What makes a truly exceptional tequila soda? For Louis-Pascal and Frederick, the answer lies in authenticity, starting with the source. That's why they partnered with Guillermo 'Willy' Bañuelos, a third-generation Tequilero whose passion for tradition and flavor infuses every can of Tequio. Crafted with 100% Agave Tequila and zero additives or carbs, Tequio delivers a clean, refreshing, and surprisingly complex taste in a light, 100-calorie bubbly package. Discover the difference that heritage makes with Tequio, available in smooth Blanco and complex Reposado. ¡Salud!
Recently, we caught up with Louis-Pascal to learn more about their journey and hear his advice for fellow entrepreneurs.
1. Why did you start Tequio?
We’ve been friends for as long as we can remember—practically since we could walk. A few years ago, we started exploring canned cocktails and hard seltzers as avid consumers, often asking each other, “Do you like this?” The answer was usually, “No.” Most of the canned cocktails seemed to consistently miss the mark, often too sweet, overly fruity, or just off. As we dug deeper, we discovered a glaring lack of transparency in the industry.
Among the few Tequila-based ready-to-drink cocktails available, most used mixto Tequilas, which are 51% agave sugars paired with up to 49% of other sugars, and relied on clever marketing to suggest “real Tequila.” In truth, they fell short of that clean, distinctive agave flavor we craved. Our curiosity led us down the Tequila rabbit hole, where we discovered the stark difference between so-called “Real Tequila” and 100% Agave Tequila, along with the additives used to manipulate flavor, sweetness, and even texture. We became determined to preserve the integrity of the Tequila itself and deliver the purest, cleanest sipping experience possible.
What began as a quest to recreate a simple Tequila soda soon evolved into crafting a line of Tequila cocktails that always feature certified additive-free 100% Agave Tequila. At Tequio, we believe you should be able to taste the vibrant, authentic character of the spirit in every sip—and that commitment drives each cocktail we create.
2. What obstacles did you face along the way?
Neither of us had any experience in the alcohol industry, so calling the learning curve “steep” is an understatement—but that’s exactly what we signed up for, right?
Early on, our biggest obstacles included raising capital as first-time founders, grappling with pandemic-driven prices for raw materials, establishing an international supply chain, and navigating the regulatory challenges around beverage alcohol both in the U.S. and Mexico. Then, there were the practical hurdles: producing our first batch, having it stuck at the border for four weeks, and convincing our first few stores to carry it.
Today, our main challenges revolve around educating consumers on the difference between “Real Tequila” and 100% Agave Tequila, maximizing our “liquid-to-lips” strategy, getting consumers to pronounce Tequio properly (Tek-ee-oh), and collecting as much first-hand feedback as possible.
As we continue to grow, these challenges evolve. We learn more about the industry, our customers, and even ourselves as a brand. It’s often hard to appreciate these lessons in the moment, but looking back and seeing how far we’ve come is incredibly rewarding.
3. What lessons do you have for other entrepreneurs?
Persistence is the most valuable trait when it comes to achieving results. As a small challenger brand in a saturated market, we’ve heard a lot of “no” from investors, distributors, and retailers. However, with consistent follow-ups, honest updates, and daily dedication to our big-picture goals, we’ve managed to turn many of those “no’s” into “yes.”
Every entrepreneur’s journey is unique, and so are a business’s needs. We’ve operated under a very lean model—initially out of necessity, then by choice—and remain disciplined in how we spend capital. We’re laser-focused on understanding what our consumers think of our products, gathering feedback, and iterating based on what we learn, all while keeping a close eye on how our spending affects the bottom line. Yes, this approach can slow some things down, but it allows us to pivot quickly and avoid costly mistakes that could become major headaches down the road.
4. What’s on the horizon for Tequio?
We’re really excited about the launch of our latest cocktail: a light, refreshing twist on the classic Tequila Paloma, clocking in at 6.9% ABV for those who want a bit more flavor and kick when compared to our Tequila Sodas. Speaking of Tequila Sodas, our Blanco and Reposado varieties are getting a fresh new look, inspired by insights from our tastings over the past year. You’ll spot them in our Southern California retailers this summer.
Looking ahead, we’re excited to keep finding creative and purposeful ways to put our spin on beloved Tequila cocktails, bringing consumers a light, clean, and refreshingly modern take on the classics.
5. How do you keep work/life balance? What drives/inspires you?
We feel incredibly lucky to call Southern California home and to have such an amazing backyard at our fingertips. Whether it’s a quick morning surf before work or an afternoon motorcycle ride in the mountains, we’re always seeking new adventures—and those moments in nature also give us room to reflect on the decisions that shape our business.
We draw inspiration from all sorts of places—fellow entrepreneurs creating products we admire and brands that truly make you feel something (which, to us, is the essence of great branding). When things get tough, we remind ourselves why we started Tequio in the first place: to craft the best possible version of whatever we’re working on, go all in without compromising on quality, and create something we can truly be proud of. That gets us fired up every time.