Inspired by Mexican heritage, dedicated to jaguar preservation and driven by an obsession with craftsmanship, Frank Acosta reveals how Acosta Tequila is aiming to make its mark on the UK’s growing premium spirits scene.

Can you tell us a little more about Acosta Tequila; what’s the story behind the brand?

Acosta Tequila is built around four core brand pillars: ‘Owning the Night’, our mantra, Jaguar Preservation, Mexican Heritage, and finally, Taste and Art.

The concept of Owning the Night connects directly to our focus on jaguar preservation. The jaguar is the iconic symbol featured on our bottle and holds deep significance in Mesoamerican culture, where it was often viewed as a deity and a guide to the underworld. We chose the jaguar not only because of its cultural importance, but also because it’s a species that urgently needs protection.

To better understand these animals, I spent time in the Amazon, exploring the ecosystem and learning about their habitat firsthand. I travelled through parts of Brazil near the Bolivian border, hoping to encounter a jaguar in the wild. It wasn’t easy; there simply aren’t many left. You see plenty of caimans, which are one of their primary food sources, but very few jaguars.

Then one day, a jaguar appeared right in front of us along the Amazon River. Watching it swim through the water was incredible. It was such a powerful reminder of what a magnificent animal it is. Unfortunately, jaguar populations continue to decline due to habitat loss, human encroachment, conflicts with livestock farming, and the broader effects of climate change.

One of my long-term dreams is to help establish a sanctuary that supports jaguar conservation and breeding efforts, ensuring that future generations can continue to experience this remarkable species.

This naturally leads to the third pillar of our brand: Mexican Heritage. I am Mexican, and Acosta is my family name. This project was created as a tribute to my culture and my roots. Growing up, I wasn’t deeply connected to my Mexican heritage. I remember my grandmother speaking to me in Spanish, and I often didn’t understand what she was saying. My father was more connected to his culture when he was younger, but over time he became more Americanised, which was common during a period when cultural identity wasn’t always openly embraced.

The fourth pillar, Taste and Art, combines two elements that I believe go hand in hand. It took me nearly two years to develop the flavour profile of this tequila. When I started, I was a novice, so I immersed myself in learning every aspect of the craft. I travelled to France to select barrels and studied topics such as oak varieties, barrel toasting and charring, wood porosity, and how different environmental factors influence aging and flavour. The process taught me that tequila-making is truly an art form.

That same artistic mindset influenced the design of the bottle itself. I personally sketched the bottle, and if you look closely, you’ll notice that the jaguar’s nose is incorporated into the bottle’s shape. Every detail was intentional, from the hand-cut and engraved caps to the overall design. We have secured trademarks worldwide, along with intellectual property protections and U.S. design patents covering elements of the bottle and packaging.

How do you think this story translates into the quality and taste of the tequila?

For me, everything you create is a reflection of who you are. People express themselves through the choices they make, the clothes they wear, the car they drive, what they drink and the products they surround themselves with. Take someone sitting across from you; without them saying a word, you start to form an impression of who they are. The same is true of the products people choose to consume.

That’s why we view Acosta Tequila as more than just a spirit; it’s an extension of the person enjoying it. The story behind the brand influences everything we do, including the quality of the product. We put tremendous care into every detail, from the flavour profile and barrel selection to the bottle design and overall experience. We wanted to create something distinctive, intentional and memorable because that’s what our customers value.

Our ideal customer embodies the same characteristics represented by the jaguar: confident, fearless, independent. They are people who embrace life, take risks and make their own path.

For bartenders specifically, what makes Acosta Tequila stand out in terms of its flavour profile and mixability?

I’ve had the opportunity to meet a lot of bartenders, and one thing I’ve noticed is that bartenders here in the UK tend to be very polished and knowledgeable about their craft. Of course, every bartender has their own preferences and opinions, but overall, the response to our tequila has been overwhelmingly positive.

I’d say nine out of ten bartenders really enjoy the product. They appreciate both the quality of the tequila and how it presents itself visually. It looks incredible on a back bar; when you have a well-organised bar, the bottle really stands out and adds to the overall presentation.

From a mixability standpoint, our Joven is the expression I’d recommend for cocktails. Because it’s only lightly rested and remains very tequila-forward, it mixes exceptionally well without losing the character and flavours that make it unique. It allows bartenders to create cocktails while still letting the tequila shine through.

When it comes to the Reposado, Añejo and Extra Añejo, however, my preference is to enjoy those neat. Those expressions are designed to showcase the complexity developed through the aging process, and I think they are best appreciated on their own.

More broadly, I believe there’s an opportunity to educate consumers about enjoying premium tequila neat. Many people are used to masking spirits with mixers, sugar, and other ingredients, but a well-crafted tequila doesn’t need to be hidden. When made properly, it can be smooth, approachable and enjoyable on its own. Our goal has always been to create a clean, high-quality tequila that people can appreciate for its craftsmanship and flavour, whether they’re enjoying a cocktail made with our Joven or sipping one of our aged expressions neat.

In an industry where bartenders have such a strong influence, how are you building relationships with bars and hospitality professionals?

For me, it comes down to being accessible and being present. You have to show up. You have to make sure your clients know who you are. That means visiting their venues, supporting their businesses, eating at their restaurants, and spending time in their bars. It’s about being a real person and a familiar face, not just a voice on the phone or a name on an invoice.

I make a point of talking directly with bartenders and hospitality professionals. Not as a brand owner trying to impress people, but simply as myself. Those conversations matter. Bartenders and venue owners appreciate authenticity. They see so many brands come and go, but not many founders take the time to sit down, have a burger or a steak, and build a genuine connection.

It’s a simple philosophy, but it’s not always easy to execute. It takes time, consistency, and effort. In many ways, it’s becoming a bit of a lost art, but I still believe it’s one of the most effective ways to build a lasting brand.

How can bartenders best educate consumers and guests about tequila?

I think education starts with consistency. Bartenders and brands both have a role to play, but it can’t be a one-time effort. You can hold a training session, but doing one training a year isn’t enough. Education requires ongoing engagement.

As a brand, you have to keep showing up. That’s really what marketing is. You can spend millions on billboards and advertising, or you can invest your time in building relationships and being present. The more people see you, the more familiar they become with the brand, and over time that recognition turns into trust and advocacy.

Bartenders ultimately have the freedom to recommend what they believe in. If a guest comes in asking for a particular tequila, a great bartender can take that opportunity to introduce them to something new. It’s about saying, “I know what you normally drink, but I’d love for you to try this. I think you might enjoy it.”

Of course, that takes time and effort. On a busy Friday night when a bartender is making hundreds of drinks, those conversations are difficult to have. But during quieter moments, there’s an opportunity to create a more personal experience. I’d encourage bartenders to make guests feel like they’re discovering something special. Anyone can order a well-known brand, but introducing someone to a new tequila and explaining the story, craftsmanship, and flavour behind it creates a much more memorable experience. That’s how you build appreciation for tequila as a category and help consumers move beyond simply taking shots.

Looking to the future, what’s next for the brand?

We’re really excited to be entering the UK market and seeing what we can build here. I believe the UK tequila category is still in its early stages, which presents a tremendous opportunity. We’re seeing growing interest in premium tequila around the world, and I think that trend will continue as the hospitality industry evolves and consumers become more adventurous with what they drink. Over the next few years, I expect the tequila market here to grow significantly.

For us, the goal is to get involved early, build genuine relationships and contribute to that growth. If we can stay ahead of the curve and continue introducing people to what makes our brand unique, I think there’s a lot of potential for success in the UK.