QUI tequila
QUI Tequila is a private luxury brand producing exclusively extra añejo tequila from 100% Blue Agave in Jalisco, aged 12+ years and sold direct-to-consumer globally via its Shopify storefront, serving ultra-premium spirits connoisseurs, collectors, and premium hospitality partners such as NOBU.
- Company typePrivate
- Founded1990
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What QUI tequila does
QUI Tequila is a private luxury spirits brand that produces exclusively extra añejo tequila from 100% Blue Agave grown in the Los Altos Highlands of Jalisco, Mexico. Production is built around a proprietary heart-only distillation method that discards the heads and tails of the distillation run, followed by 12+ year maturation in hand-selected Tennessee Whiskey and French Bordeaux barrels. The brand operates under parent entity TSS (Tribeca Spirits Group) and is headquartered in New York with its distillery in Mexico.
The product portfolio spans two core SKUs — QUI Platinum ($90) and QUI Select 7 Year ($200) — and a tier of ultra-premium limited editions, including the NOBU RARE BLEND ($2,700–$3,600), NOBU 2008 Reserve ($760), QUI Magnum releases, and the 2025 NOBU RARE KAWS collaborative collection, the last produced in three city-specific colorways each limited to 1,650 units plus a 300-set collector's edition. All products are marketed as additive-free.
QUI sells exclusively direct-to-consumer through its owned Shopify storefront (quitequila.tribecaspirits.com), shipping to over 50 countries globally. Pricing is unit-based and scarcity-driven; nearly all limited releases sell out immediately, with the company describing itself as making "the finest and rarest extra añejo tequilas." The brand serves three customer segments: luxury spirits connoisseurs, collectors/investors, and premium hospitality venues, with NOBU Restaurant acting as a flagship enterprise partnership. Three co-founders (Medhat, Mike, Pete) lead the company alongside listed Founding Investor Duke McKenzie, and total disclosed equity funding is $479,899 from a 2022 round.
QUI tequila firmographics
Firmographics- Name
- QUI tequila
- Legal name
- TSS
- Website
- https://quitequila.com
- Company type
- Private
- Founded year
- 1990
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- QUI Tequila is a private luxury brand producing exclusively extra añejo tequila from 100% Blue Agave in Jalisco, aged 12+ years and sold direct-to-consumer globally via its Shopify storefront, serving ultra-premium spirits connoisseurs, collectors, and premium hospitality partners such as NOBU.
- Ownership category
- akta.pro rank
QUI tequila industry classification
Industry- Product category
- Ultra-Premium Spirits (Extra Añejo Tequila)
- NAICS
- Distilleries (312140)
- akta.pro primary industry
- Spirits Distilling & Brands (CRADAIAC)
- akta.pro secondary industry
- Premium, Rare & Collectible Alcohol Retail (Fine Wine/Spirits) (CRANAAAJ)
Keywords
Where QUI tequila is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
QUI tequila business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Others
Revenue model
- Direct E-commerce Tequila Sales: Direct-to-consumer sales of ultra-premium extra añejo tequilas through owned Shopify storefront. Revenue generated from one-time purchase of luxury spirits products across multiple price tiers, from $90 entry-level Platinum to $3,600 collector's editions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | QUI Platinum Extra Añejo Tequila - $90 |
| Unit Pricing | Pay-as-you-go | QUI Select 7 Year Extra Añejo Tequila - $200 |
| Unit Pricing | Pay-as-you-go | NOBU 2008 RESERVE Rare Extra Añejo - $760 |
| Unit Pricing | Pay-as-you-go | NOBU RARE BLEND BY QUI - $2,700 (reg. $3,600) |
| Unit Pricing | Pay-as-you-go | NOBU RARE KAWS Collector's Set - pricing varies |
| Unit Pricing | Pay-as-you-go | Founder's Private Collection Magnums - pricing varies |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
QUI tequila product offering
Product offeringCore offering
QUI Tequila produces and sells ultra-premium extra añejo tequilas crafted from 100% Blue Agave grown in the Los Altos Highlands of Jalisco, Mexico, using a proprietary heart-only distillation process and aged for up to 12 years in Tennessee Whiskey and French Bordeaux barrels. The company markets a portfolio of core expressions (QUI Platinum, QUI Select 7 Year) and exclusive limited-edition collaborations (NOBU Rare Blend, NOBU 2008 Reserve, NOBU RARE KAWS colorways, Magnum Red) priced from $90 to $3,600, selling exclusively direct-to-consumer via its Shopify storefront with global shipping.
