A Return to Purity and quite simply a reckoning.
Tequila has changed.
Once a spirit defined by tradition and craftsmanship, it has become something else entirely—oversaturated by mass production, celebrity branding, and marketing-driven versions of luxury.
The focus has shifted. From quality to visibility. From authenticity to accessibility.
Tequila has changed.
Once a spirit defined by tradition and craftsmanship, it has become something else entirely—oversaturated by mass production, celebrity branding, and marketing-driven versions of luxury.
The focus has shifted. From quality to visibility. From authenticity to accessibility.
For the creator of Tequila Purisima, Brent Hocking, tequila has always been about purity, process, and patience—qualities that have become rare and even harder to preserve.
Long before “additive-free” became a trend, Hocking was the original disruptor setting the gold standard and committed to creating tequila with no additives, and in its purest, most uncompromising form.
In 2009, he introduced the original DeLeón Tequila, pioneering a level of craftsmanship that set a new benchmark for ultra-premium spirits. He created aging tequila naturally in exquisite barrels of French wine casks, achieving depth and complexity without artificial coloring, flavoring or shortcuts. An approach born from a deep wine background and respect for time, terroir, and the patience required to perfect them both.
His commitment to purity and innovation earned him an unparalleled level of recognition. Hocking is the only person in the nearly 40-year history of the Robb Report to win ‘Best of the Best’ five times, and he is a two-time Grand Prize winner of the World Beverage Competition Best in Show. No one had ever achieved such dominance before. He was setting records while others were just discovering tequila.
But accolades were never the goal, creating something exceptional was.
