DeLeon Tequila

DeLeon Tequila is the high-end tequila brand built with Brent Hocking, Tom Rinks, and Rinks Canetti in Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023). The episode uses DeLeon as Tom’s clearest pre-Sun Bum example of emotional consumer branding.

The source says the brand used a luxury bottle, a sterling silver cork, skull-and-snake imagery, and prices from $125 to $850 to turn ordering straight tequila into a self-image product rather than only an alcohol purchase.

Connections

• Brent Hocking - spirits founder behind the opportunity.
• Tom Rinks, Rene Kennedy, and Rinks Canetti - brand builders.
• Emotional Brand Relationship, Visual Brand System, and Consumer Brand Moat - concepts illustrated by the DeLeon case.