospitality venues.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
