Austin-based Verdadero Tequila is entering a new chapter. The brand, founded in Austin in 2020, has been under new ownership since August 2025, when Kentucky native Chase Deppen acquired the company. Now Deppen and the Verdadero team are rolling out a full relaunch: new visual identity, updated packaging, a campaign called “Made for More,” and an expanded distribution deal with Reyes Beverage Group, one of the largest beverage alcohol distributors in the country.
Verdadero is already sitting on shelves in every major Texas market through Twin Liquors and Spec’s. Over the next year, the brand plans to expand into Kentucky, California, South Carolina, Tennessee, Colorado, New York, Louisiana, Oklahoma and Florida.
The brand has also picked up a run of sponsorships that lean into its Austin roots: Verdadero is now the official tequila sponsor of the Texas Longhorns and Texas Exes, the official tequila sponsor of Texas Performing Arts, and an official supporting partner of Moody Center.
What sets Verdadero apart on the production side is a dual-region approach to sourcing. The tequila is made from 100%Â Blue Weber agave, natural spring water and wild yeast, with agave pulled from both the highlands and lowlands of Jalisco. The idea is to blend the bright citrus and minerality typical of highland agave with the earthier depth that comes from lowland fruit.
The agave itself matures for around eight years before harvest, and each piña is trimmed close to the heart to cut down on green plant material before it goes into traditional brick hornos for a slow roast that runs more than 50 hours. Fermentation takes about 60 hours. Each batch yields roughly 3,000 bottles, which keeps the operation firmly in small-batch territory.
Deppen, whose family has deep ties to the bourbon industry back in Kentucky, said the goal has been to sharpen Verdadero’s identity without losing what made it work in the first place. “Verdadero had all the things you cannot manufacture: a great product, an authentic story and a loyal following,” he said. “Our job now is to honor that foundation while building something with national potential.”
The lineup includes Blanco, Reposado and Añejo expressions, all built to work neat or in a cocktail. Suggested retail pricing runs $39.95 for the Blanco, $44.95 for the Reposado and $59.95 for the Añejo.
To find Verdadero near you, check the brand’s store locator. More on the brand is available at verdaderotequila.com.