Product overview
QUI Tequila is a luxury tequila brand specializing exclusively in extra añejo tequilas. The product portfolio centers on two core expressions—QUI Platinum and QUI Select 7 Year—alongside ultra-premium limited editions including NOBU collaboration tequilas and the award-winning QUI Rare. The brand collaborates with high-profile partners like NOBU restaurants and artist KAWS for special edition releases. All tequilas are crafted from 100% Blue Agave grown in the Los Altos Highlands of Jalisco, aged in Tennessee Whiskey and French Bordeaux barrels, and are marketed as additive-free premium spirits. The company distributes globally through its e-commerce platform powered by Shopify/TribecaSpirits.
Differentiator
Problem solved
Functional benefit
Brands
- NOBU x KAWS by QUI: Limited edition collaborative product line featuring artistic bottle designs released in various city editions (New York, Hong Kong, Miami) and colorways (Red, Black, Blue, Grey bottles).
- QUI Platinum
- QUI Select
- NOBU Rare Blend
- NOBU 2008 Reserve
Products and services
- QUI Platinum Extra Añejo Tequila Entry-level extra añejo tequila in QUI's core product line, made from 100% Blue Agave from the Los Altos Highlands of Jalisco and priced at $90 per 750ml bottle for luxury spirits consumers seeking a premium sipping tequila.
- QUI Select 7 Year Extra Añejo Tequila Seven-year aged extra añejo tequila made from 100% Blue Agave from the Los Altos Highlands of Jalisco, offering enhanced depth and complexity, priced at $200 per bottle for spirits enthusiasts seeking a more mature core expression.
- NOBU Rare Blend by QUI Tequila Ultra-premium limited edition extra añejo tequila created in collaboration with NOBU Restaurants, priced at $2,700–$3,600, marketed as the pinnacle of QUI's luxury sipping tequila range for affluent collectors and NOBU clientele.
- NOBU 2008 Reserve Rare Extra Añejo Tequila Vintage reserve extra añejo tequila aged since 2008, released under the NOBU collaboration and priced at $760 per bottle, targeting collectors who value rare, dated tequila expressions.
- 2025 NOBU RARE KAWS Collector's Set Exclusive 2025 collector's set bundling the three KAWS-designed NOBU RARE colorway bottles (New York Red, Hong Kong Grey, Art Basel Miami Blue), limited to 300 sets globally for ultra-high-end collectors.
- QUI Magnum Red Edition Limited-release magnum bottle drawn from QUI's Founder's Private Collection and released in 2025, with only 10 magnums produced worldwide for ultra-rare spirits collectors.
Quantifiable outcome
- All limited releases sold out immediately upon launch
Companies that use QUI tequila
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
QUI tequila technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
QUI tequila partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered flagship.
- NOBU RestaurantflagshipStrategic collaboration with renowned NOBU restaurant brand for co-branded NOBU RARE BLEND tequila. The partnership has produced multiple limited editions including the 2025 NOBU RARE KAWS collection with exclusive colorways (Red, Blue, Grey bottles). Each colorway limited to 1,650 units, with collector's sets limited to 300 worldwide.
- KAWS (Brian Donnelly)flagshipCollaboration with acclaimed artist KAWS (Brian Donnelly) for the 2025 NOBU RARE KAWS Art Edition. KAWS designed distinctive bottle artwork for three city-specific editions: New York (Red), Art Basel Miami (Blue), and Hong Kong (Grey). Each limited to 1,650 units plus 300 collector's sets.
Scale indicators6 records
Recent moves6 records
Expansion highlights4 records
QUI tequila competitors and assessment
Company assessmentDirect peers
- Gran Patrón: Ultra-premium tier of Patrón featuring hand-crafted aged tequilas including extra añejo and limited releases. Comparable to QUI as a sub-line of luxury aged tequila targeting collectors and connoisseurs.
