Nightlife + Dining
Julianne Beffa
Meet the Award-Winning Organic Tequila Brand You Need to Know Before National Tequila Day
From Tequila of the Year to Spirit of the Year Mexico, here’s how Brandon Korthuis is redefining luxury tequila with Desnuda Organic Tequila.
- By: Julianne Elise Beffa
The premium tequila category has never been more exciting- or more crowded. But the brands capturing attention today have something important in common: they understand that luxury spirits are no longer defined simply by what sits behind the bar or on a liquor store shelf. They are defined by the moments they become a part of.
Today’s most memorable brands are the ones showing up where life happens: the cocktail ordered at a destination restaurant, the bottle opened during a milestone celebration, the signature pour at a luxury hotel, or the spirit discovered during an unforgettable night out with friends. The future of premium tequila isn’t just about being purchased; it’s about being experienced. That shift is exactly where Desnuda Organic Tequila has found its opportunity. In a category filled with celebrity-backed launches and endless competition for consumer attention, Desnuda has taken a different path, building its reputation around craftsmanship, authenticity, and a tequila that feels at home wherever memorable moments are being created.
Fresh off one of the most impressive award seasons in the spirits industry, the brand has quickly become one of premium tequila’s fastest-rising names, earning top honors across the 2026 Bartender Spirits Awards, ASCOT Awards, and Agavos Awards. While those accolades recognize the exceptional quality inside the bottle, they also highlight something equally important: Desnuda has become the kind of tequila bartenders, beverage directors, and hospitality professionals are genuinely excited to share with their guests.
At the center of that momentum is Brandon Korthuis, a hospitality-minded executive who understands that great spirits are not built solely inside a distillery. They are built through the experiences they create once they reach people’s hands. While many brands chase awareness through celebrity partnerships or viral marketing moments, Korthuis has focused on something more lasting: creating a tequila that earns the trust of bartenders, beverage directors, restaurateurs, and consumers alike. Under his leadership, Desnuda has become more than an award-winning tequila brand- it has become a glimpse into where luxury hospitality and premium spirits are heading together.
“I think luxury today is about far more than what’s inside the bottle,” Korthuis told LOOP Mag in an exclusive interview. “People want to connect with brands that reflect who they are and what they value. Of course, the liquid has to be exceptional, but what really separates a brand is the story, the craftsmanship, the intention behind it, and the experiences it creates. That’s what we’ve tried to build with Desnuda.”
That philosophy begins long before the tequila ever reaches a bottle. Under the guidance of Master Distiller Santos Ochoa, every expression is crafted from 100% organic Blue Weber agave grown in the Highlands of Jalisco, Mexico, using traditional production methods designed to preserve the agave’s natural complexity rather than mask it.
I think luxury today is about far more than what’s inside the bottle.
As consumers become increasingly curious about where their food and beverages come from, Desnuda has embraced transparency as one of its defining characteristics. The brand proves that authenticity is not simply a marketing message, it’s a commitment that begins in the fields and carries through every stage of production.
“Consumers don’t want to be told what to drink anymore. They certainly don’t want to be sold a celebrity story or a marketing pitch. They want authenticity. That’s why we’ve focused on crafting real tequila the right way – 100% organic Blue Weber agave, no chemicals, no pesticides, and traditional methods that respect the process from beginning to end.
For us, it’s about more than being organic. It’s about honoring the farmers, the distillers, and the craft itself. When someone pours a glass of Desnuda, we want them to feel confident they’re drinking something authentic, something transparent, and something real.”
That same intentionality carries into every visual detail of the brand. In today’s premium spirits market, consumers often decide what catches their eye before they ever taste what’s inside the bottle, making design an essential extension of craftsmanship. Desnuda’s distinctive hand-blown-style bottles, richly textured glass, natural wood closures, and understated luxury have become signatures of the brand—not simply because they are beautiful, but because they communicate the same level of care found inside every bottle.
“Design is incredibly important because it’s the first conversation you have with a consumer. When someone is standing in front of a back bar or looking down an aisle filled with hundreds of bottles, your packaging has to communicate quality before they ever taste what’s inside.
Every element of the Desnuda bottle was intentional, from its hand-blown shape to its color and overall aesthetic. We wanted it to stand apart while still feeling timeless. Great design creates curiosity, and once someone picks up the bottle, the tequila has to deliver on that promise. Thankfully, we believe it does.”
Great design creates curiosity, and once someone picks up the bottle, the tequila has to deliver on that promise. Thankfully, we believe it does.
That connection between product and experience is becoming increasingly important across luxury hospitality. Today’s guests don’t simply remember where they stayed or what they ordered, they remember how a place made them feel.
Beverage programs have become one of the most powerful ways restaurants, hotels, rooftop bars, beach clubs, and members’ clubs differentiate themselves, with carefully curated spirits helping shape the identity of a venue. Premium tequila, once viewed primarily as a celebration drink, has evolved into one of the category’s most versatile luxury spirits, equally at home enjoyed neat or featured as the foundation of a signature cocktail.
