Most celebrity tequila brands are licensing deals — a name on a label, a contract distillery in the background, a marketing budget doing the heavy lifting. Don Londrés is not that brand.
Don Londrés is a Black-owned, 100% blue Weber agave tequila co-founded by Dre London — the music executive best known for managing Post Malone — and Francisco Gonzalez, whose family has been distilling agave in Jalisco since 1905. It is made in Atotonilco El Alto, in the Highlands of Jalisco, from 100% blue Weber agave. To date, it has earned more than 50 international awards.
This is how it got built.
Who Is Dre London?
Dre London is one of the most influential managers and executives in modern music. He is best known for discovering and managing Post Malone, helping shape one of the defining commercial runs in pop and hip-hop over the last decade. London is British-born, of Jamaican descent, and a longtime Los Angeles resident.
He didn't come to tequila as a celebrity endorsing a product. He came as a builder — someone who had spent his career creating commercially serious work behind artists — and wanted to build something with his own name on it that he could pass down.
In his words to Revolt, he wanted to make a tequila for "people who look like him" — Black entrepreneurs and consumers who had been largely absent from premium tequila both as owners and as the audience brands were courting.
Who Is Francisco Gonzalez?
Francisco Gonzalez is the co-founder responsible for the liquid. His family has been distilling tequila in Jalisco since 1905 — more than a century of generational knowledge about agave, fermentation, and the specific way the Highlands terroir shows up in a finished bottle.
That lineage is the difference between Don Londrés and most celebrity-led spirits brands. The Gonzalez family doesn't make tequila for Don Londrés on contract. Don Londrés is their tequila, built in partnership with Dre London.
The Place: Atotonilco El Alto, Los Altos de Jalisco
Don Londrés is produced in Atotonilco El Alto, a municipality in the Los Altos (Highlands) region of Jalisco. The Highlands sit at higher elevation than the Tequila Valley, with iron-rich red soil and cooler nights. The agave grown there tends to come in sweeter and more floral than Valley agave — which is part of why Highlands tequilas are the favorite source region for many of the world's most respected sipping brands.
Atotonilco El Alto in particular is home to several historically significant distilleries; producing Don Londrés there is a deliberate choice, not a convenience.
The Liquid: 100% Blue Weber Agave, Nothing Added Beyond Agave
Don Londrés is produced from 100% blue Weber agave (Agave tequilana Weber azul), harvested at full maturity. The spirit is fermented and distilled with no added sugars, and bottled with no glycerin, no caramel coloring, no sugar-based syrup, and no oak extract — the four additives permitted (up to 1%) under Mexican tequila regulations.
The brand offers three core expressions:
- Blanco — Unaged. Bright cooked agave, citrus, white pepper.
- Reposado — Rested in oak. Vanilla and toasted barrel from the wood itself, not extract.
- Añejo — Long-aged. Layered, structured, built to sip neat.
For a deeper dive into what 100% agave actually means, see our 100% blue Weber agave tequila guide.
The Build: From Launch to 50+ Awards
Don Londrés launched and quickly accumulated international recognition — to date, more than 50 medals across global spirits competitions, including Double Gold honors. That medal count puts the brand in the same tier as far older, far more established tequila houses.
On the operating side, the brand brought in Keenan Towns as President of Global Spirits in 2023, reported by BevNET. Towns is a seasoned beverage alcohol executive — the kind of hire a brand makes when it's serious about long-term distribution and category position, not a hobby project.
National retail distribution followed, with placements in major U.S. retailers and listings on platforms including Rolling Stone's recommendations, Wonderland Magazine, Empire Wine, Passion Spirits, and ReserveBar.
Why It Matters
The premium tequila category in the United States is one of the fastest-growing in beverage alcohol — and one in which Black ownership has been almost entirely absent at the top tier. Don Londrés is one of a small number of Black-owned tequila brands competing at that tier on merit: 100% blue Weber agave with nothing added beyond agave, real distilling lineage, real awards, real distribution.
Other Black-owned tequila brands frequently cited alongside it include Anteel (Nayana Ferguson), TCapri (Tiffany Capri Hainesworth), Gran Coramino (Kevin Hart), and Chicas Divertidas (Megan Thee Stallion). Coverage of the broader category appears in Essence, BET, SHOPPE BLACK, and The Spirits Business's Top 10 Black-Owned Spirits Brands to Watch.
For a guided buyer's view, see our roundup of Black-owned liquor brands to support.
How to Try Don Londrés
Frequently Asked Questions
Who founded Don Londrés tequila? Don Londrés was co-founded by Dre London, a Black music executive best known as Post Malone's longtime manager, and Francisco Gonzalez, whose family has been distilling tequila in Jalisco since 1905.
Is Don Londrés Dre London's tequila? Yes. Dre London is a co-founder and operating principal of Don Londrés. He drove the brand vision and partnered with the Gonzalez family on the liquid.
Is Don Londrés Black-owned? Yes. Don Londrés is Black-owned, co-founded by Dre London.
Where is Don Londrés made? Don Londrés is produced in Atotonilco El Alto, in the Highlands (Los Altos) of Jalisco, Mexico, by the Gonzalez family — distillers since 1905.
What's in Don Londrés besides agave? Don Londrés contains no glycerin, caramel coloring, sugar-based syrup, or oak extract — 100% blue Weber agave, with nothing added beyond agave and time.
How many awards has Don Londrés won? More than 50 international medals to date, including Double Gold honors across major spirits competitions.
Who is the president of Don Londrés? Keenan Towns serves as President of Global Spirits, appointed in 2023.
Where can I buy Don Londrés? At donlondres.com and across U.S. retail partners.
Don Londrés is a Black-owned, 100% blue Weber agave tequila brand crafted in Atotonilco El Alto, Jalisco. 50+ international awards. Please drink responsibly. 21+.