Spirit Brand
Builders

We are a one-stop solution for all your spirits brand needs.  With a team of industry experts, we do marketing, brand development, production development and importing.

Welcome to
Los Rebels Spirits

Building a successful spirits brand is no small feat—and we understand the unique challenges of the industry. With extensive experience launching, growing, and elevating brands, we know what it takes to guide a brand toward lasting success.

Whether you're a new brand entering the market, an established company aiming to expand, or an entrepreneur ready to create something of your own, our services are designed to meet your specific goals.

With a strategic, insight-driven approach and a strong focus on innovation, creativity, and consumer behavior, we deliver results that go beyond expectations. Let us help you unlock the full potential of your spirits brand and thrive in a competitive marketplace.

Who Is Behind

Juan Peña
CEO & Founder

Juan brings over two decades of experience in building brands both nationally and internationally. He has held key creative roles at renowned agencies like FCB, Razorfish, Leo Burnett, and Critical Mass, working with global brands including Tequila Herradura, Bacardi, Kellogg’s, Target, McDonald’s, Coors Light, DiGiorno, and Intel. His contributions have spanned creative direction, art direction, strategic insights, and brand development.

As the founder of Prolijo Mezcal - Tequila, Tierra y Libertad Tequila, and Petunia Mezcal, Juan has been hands-on in every aspect—from developing packaging and digital presence to overseeing social media, pricing strategy, and event marketing. He actively leads tastings, drives sales efforts, and partners with distributors to identify and seize new growth opportunities. With a proven track record of launching and scaling successful spirits brands, Juan is ready to bring that same passion and expertise to building your brand.

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.