Brent Hocking’s Vision: Purity, Patience, and the Creation of Tequila Purísima

Photo Credit: Tequila Purisima

For Brent Hocking, clarity isn’t just a quality of his tequila—it’s a philosophy of business and life. As CEO and founder of Tequila Purísima, Hocking has built his career on uncompromising standards: purity of process, patience in craft, and an unshakable belief that luxury is about rarity, not excess.

Hocking first disrupted the industry in 2009 with the Original DeLéon Tequila, setting new benchmarks for ultra-premium spirits. He went on to partner with Drake and create Virginia Black Whiskey,  and then Mod Selection Champagne.

Now, with Tequila Purísima, Hocking has distilled his vision into its purest form. Crafted in Purísima del Rincón—“Purest of the Corner”—it is a true one-of-one: one tequila, one distillery. The foundation is water drawn from three 400-meter-deep spring wells, independently tested as the purest natural source in Mexico. Paired with estate-grown agave and an additive-free ethos, Purísima represents the height of authenticity.

Exclusivity is central to the brand’s DNA. Available only through membership consideration at $400 per Blanco or $1,200 for the three-bottle collection, Purísima is designed for those who value discernment over display. Even the bottle reflects this ethos: a sculptural droplet with ridges echoing water’s movement, a Coa blade-inspired cap honoring Jimador tradition, and an unbranded, python-textured package—an emblem of understated luxury recognized only by those in the know.

In 2025, Hocking further expanded his vision with Brown Sugar Café Mexicana, a coffee-forward tequila that pays homage to heritage while pushing the category forward that’s hitting the market soon. Together, the two brands embody his relentless pursuit of innovation grounded in tradition.

For Hocking, tequila is more than a spirit—it’s a statement. “True craftsmanship requires patience, precision, and purity,” he says. “That’s what defines luxury. That’s what defines Purísima.”

Here, we go one on one with Hocking.

Photo Credit: Tequila Purisima

What inspired you to create Tequila Purisima, and how does it stand apart from your past ventures?

This wasn’t about going back—it was about going further. With Purisima, I wasn’t interested in repeating the past. I set out to create something more precise—an ultra-luxury spirit focused solely on purity, scarcity, and intent. It’s a refinement of everything I’ve learned, distilled down into a singular, uncompromising vision. More than a tequila brand—this is a reckoning.

When building a new luxury spirits brand, what’s the first element you focus on — the product, the story, or the audience?

It’s always the product first. Without that, everything else is just a distraction. You can’t manufacture legacy—you have to earn it one detail at a time. Purisima had to be exceptional from the inside out. The authentic story only matters if the spirit delivers, then the right audience finds you when the quality is undeniable.

Tequila is deeply tied to Mexican tradition. How do you balance honoring heritage while innovating?

You don’t innovate without respect. Everything about Purisima starts with reverence for the land, the agave, and the people who steward both. The brand is literally named Purisima and sits on our land in the town of Purisima del Rincon. The crowned top of our tequila is designed as the blade of the COA endured for generations in the process of Jimadors. The python box is a subtle homage in reverence of the serpent that guards the heart of Mexico’s flag – and the spirit within. Our methods are grounded in tradition—where we innovate is in refinement: spring water from the estate, oxygenated resting, an uncompromising additive-free philosophy. It’s innovation with integrity.

Can you walk us through the production process of Tequila Purisima? What makes it unique from other tequilas on the market?

We use only extraordinarily mature Blue Weber agave grown in mineral-rich soil, steam cooked perfectly balanced low and slow to preserve depth and complexity. Proprietary yeast for fermentation. Our water source is our own 400 meter deep springs—clean, pure, and incredibly pristine. And most importantly, we use zero additives—no glycerin, no sweeteners, no shortcuts. It’s that purity, combined with patience and intention, that gives Purisima its balance, structure, and long, elegant finish.

You’ve been behind some of the most recognizable luxury spirit launches. What does “luxury” mean to you when it comes to tequila?

Luxury, to me, is restraint. It’s what you don’t do—no shortcuts, no compromises. It means choosing the harder path because it leads to a better product. Luxury isn’t flashy, it’s foundational. In tequila, that means a liquid so pure and structured, it doesn’t need explanation—just a moment of silence after the first sip.

Photo Credit: Tequila Purisima

The bottle design is striking — what story does it tell?

It’s about reverence and understated elegance. We didn’t design packaging—we created an object of value. The bottle is meant as a drop of pure water. The weight, the sculptural lines, the custom closure—every detail was considered. It signals to the drinker: what’s inside matters. The bottle doesn’t need to shout. Like the spirit, it speaks with quiet conviction.

Who do you envision as the Tequila Purisima drinker?

Purisima isn’t for everyone—and that’s the point. It’s for those who recognize restraint as a form of refinement. People who don’t chase trends but invest in timeless quality. Collectors, tastemakers, and cultural leaders who value purity, authenticity, and scarcity.

What’s your personal relationship with tequila, and how has it evolved over the years?

Tequila was never just a drink to me—it was a misunderstood category waiting to be elevated. The Original DeLeón was my statement that tequila could compete with the world’s finest spirits. With Tequila Purisima, it’s become more personal. It’s not about disruption anymore. It’s about definition. This is the most refined version of my taste, my standards, and my philosophy.

How do you think Tequila Purisima fits into your legacy of redefining luxury spirits?

Purisima is the clearest expression of what I’ve been building toward. Every past venture taught me something, but this one reflects where I am now: focused, precise, intentional. If the Original DeLeón opened the door, Purisima draws the line in the sand. It’s the benchmark.

Looking ahead, how do you hope Purisima will influence the tequila category?

I hope it re-centers the conversation around quality and scarcity. There’s been a flood of celebrity-driven, shortcut-filled products. Purisima exists to show what’s possible when you return to craftsmanship and let purity lead. If it pushes the industry back toward authenticity, I’ll consider that a success.

Tequila has become the spirit of choice in the U.S. in recent years. Why do you think it resonates so strongly right now?

I think tequila is finally being respected. For a long time, it was misunderstood. Now, people are realizing that when it’s made with purity and authenticity, it can rival the world’s best spirits. People are no longer drinking just to drink – they’re making more selective choices, and tequila has risen to the top as the spirit of choice, especially when made well. They don’t necessarily drink less, but want to drink better. The ones that resonate are those made without additives, without compromise. That’s where the market is headed—toward honesty and intention. Tequila Purisima speaks to that shift. Not hype. Not trends. But rather, substance.