Flor de Azar is a citrus liquor / triple sec made from all Mexican citrus, botanicals and spices. We have high hopes we can have success as a well-priced, Mexican-made triple sec in premium margaritas, and have distilled it to be nuanced enough to stand alone as an aperitif in its own right – a hallmark of our amazing distiller and her team.

Aiming to create what we call “the best supporting character” of the margarita – an orange liqueur of superior quality – which can simultaneously showcase and celebrate the diverse flavors of Mexico, we sought out and partnered with Hillhamn Salome, founder in 2015 of Flor de Luna micro-distillery in Mexico City, and maestra destiladora behind labels like Xila Aperitif and Condesa Gin. Distilling spirits since her early teens, Hillhamn’s masterful work balancing Mexican botanicals in her spirits has been winning her increasing accolades.

Today, bottled water is a #1 consumable, but plastic has never had a worse reputation. Bottled water is the #1 beverage in the U.S. by volume — 47.3 gallons per person in 2024, 16.4 billion gallons total.

Microplastics, PFAS and plastic-free headlines dominate every major publication — NY Times, Washington Post, The Guardian, Fox News. Consumer demand for aluminum alternatives is at an all-time high.

Deliver the highest quality American water in sustainable, accessible and culture-first packing.

cowboywater.co

The aperitivo ritual is having its biggest cultural moment outside of Italy — but the category is still dominated by alcohol. The non-alcoholic beverage market in the U.S. reached $395 billion in 2024, with no-and-low alcohol growing at 7% annually and projected to outpace every adjacent category through 2030. 

Sober curiosity, GLP-1 adoption, and "mindful drinking" dominate every major lifestyle publication — Vogue, The New York Times, Bon Appétit, The Cut. 

Consumer demand for sophisticated, alcohol-free alternatives to wine and spirits is at an all-time high. We hope to share the Italian aperitivo experience — bitter, botanical, and beautiful — and bring that ritual to American consumers.

Long time friends Ithalia Johnson, Joe Ellison, and Toby Tyler reunited in Harbour Island in 2014, brought together by their shared love of music, they decided to collaborate on a new rum project. After gaining local acclaim and winning multiple awards, they joined forces with a team of spirits veterans in the hopes of broadening distribution across the Bahamas and throughout key rum markets in the US.

Fallen Grape sets itself apart by providing fresh, delicious wine at an accessible price point. They offer consistent product that is readily available year round – offering natural wines that are grown from organically farmed red and white grapes. Their hero product is ‘Mother’ – a natural orange wine grown in the Santa Ynez Valley.

Fallen Grape is on track to become largest domestic producer of natural, orange wine. They are sold in Whole Foods, Erewohn, and many other grocery chains, bottle shops, and restaurants across the US.

Diageo’s the Bar filled a gap for one of the world’s largest spirits conglomerates – rarely are they ever able to offer their loyal consumers a differentiated experience (nor one that they can full own). Diageo’s goal was to offer a centralized online platform that allowed consumers to find rare SKUS, customize gifts for loved ones, and make a direct connection with their customers.

JAJA Tequila was one of the earlier entrants into the US-focused tequila category – and made waves with beautiful branding, a digital-heavy strategy, and accessible pricing. With later investments from the Chainsmokers, and then Proximo Spirits, JAJA has grown to a nationally-recognizable brand across the country.