We are a small batch, artisanal tequila produced using traditional methods of distillation to achieve an additive-free tequila that is reasonably priced. We are not competing with the megabrands or celebrity tequilas that commonly use additives to enhance their flavor profiles. We are not in the business of profiting from cultural appropriation. Instead, our goal is to promote the tradition, culture and imagination of Mexico using a modern, edgy message through Don Rico Tequila. We want to introduce a new way to experience tequila much like how wine is marketed. We will target a demographic that is sophisticated, young at heart and open-minded. This audience will most likely be 25-65 years of age, but with a focus on new tequila drinkers from 30-45 years of age. When you open a bottle of Don Rico Tequila, you’re creating memories.