- Komos: Premium tequila brand offering additive-free aged tequila in luxury ceramic bottles at ultra-premium pricing. Directly comparable to QUI's additive-free, aged, design-forward positioning in the high-end sipping tequila segment.
- Casa Dragones: Ultra-premium small-batch sipping tequila, including extra añejo expressions aged up to five years. Comparable to QUI as a craft, additive-free, aged extra añejo producer focused on connoisseurs and luxury hospitality.
- 818 Tequila: Celebrity-backed (Kendall Jenner) premium tequila with an award-winning añejo lineup. Comparable to QUI as a newer-generation premium tequila brand building brand equity through PR-driven, scarcity-aware product launches.
- Patrón Tequila: One of the world's best-known premium tequila brands, offering aged añejo and extra añejo expressions at ultra-premium price points with global distribution. Directly comparable to QUI as a producer of premium aged tequila targeting the same luxury spirits consumer.
- Código 1530: Premium tequila brand sourcing from a private estate in Jalisco, with additive-free extra añejo expressions. Comparable to QUI in emphasizing estate-grown agave, additive-free purity, and aged sipping tequila for the luxury market.
- Casa Noble: Premium additive-free tequila with añejo and extra añejo expressions, also produced in Jalisco from Blue Agave. Comparable to QUI in the additive-free, aged tequila proposition and the artisanal Jalisco production approach.
- Casamigos: Celebrity-founded (George Clooney) tequila brand with a strong ultra-premium aged lineup. Comparable to QUI's positioning as a high-end tequila brand with global aspirational appeal and an emphasis on smooth, sipping expressions.
- Don Julio: Premium tequila house with a celebrated extra añejo expression (Real) and a deep aged-tequila portfolio. Comparable to QUI in targeting connoisseurs with high-end aged tequila and pursuing on-premise prestige distribution.
- Clase Azul: Ultra-premium Mexican tequila brand known for hand-crafted decanters, limited editions, and high price points. The closest direct peer to QUI in combining luxury positioning, limited-release scarcity, and collector-driven demand.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
QUI tequila social profiles
Digital presenceQUI tequila financial estimates
Financial estimateRevenue estimate
Valuation estimate
QUI tequila leadership team
Management profileNumber of profiles
Profiles4 records
QUI tequila funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
QUI tequila M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about QUI tequila
What does QUI tequila do?
QUI Tequila produces and sells ultra-premium extra añejo tequilas crafted from 100% Blue Agave grown in the Los Altos Highlands of Jalisco, Mexico, using a proprietary heart-only distillation process and aged for up to 12 years in Tennessee Whiskey and French Bordeaux barrels. The company markets a portfolio of core expressions (QUI Platinum, QUI Select 7 Year) and exclusive limited-edition collaborations (NOBU Rare Blend, NOBU 2008 Reserve, NOBU RARE KAWS colorways, Magnum Red) priced from $90 to $3,600, selling exclusively direct-to-consumer via its Shopify storefront with global shipping.
Is QUI tequila a public or private company?
QUI tequila is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was QUI tequila founded?
QUI tequila was founded in 1990. It employs 11 to 50 people.
Where is QUI tequila based?
QUI tequila is headquartered in New York, United States, in the North America region.
How does QUI tequila make money?
One revenue line is on record: direct E-commerce Tequila Sales.
Who are QUI tequila's main competitors?
Direct peers on record are Gran Patrón, Komos, Casa Dragones, 818 Tequila, Patrón Tequila, Código 1530, Casa Noble, Casamigos, Don Julio and Clase Azul.
Does QUI tequila have an API?
No public API is recorded for QUI tequila.
What industry is QUI tequila in?
QUI tequila's product category is Ultra-Premium Spirits (Extra Añejo Tequila). Its primary akta.pro industry code is CRADAIAC, Spirits Distilling & Brands, with a secondary code of CRANAAAJ, Premium, Rare & Collectible Alcohol Retail (Fine Wine/Spirits). Its NAICS code is 312140.