Verdadero Tequila Enters New Era with Comprehensive Rebrand, Expanded Distribution and Distinctive Dual-Region Agave Approach
Austin-based premium tequila brand, now led by owner Chase Deppen, unveils a new identity, announces a long-term sponsorship as the Official Tequila Sponsor of the Texas Longhorns, and outlines a broader U.S. growth strategy.
AUSTIN, TX — [August 12, 2026] — Verdadero Tequila, the Austin-based premium tequila brand crafted in Jalisco, Mexico, announces a comprehensive relaunch under new owner Chase Deppen, who acquired the company in August 2025. The next chapter includes a refined visual identity, updated packaging, the launch of the brand’s new “Made for More” campaign, and an expanded distribution partnership with Reyes Beverage Group, one of the largest beverage alcohol distributors in the United States.
The announcement marks a significant growth moment for Verdadero as the brand builds on its loyal Texas following and prepares for broader expansion across the U.S. Currently available in all major Texas markets in Twin Liquors and Spec’s, Verdadero will expand to Kentucky, California, South Carolina, Tennessee, Colorado, New York, Louisiana, Oklahoma, and Florida in the next year.
As the brand continues to grow, it has also strengthened its presence through a marquee lineup of sponsorships, serving as the Official Tequila Sponsor of the Texas Longhorns and Texas Exes, the Official Tequila Sponsor of Texas Performing Arts, and an Official Supporting Partner of Moody Center, reinforcing Verdadero's deep connection to Austin through sponsorships with some of the city's and state's most iconic cultural, entertainment, and collegiate organizations.
At the center of the relaunch is Verdadero’s differentiated production story. Verdadero is a clean, ultra-premium tequila brand made with 100% Blue Weber agave, natural spring water, and wild yeast. The brand sources agave from both the highlands and lowlands of Jalisco, an approach designed to create a more balanced flavor profile by combining the bright citrus and minerality often associated with highland agave with the earthy depth and structure of lowland agave.
“Verdadero represents more than tequila; it’s a mindset,” said Deppen. “We believe life is meant to be crafted, not consumed. Every decision we make, from how we source our agave to how we build this brand, is guided by the belief that there is always room for more depth, more connection and more purpose. Verdadero is the spirit for people who pursue life with intention.”
Deppen, a Kentucky native whose family has longstanding ties to the bourbon industry, brings an entrepreneurial and hospitality-driven perspective to the tequila category. Since acquiring Verdadero, he has focused on sharpening the brand’s identity while preserving the qualities that made it distinctive: authenticity, craftsmanship, traditional production and a clear sense of place.
“Growing up around bourbon taught me that great spirits are about more than what is in the bottle,” said Deppen. “They are about hospitality, craftsmanship and bringing people together. That is what attracted me to Verdadero from the beginning. It had authenticity, a great product and a story worth building.”
Verdadero’s production process begins with carefully selected agave that matures for approximately eight years before harvest. Each piña is trimmed close to the heart to minimize green plant material, then slow-roasted for more than 50 hours in traditional brick hornos. Fermentation lasts approximately 60 hours, allowing for greater flavor development and complexity. The brand produces approximately 3,000 bottles per batch, maintaining a small-batch approach designed to protect quality and consistency.
The new brand identity reflects Verdadero’s guiding philosophy: “The Spirit for More.” For the brand, that means more balance through dual-region agave sourcing, more purity through a clean process and more intentionality in every pour.
“Verdadero had all the things you cannot manufacture: a great product, an authentic story and a loyal following,” said Deppen. “Our job now is to honor that foundation while building something with national potential.”
Verdadero’s portfolio includes Blanco, Reposado and Añejo expressions, each designed to be enjoyed neat or in elevated cocktails. Suggested retail pricing is $39.95 for Blanco, $44.95 for Reposado and $59.95 for Añejo.
About Verdadero Tequila
Founded in Austin in 2020 and now led by owner Chase Deppen, Verdadero Tequila is a premium tequila brand crafted in Jalisco, Mexico, using 100% Blue Weber Agave, natural spring water, and wild yeast. Cleanly produced with no shortcuts, Verdadero is rooted in authenticity, balance, and intentional craftsmanship, created for the way people gather, celebrate, and drink today.
The brand distinguishes itself through a thoughtful production approach that combines eight-year-old agave from both the highlands and lowlands of Jalisco. This creates a balanced profile merging the bright citrus and sweetness of highland agave with the earthy depth and minerality of lowland agave. While rooted in traditional tequila-making methods, including slow horno roasting and extended fermentation, Verdadero’s process emphasizes purity, balance, and craftsmanship in every pour. Available in Blanco, Reposado and Añejo expressions, Verdadero is made for those who believe life is meant to be crafted, not consumed, bringing a sense of ease, intention, and modern hospitality to every pour, whether enjoyed neat, on the rocks, or in a beautifully made cocktail.
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