Pronghorn expands Tequila portfolio with Humano investment
Diageo-backed drinks accelerator Pronghorn has invested in Humano Tequila, which is said to be one of the category’s fastest-growing brands in the US.
Pronghorn, which is based in the US and primarily funded by Diageo North America, invests in spirits brands from diverse founders and entrepreneurs.
The business has now invested in another Tequila brand, Humano, joining the likes of Anteel Tequila, Ego Tequila, Los Hermanos, T Capri and Tequila With Friends in Pronghorn’s portfolio.
Additive-free brand Humano aims to ‘celebrate the human side’ of Tequila production, alongside supporting its commitment to the land.
According to Nielsen data cited by Pronghorn, Humano is one of the top 30 fastest-growing Tequila brands by absolute revenue growth in the US.
“Humano Tequila has shown incredible velocity,” said Pronghorn president Ron Cole. “By partnering with Humano Tequila, we are fuelling a brand that is not only culturally rooted but commercially explosive.
“Our investment portfolio is demonstrating that equity and excellence are a powerful combination, delivering results, and Humano Tequila is another great brand with a great leadership team.”
The Humano range includes blanco, añejo, reposado and joven expressions.
CEO Luis Abundis, former vice-president of sales at Texan whiskey brand Still Austin, and Anahí Rivera, ex-national director of Tequila 1921, founded and lead Humano.
The brand is also supported by fellow co-founders and spirits industry executives John Beaudette (founder and former CEO of distributor MHW), Craig Kodish, and Michael Cooper. The trio work together at Beaudette Beverage Group, which operates a distribution arm called Palladium Brands.
As part of its commitment to supporting those making the product, Humano Tequila shares a portion of its sales directly with its farmers and their families.
Abundis added: “From the farm to the glass, our goal has always been to create real Tequila made by real humans. This strategic partnership allows us to amplify our meticulous craftsmanship and continue our trajectory as one of the industry’s most exciting growth stories.”
In addition, Pronghorn is working to grow Humano’s team to support the brand’s expansion into new markets.
Last March, Pronghorn invested in New York-based Doce Mezcal, marking its first foray into the category.
Other beneficiaries include singer Ciara, co-owner of Ten To One rum, and female-founded Acquired Taste Cognac, New England Sweetwater Farm & Distillery, and Rally Gin. It also invested in its first Japanese whisky, Shingu Spirits, in May 2024.
Industry veterans Dia Simms, Erin J Hall, and Dan Sanborn founded Pronghorn in 2021.
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