“Hospitality today is all about creating memorable experiences, and I think tequila is uniquely positioned to be part of that. Desnuda isn’t just organic and packaged in hand-blown bottles, it also happens to be an incredibly balanced tequila. You get complexity, brightness, sweetness, minerality, and just the right amount of salinity. That means it works beautifully whether you’re sipping it neat or building an elevated cocktail. It gives bartenders something they’re proud to pour and gives restaurants another way to create memorable guest experiences. That’s where I think premium tequila continues to grow.”
That versatility comes to life in Desnuda’s signature Sun-Fire Daisy, a cocktail that feels tailor-made for today’s elevated hospitality scene. Built with Desnuda Reposado, fresh lime juice, Cointreau, and homemade jalapeño-honey syrup, it balances brightness, gentle spice, and the tequila’s natural minerality in a way that feels equally fitting for a rooftop happy hour, a chef-driven tasting menu, or a luxury resort overlooking the ocean.
It’s exactly the kind of cocktail that inspires one of the best questions a bartender can hear: “What tequila is this?”
Sun-Fire Daisy Recipe:
A classic tequila sour with Jalapeno-infused honey, citrus, and a flicker of floral heat.
Desnuda Reposado -2 oz, Lime Juice – 0.75oz, Cointreau -0.5oz, Jalapeno-Honey Simple Syrup-0.5oz, Garnish -Thin Dried Jalapeno Wheel, Jalapeno-Honey Simple Syrup
Ingredients:
- ½ cup honey
- ½ cup water
- 1 whole jalapeño, sliced (seeds removed)
Instructions:
- Combine honey, water, and jalapeño in a saucepan.
- Heat gently until well mixed—don’t boil.
- Steep 5–10 minutes, strain, and let cool.
$49.99
DESNUDA ORGANIC TEQUILA
Desnuda Tequila Blanco 750ml
The brands winning today understand that discovery rarely begins in the liquor aisle. More often, consumers discover new spirits while celebrating milestones over dinner, checking into luxury hotels, attending concerts, spending weekends at sporting events, or lingering over cocktails at neighborhood favorites that eventually become institutions.
Those experiences do more than introduce someone to a product—they create emotional connections that traditional advertising struggles to replicate.
“People are craving real-life experiences again. The best way to build a brand isn’t by asking someone to come find you- it’s by showing up where meaningful moments are already happening. That’s why we’ve invested heavily in partnerships across sports, music, hospitality, and live events. Those environments naturally bring people together, and they give consumers an authentic opportunity to experience our brand.
When someone enjoys Desnuda while celebrating a concert, a race, or a game with friends, they don’t just become customers, they become fans. Those experiences create lasting memories that are much more powerful than traditional advertising.”
While this year’s award season has undoubtedly elevated Desnuda’s profile, Korthuis views the recognition as validation rather than a finish line. The accolades have opened doors, introduced the brand to new audiences, and demonstrated that a relatively young company can compete alongside legacy producers.
The next chapter is focused on thoughtful growth, expanding distribution, and continuing to earn trust one bottle at a time.
“Awards are incredibly validating because they confirm that we’ve built something special. They also allow us to punch above our weight class and compete with brands that have significantly larger budgets. But awards aren’t the finish line – they’re really the starting point. Our focus now is simple: get more liquid to more lips. We want more people to discover what authentic organic tequila tastes like. That means expanding our national footprint, growing great partnerships, and continuing to earn trust one bottle and one experience at a time.”
For Korthuis, success is not ultimately measured by awards, sales, or even growth. It is measured by the memories people create after opening a bottle of Desnuda and the perceptions that change with that very first sip.
When someone enjoys Desnuda while celebrating a concert, a race, or a game with friends, they don’t just become customers, they become fans.
“I hope they remember two things. First, I hope they remember just how exceptional the tequila is. A lot of people carry baggage from bad tequila experiences, and we love watching those perceptions change after one sip. Second, I hope they remember the moment they shared it. Great tequila has a way of bringing people together around conversation, celebration, and connection. If someone walks away believing tequila is truly an art form, and that Desnuda represents that craftsmanship, then we’ve accomplished exactly what we set out to do.”
As Desnuda continues expanding its national footprint, the opportunity ahead extends far beyond earning additional awards. The next chapter is about becoming part of the places where people celebrate life’s biggest moments: the signature pour at an acclaimed restaurant, the cocktail menu at a luxury hotel, a championship toast inside a private suite, or the bottle friends reach for at the end of an unforgettable evening.
Brandon Korthuis has built Desnuda around a simple belief: exceptional tequila deserves to be experienced, not simply purchased. Judging by the brand’s momentum, the industry is taking notice.
As luxury hospitality and premium spirits become more connected than ever before, Desnuda isn’t just positioned for the future of tequila- it feels built for it.
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