Chrome Horse Society

What Chrome Horse Society does

Chrome Horse Society is a privately held luxury tequila brand founded in 2022 by Jack Morgan and headquartered in New York. The company's single flagship product is a triple-distilled Blanco tequila sold at $75.49 per 750ml bottle, targeted at affluent consumers reached through experiential marketing at equestrian events, fashion weeks, and luxury nightlife venues rather than traditional advertising. The brand has accumulated six industry gold and silver medals between 2023 and 2024 across competitions including the SIP Awards, San Francisco World Spirits Competition, Tequila & Spirits Magazine Awards, Denver International Spirits Competition, and the Beverage Testing Institute.

Production is outsourced to Leyros Distillery in Jalisco's Tequila Valley. The tequila is made from 100% Blue Weber agave using a multi-step diffusion extraction process in place of traditional cooking, which the manufacturer reports reduces water consumption by 50% and steam energy by 60% while utilizing roughly 99% of the agave plant. The spirit is triple-distilled in copper-plated column stills. Beyond the core Blanco, the product portfolio has expanded to include at least nine ready-to-drink cocktail SKUs (including Margarita, Espresso Martini, Blanco Negroni, Paloma, and Highball variants), limited-edition chrome bottles, multi-bottle bundles, and branded goblet sets.

The business model is direct-to-consumer only via a Shopify storefront, with US-only fulfillment requiring adult signature (21+) and free shipping on orders of two or more bottles. A subscription option provides 5% savings with monthly, bi-monthly, or quarterly recurring deliveries. The company recently launched a separate EU storefront (eu.chromehorsesociety.com), signaling international expansion. Revenue is supplemented by event activations where the brand serves as official or featured spirit at venues such as the 2026 Winter Equestrian Festival (approximately 140 cases consumed across the season), the Longines Global Champions Tour, NYFW, Art Basel, and hospitality venues in Mykonos.

Name

Chrome Horse Society

Legal name

Chrome Horse Society

Website

https://chromehorsesociety.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Chrome Horse Society is a luxury Blanco tequila brand founded in 2022 by Jack Morgan in New York, selling a triple-distilled tequila at $75.49 per bottle directly via Shopify, marketed through experiential sponsorships at equestrian, fashion, and nightlife events.

Ownership category

akta.pro rank

Product category

Premium Spirits

NAICS

Distilleries (31214), Distilleries (312140), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482), Beer, Wine, and Liquor Retailers (445320)

SIC

Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Spirits Distilling & Brands (CRADAIAC)

akta.pro secondary industries

Spirits Retail & Whiskey Shops (Off-Premise) (CRANAAAD), Fine Wine & Luxury Spirits Retail (CRANABAE)

Keywords

• Premium blanco tequila
• Luxury agave spirits
• Ready-to-drink cocktails
• Direct-to-consumer spirits
• Blue weber agave tequila

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Technology or R&D, Personnel

Revenue model

1. Bottle Sales: Direct-to-consumer sales of 750ml bottles of Chrome Horse Society Blanco Tequila at $75.49 per bottle. Free shipping on orders of 2+ bottles. One-time purchase or subscription options available.
2. Subscription Model: Customers can subscribe for recurring deliveries with 5% savings. Delivery options include monthly, bi-monthly, or quarterly delivery schedules.
3. Bundles and Accessories: Sale of bundle packages (Entertaining Tray Bundle, Chrome DUO Bundle, Goblet Bundle) and accessories (Goblet Sets, Limited Edition Chrome Bottles, Candles) to complement core tequila sales.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels9 records

Core offering

Chrome Horse Society produces and sells an ultra-premium triple-distilled blanco tequila made from 100% Blue Weber agave sourced from Jalisco's Tequila Valley, manufactured by Leyros Distillery using a sustainable diffusion-based extraction process. The brand sells bottles, ready-to-drink signature cocktails (Margarita, Espresso Martini, Negroni, Paloma, Highball, Mango Margarita, Watermelon Spritz), limited-edition bottles, bundles, and branded goblets directly to consumers through its Shopify e-commerce platform with subscription options.

Product overview

Chrome Horse Society is a luxury tequila brand offering a single core product line: its flagship Blanco Tequila made from 100% Blue Weber agave and triple-distilled. The portfolio includes ready-to-drink cocktails (Margarita, Espresso Martini, Blanco Negroni, Paloma, Highball, Rocks, Mango Margarita, Watermelon Spritz), limited edition bottles, bundles, and branded accessories. The products position the brand in the premium luxury spirits market through experiential marketing and partnerships.

