Spirit Brand
Builders

We are your one-stop solution for all your spirits brand needs.  With a team of industry experts and professionals, we specialize in marketing, brand development, production development, distributor relationships, logistics, and much more.

Welcome to
Los Rebels Spirits

Creating a successful spirits brand is no easy task and we know the complexities of the spirits industry.  We have experience establishing, building, elevating and moving brands and we know how to help a brand navigate its way to success.  Whether you are a new brand looking to establish yourself in the market, an established company looking to expand your reach, or an entrepreneur seeking a brand of your own, our comprehensive range of services is tailored to meet your specific goals and objectives.
  
Our unrivaled expertise and strategic approach ensure that we deliver results that exceed expectations.  With a focus on innovation, creativity and a deep understanding of consumer trends, we do what it takes to build, elevate and drive your brand successfully in a competitive marketplace. Let us unlock the full potential of your spirits brand.

Who Is Behind

Katie Reichelt
VP Client Partner

With over two decades of immersive experience in the realm of advertising and marketing, Katie Reichelt is renowned for their adeptness in brand building and strategic communication. Throughout her career, Katie has harnessed her creative vision and business acumen to elevate brands and craft compelling narratives that resonate with audiences. A seasoned advertising professional, Katie has successfully spearheaded numerous advertising campaigns for brands such as Visa, General Motors, Ford, McCormick Brands and others, leveraging her deep understanding of consumer behavior and market trends to deliver impactful results for their clients..

Beyond Katie’s advertising and marketing expertise, she has also partnered with Juan Peña to create Prolijo Mezcal/Tequila, Petuna Mezcal and Tierra y Libertad Tequila.  Her role as VP Client Partner consists of supporting the brand strategy, vision, contract management, pricing strategy, logistics, fulfillment, importing, legal compliance, sampling and more. 

Juan Peña
CEO & Founder

Juan has more than twenty years of experience building brands at the national and international levels. He’s worked at agencies including FCB, Razorfish, Leo Burnett, Critical Mass and collaborated with brands such as Tequila Herradura, Bacardi, Kelloggs, Target, McDonalds, Coors Light, DiGiorno, and Intel. Juan's participation in these brands was as a creative director, art director, and supporting insights plus creative strategy.

Juan created Prolijo Mezcal, Tierra y Libertad Tequila, and Petunia Mezcal. He developed the packaging, digital, and social media. He does sales strategy, pricing, tastings, event marketing, and sales. Juan works with distributors finding new opportunities to expand the market. He has established the brands he has created and is now ready to create and grow your brand.

Cesar Mascorro
VP Procurement

Cesar Mascorro has been working into the restaurant industry since 1993, first as a waiter, bartender at las Almas Rotas and chef assistant. After his bachelor he started to work into the financial industry, administering trusts, appraisals, and business promotion into a bank from 2001 to 2002, and is in 2002 when he started to work in BANCOMEXT (Mexican trade Commission) when he becomes the executive for tequila industry, supporting and advising the small, medium and big companies to develop and diversify, international markets.  In 2005 he left the federal government and started to develop a platform of international business based in Guadalajara, selling and distributing independent Tequila & Mezcal, and working with more than 10 different appellation of origin wineries from Spain, including liquor 43.

His role as VP Producer Operations consists of supporting the brand strategy, vision, procurement, sales, market analysis, sampling and more. 

Our Mission

To use a cross-cultural perspective to build and energize spirit brands for growth in today’s diverse society.

What We Do

We are a boutique company that specializes in a la carte services and we can help you in any moment of your process:

  • Story-telling and branding.

  • Consumer insights and brand positioning.

  • Compliance in Mexico and the United States, and trade mark registration.   

  • We partner with some of the best producers of Tequila, Mezcal, Raicilla, Sotol, Bacanora, Pox, Rum, Whiskey, Vodka, Gin, Wine, as well as other spirits and beverages.

  • Creative Ideation, Campaign Work, Design, UX, UI, Social Media, Event Marketing, Video, Photography, and Cocktail Programs.

  • Go to market strategy for on-premise and 
off-premise.

  • Bottle and packaging design meeting the standards in Mexico, USA and Europe.

  • Order fulfillment, logistics, operations, and supply chain.

  • We make it easy to ship product from Mexico into the US, by taking care of all the paperwork.

  • Our team has strong relationships with 
on-premise, off-premise and distributors.

  • We find the value proposition of your brand and develop a unique story to educate distributors, mixologists and retail customers.

Our Work

Prolijo Mezcal

Oaxaca, Mexico

Strategy
Product Development

Brand Positioning

Branding
Packaging

Storytelling

Design
Event Marketing
Digital

Education

Creative Ideation

Social Media
Video Production
Photography
Apparel Design
Cocktail Creation
Sales
Distributor Relationships
Pricing Strategy
Menu Placement

Tierra y Libertad Tequila

Guadalajara, Mexico

Strategy
Product Development

Brand Positioning

Branding
Packaging

Storytelling

Design
Event Marketing
Digital

Education

Creative Ideation

Social Media
Video Production
Photography
Apparel Design
Cocktail Creation
Sales
Distributor Relationships
Pricing Strategy
Menu Placement

Want Your Own Brand?

Interested in working together? Fill out the info below and we will be in touch shortly.