Loco Tequila, Mexico’s fastest growing ultra-premium tequila brand, has the distinction of being the first and only ultra-premium brand founded as a Terruo Tequila from the legendary El Arenal area of Jalisco. Loco Tequila, which debuted in Mexico in 2019, is currently accessible to tequila enthusiasts in three current expressions: Loco Blanco, Loco Ambar (Reposado), and Loco Puro Corazon. Each may be purchased on the brand’s website, Loco-Tequila.com.
Aside from exceptional taste, Loco Tequila has a larger mission: to promote the art of celebration by passionately portraying Mexican culture via its history, tradition, craftsmanship, art, and inventive spirit. A lofty goal for a bottle of tequila, but one that entrepreneurs Gabriel Roque and Pedro Padilla are determined to achieve.
The Loco Tequila story is built on four pillars: locura, or the celebration of the forward-thinkers who are often referred to as society’s crazy geniuses; impeccable quality of the product that honours heritage and melds tradition with innovation; history and the legacy that guides every aspect of Loco’s process; and art, which is revealed in the unique beauty and purity of the tequila and the bottle, designed by Mexican Dutch-born artist Jan Hendrix who takes
Loco Tequila honours outstanding brains and risk-takers throughout history who sought the unusual and went out to create something unique in their area. Loco Tequila was founded in Mexico more than ten years ago by a group of friends and family with the purpose of creating an artisanal beverage unlike any other in the nation. Loco is manufactured in the famed El Arenal tequila area of Jalisco, Mexico, where terroir tequilas are crafted in tiny quantities, and is harvested and produced on a historic hacienda.
The Loco team sought out agave specialist José Antonio Sánchez, who has acquired multi-generational family experience, to better understand agave development and maturity. López spends most of the day wandering through the fields of agave azul for which he is responsible, painstakingly selecting the plants that will be used in the creation of Loco Tequila one by one. Loco owns and manages its own farms, which means the team can guarantee the highest quality agave harvested within a two-mile radius of El Arenal. The Loco team is inspired by Los Guachimontones, the remarkable 2,0000-year-old conical pyramid constructions found in the Valleys of Tequila, drawing on the rich pre-Columbian legacy of the region. The historical technique of circular and double separation planting helps to prevent soil erosion and provides nutrient-rich soil. They also utilise only the cleanest well water from the Bosque de la Primavera, which is situated inside the Hacienda La Providencia (Spring Forest). The water is filtered and endowed with undertones of limestone, minerality, and volcanic rock via a natural and extensive subterranean process.
The key, according to Loco Tequila’s Maestro Tequilero Alberto Navarro, to distinguishing Loco’s tequilas from other high-quality spirits is transparency and traceability. “The essence of Loco symbolises the essence of agaves, not oak or other added tastes,” Navarro said. “However, in order for this drink to become the artistic expression we know, man’s involvement is required, and it is in this painstaking procedure that lies – to a significant part – the difference between a decent tequila and an amazing one.”
