Create a tequila-centric brand that restores truth to a category that’s been hijacked by western culture, celebrities, and inauthentic tropes. Instead of another distillery tale, we are telling tequila’s true, lost story through the lens of Tequio. Tequila and Tequio are intertwined terms that were created together during the age of Mexica, the origin of Mexican culture prior to the Spaniards’ conquering of the nation. Tequio is the ancient Aztec concept of pooling resources and selflessly contributing talents, money, and time for the betterment and vitality of the community. This altruistic concept has flourished for centuries and is deeply ingrained in modern Mexican culture. It’s the compass for our brand and driver of our actions. Tequio is the perfect antidote to push against pop-culture’s self-promoting, egocentric values and reconnect us with the things that really matter. Our brand is a vessel to share this shining pearl of Mexican thought-leadership with the world through the most premium tequila offerings.