Differentiator

Problem solved

Functional benefit

Products and services

• Chrome Horse Society Tequila Blanco The flagship 750ml triple-distilled bright platinum silver blanco tequila made from 100% Blue Weber agave, featuring high notes of citrus, layered aromas of spicy pepper, and lingering warmth of fragrant sweetness. Sold at 40% Alc/vol for $75.49 per bottle, designed for both sipping neat/on the rocks and use in cocktails.
• Chrome Horse Margarita Ready-to-drink signature margarita made with Chrome Horse Society Blanco Tequila, fresh lime juice, and agave syrup, positioned as an elegant yet complex cocktail for direct consumer purchase.
• Chrome Horse Espresso Martini A dark, boozy ready-to-drink espresso martini combining Chrome Horse Society Blanco Tequila (providing dry spice and vegetal notes) with agave nectar richness, sold direct-to-consumer.
• Chrome Horse Blanco Negroni A bittersweet, boozy white Negroni centered on Chrome Horse Society Blanco Tequila, balanced with gentian bitterness and blanc vermouth sweetness.
• Chrome Horse Paloma A bright, citrusy ready-to-drink Paloma variation that highlights the top notes of Chrome Horse Society Blanco Tequila with grapefruit bitters.
• Chrome Horse Highball A dry, refreshing, agave-forward ready-to-drink highball with cucumber bitters that emphasize the vegetal character of Chrome Horse Society Blanco Tequila.
• Chrome Horse Rocks Chrome Horse Society Blanco Tequila served on the rocks and garnished with an orange half wheel, allowing the spirit to soften and open up with dilution for direct consumer purchase.
• Chrome Horse Mango Margarita A luxurious ready-to-drink tropical mango margarita with subtle heat from Aji Amarillo, elevating the classic margarita profile.
• Chrome Horse Watermelon Spritz A refreshing ready-to-drink spritz combining fresh watermelon and mint, finished with crisp sparkling wine.
• Limited Edition Chrome Bottle A limited-edition, all-chrome sculptural bottle representing a futuristic reimagining of the brand's aesthetic, sold for $99.99 as a collectible luxury tequila format.
• Chrome DUO Bundle A two-bottle bundle of Chrome Horse Society Tequila Blanco sold for $175.48 with free shipping, targeting gifting and premium home entertaining.
• Chrome Horse - Goblet Bundle A holiday/gift bundle combining two bottles of Chrome Horse Society Tequila with branded goblets, sold at a discounted $100.00 (regular $145.48).
• Chrome Horse Society Goblet Set A branded goblet set sold for $69.99 as an accessory supporting the consumption and presentation of Chrome Horse Society Tequila.

Quantifiable outcome

• Consumed 140+ cases at 2026 WEF events
• +1 more outcomes

Named customers11 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

17 partnerships are on record, tiered core, flagship and minor.

• New York Empire (Georgina Bloomberg's team)coreGTM or Marketing Partner · 7 April 2026Year-long global partnership spanning the 2026 Longines Global Champions Tour, marking the brand's first major presence at the equestrian circuit. Partnership includes VIP hospitality experiences, blind tastings, and private kickoff events. Brand gains visibility at every major stop of the international circuit in key luxury markets.
• Longines Global Champions TourcoreGTM or Marketing Partner · 7 April 2026Partnership positions Chrome Horse across every major stop of the international equestrian circuit, delivering sustained visibility in key luxury markets including Miami Beach for the 20th anniversary event.
• Winter Equestrian Festival (WEF)flagshipGTM or Marketing Partner · 26 January 2026Chrome Horse Society named Official Tequila of the 2026 WEF in Wellington, Florida. The partnership includes the debut of the festival's first-ever signature cocktail, the Show Pony, served throughout the 13-week season in commemorative cups. A bottle is presented weekly to the Martha Jolicoeur Leading Lady Rider Award winner. The brand expanded its role into hospitality, cocktail programming, and social experiences.
• Leyros DistillerycoreOEM/ Whitelabel/ Licensing PartnerLeyros Distillery in Jalisco's Tequila Valley produces Chrome Horse Society Tequila. The distillery is known for sustainable spirits production using modern distillation techniques, providing the manufacturing capability for the brand's triple-distilled premium tequila.
• Boggi MilanominorGTM or Marketing PartnerChrome Horse Society joined Italian fashion house Boggi Milano to celebrate the opening of its new Miami store with cocktails featuring signature espresso martini and margarita variations.
• ELLE MagazineminorGTM or Marketing PartnerChrome Horse Society Tequila and ELLE hosted an exclusive NYFW soirée at Sloane's at The Manner Hotel celebrating the debut of ELLE Collections, with specialty cocktails designed to echo the fall collection's autumn tones.
• alice + oliviaminorGTM or Marketing PartnerChrome Horse was served at alice + olivia's Spring Fling in Dallas, featuring specialty cocktails during an evening of fashion, music, and philanthropy benefiting the Children's Cancer Fund.
• Club Bohemia at Gitano NYCminorGTM or Marketing PartnerVenue partner for Tony Awards after-party celebrating Luke Evans, featuring Chrome Horse signature cocktails and a sophisticated Glam Rock and Camp aesthetic.
• Donde Esteban x The Standard MiamiminorGTM or Marketing PartnerChrome Horse Society took center stage during Art Basel as the featured spirit at an exclusive event celebrating the finale of a five-week collaborative pop-up and capsule collection at The Standard Spa, Miami Beach.
• Nicecream MykonosminorGTM or Marketing PartnerChrome Horse partnered with Nicecream, the celebrated Mykonos patisserie, on a tequila-infused sorbet: a Margarita Lychee with Basil & Spices creation during summer 2025 season.
• Cavo Tagoo MykonosminorGTM or Marketing PartnerWeekly parties at the iconic Mykonos venue throughout summer season as part of the brand's seasonal nightlife presence.
• Lío MykonosminorGTM or Marketing PartnerLegendary after-parties at Lío Mykonos featuring world-renowned DJs including Cedric Gervais and DMTRI.
• BDXY (Luke Evans' fashion brand)minorGTM or Marketing PartnerChrome Horse Society and BDXY co-hosted multiple events including a holiday celebration at PUBLIC Hotel, Tony Awards after-party, and Cabo celebration for the BDXY collection launch.
• 12th TribeminorGTM or Marketing PartnerChrome Horse was the spirit of choice for 12th Tribe's first ever Tribe Table, an intimate gathering of style influencers and editors at Agave House Malibu during Pre-Coachella events.
• National Polo CenterminorGTM or Marketing PartnerSponsor of National Polo Club 2024 Finals, connecting the brand's equestrian heritage with prestigious polo events.
• LadyLand FestivalminorGTM or Marketing PartnerChrome Horse Society was the exclusive luxury tequila sponsor of LadyLand Festival in Brooklyn, featuring VIP lounge presence and backstage hospitality for headliners Cardi B and FKA Twigs.
• Dsquared2 (Dean and Dan Caten)minorGTM or Marketing PartnerFashion designers Dean and Dan of Dsquared2 attended Chrome Horse's Mykonos summer anniversary party at Porto.

