Not being privy to sales numbers of these Companies (and not exactly knowing what constitutes CRITICAL MASS) I could offer up at least 2 possibles:

Cabo Wabo & Prartida.

“There will be little longevity for ill-marketed brands that depend solely on price.”

As a consequence, there are many desperate tequila brand owners scrambling to unload their tasty juice at rock bottom prices without the marketing budget of the “big boys,” and with little or no fanfare.

Conversely, there are many reputable newer brands with simple bottles and even simpler looking labels that deserve every bit of attention from discerning tequila aficionados and trendy tequila bars, but who are underpricing themselves in order to break into the market.

So, who can the up-and-coming brand owner with a stifling tequila surplus trust to steer him into the appropriate venues? And who can retailers, restaurants and bars, as well as liquor outlets trust to supply them with solid tequilas in every price and quality category?

Look to a reputable distributor with a passion for quality tequila that resonates deeply with you.

These distributors may not be the familiar names you’ve heard before. They may be small, but they are mighty and they are out on the streets hustling as much as you are.

You won’t have to look far to find them, either. One might be just under your nose!

What kind of powers does this WHO have anyway? I don’t know about you, but when My Generation is GOIN’ MOBILE, whether by plane or Magic Bus, You Better You Bet that when we are in the Duty Free, we’re buying alcohol. It sure sounds like these WHO folks are try’n to put us down. Well, I know I’M FREE and will continue to buy alcohol, there’s just no SUBSTITUTE and I for one remembering Prohibition: The Noble Experiment http://tinyurl.com/cmkcjt, Won’t Get Fooled Again. – Z

The slick, gimmicky and impersonal “deep pockets” style, and the “old school” way.

With “deep pockets” a bored investor finds a pre-existing tequila that he can slap his private label onto a pretty bottle; hire a PR firm to target his market; use social media in a mediocre fashion; and find influencers to blog reviews.

His goal is to be the next Patrón and to sell out for millions of dollars so he can go onto the “next big thing.”

The “old school” brand owner/distiller understands that building a brand takes time, dedication, and not forsaking quality for quantity. He is careful about his alliances, and for him, social media not only means using Twitter, Facebook, and influencers, but building relationships one handshake at a time.

His goal is to produce a tequila that he can proudly add his name to, and serve to his friends and family.

In either case, I’ve seen where there is a heavy investment in either time (just met with an agavero/tequilero who has been working for 16 years to finally get his tequila into the US market), or money (one owner of a popular brand confessed to me that he had invested $20 million in his tequila).

Which process produces a more enduring tequila brand?

I’m convinced that taste–not price–is the final judge.

The intent with PaQui is to focus on creating a superior liquid, which should be the hallmark of any “luxury” brand. PaQui has only been in the market for 3-4 months and yet demand for it continues to rise because folks who pay premium prices, expect high quality product and not just a pretty package.

Having had Dos Manos at this distillery when it was a mixto, I can truthfully say that it was fine–as jewelry cleaner!

I hadn’t tasted it since it was refomulated into a 100% de agave tequila, but I would be very hesitant to try any more of it in whatever incarnation.

The reviewer of this brand on Tequila.net was no doubt too gracious in his evaluation.