Scale indicators4 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Casa Dragones: Small-batch ultra-premium sipping tequila positioned as a luxury sipping spirit. Comparable on craftsmanship narrative (extra-artesanal production), ultra-premium price, and trophy-bottle gifting positioning.
• DeLeón Tequila: Celebrity (Sean 'Diddy' Combs) associated premium tequila with luxury lifestyle ties and event-driven marketing. Comparable as a celebrity-backed, premium-priced tequila using experiential activations to build brand equity.
• Gran Coramino: Kevin Hart-backed premium tequila from Casa Lumbre, built around cultural credibility and event-driven activations. Mirrors Chrome Horse Society's celebrity + lifestyle activation GTM strategy and premium positioning targeting affluent multicultural consumers.
• Casamigos: George Clooney/Rande Gerber-founded super-premium tequila that scaled via celebrity social proof and experiential positioning before being sold to Diageo for $1B. Closest comparable of an ultra-premium DTC-style tequila achieving scale through lifestyle branding rather than legacy distribution.
• 818 Tequila: A celebrity-backed (Kendall Jenner) ultra-premium blanco/reposado/añejo tequila launched as a DTC and event-driven lifestyle brand. Closely mirrors Chrome Horse Society's playbook of celebrity-led experiential marketing, premium pricing, and digital-first distribution.
• Casa Del Sol Tequila: Eva Longoria-founded ultra-premium tequila positioned as a female-forward luxury lifestyle brand. Highly comparable as a small, founder/celebrity-led, experiential-marketing-driven luxury tequila with premium DTC pricing.
• Clase Azul: Ultra-premium Mexican tequila with collectible hand-painted decanters and a luxury hospitality/celebration gifting positioning. Comparable to Chrome Horse Society on ultra-premium price point, gift/lifestyle presentation, and trophy-shelf aesthetic.
• Código 1530: Celebrity (George Strait) and lifestyle-backed premium tequila positioned around authenticity and craftsmanship. Comparable DTC model, premium price point, and prestige association strategy to Chrome Horse Society.

Broad incumbents

• Patrón Tequila: Bacardi-owned ultra-premium tequila incumbent that established the premium tequila category benchmark. Comparable as a competitor within the same shelf set, but at vastly greater distribution scale and brand awareness.
• Don Julio: Diageo-owned premium tequila portfolio (Blanco, Reposado, Añejo, 1942) that defines the luxury tequila trade channel. Overlaps with Chrome Horse Society on premium positioning and blanco SKU competition, but operates at scale across on-premise and off-premise.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/chromehorseofficial
• Instagraminstagram.com/chromehorsetequila
• Pinterestpinterest.com/chromehorsesociety/_created

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Chrome Horse Society