The News
Pronghorn announced an investment in Humano Tequila, a brand named for its focus on the human side of tequila making. The brand is recognized as one of the top 30 fastest-growing tequila brands in the U.S., with a product crafted by four generations of agave growers in Jalisco. The partnership was announced on April 6, 2026, in Alpharetta, GA.
The Takeaway
- Clean Product Focus: Humano Tequila stands out with its additive-free, single-estate tequila that’s both complex and accessible, appealing to consumers who want quality without premium pricing. This approach aligns with current consumer preferences for transparency and simplicity in ingredients.
- Strategic Partnership: Pronghorn, a business incubator, is backing Humano Tequila, which has been named one of the top 30 fastest-growing tequila brands in the U.S., showing confidence in its market potential and brand positioning.
- Expert Leadership: The founders of Humano Tequila have extensive experience in the spirits industry, with over 40 years combined, ensuring the brand’s quality and innovation are backed by seasoned professionals. This expertise helps position Humano as a serious contender in the premium tequila space.
- Cultural & Environmental Commitment: Humano Tequila is rooted in its cultural and environmental values, emphasizing the human aspect of tequila production and sustainable practices, which can differentiate it in a competitive market.
Original Press Release
Pronghorn, a standalone business incubator dedicated to driving purpose and profits in the spirits industry, today announced an investment and partnership with Humano Tequila, a brand named to celebrate the human side of making Tequila and its commitment to the land and the hands that shape it. This dedication results in an additive-free, single-estate, clean, and complex premium tequila at an accessible price. This formula has led Nielsen data to identify Humano as one of the Top 30 fastest-growing tequila brands by absolute revenue growth in the U.S.
Led and founded by two industry spirits experts from Mexico with over 40 years of combined experience, Luis Abundis / CEO, former VP of Sales of Still Austin Whiskey, and Anahí Rivera, former National Director of Tequila 1921, supported by co-founders who have led and transformed the spirits industry for decades, John Beaudette, Craig Kodish, and Michael Cooper. With a product crafted by four generations of agave growers and tequila makers in the Highlands of Jalisco, this collective team operates with a simple, shared mission: Create a brand with a meaningful story in a world pushing toward the artificial, where shortcuts replace craft and hype overshadows heritage, we must stay human, because just like people, tequila is at its best when it is real.
"Humano Tequila has shown incredible velocity. By partnering with Humano Tequila, we are fueling a brand that is not only culturally rooted but commercially explosive, said Ron Cole, President of Pronghorn. “Our investment portfolio is demonstrating that equity and excellence are a powerful combination, delivering results, and Humano Tequila is another great brand with a great leadership team."
As part of its commitment to the people behind the brand, Humano Tequila drives meaningful social impact by sharing a portion of sales proceeds directly with its farmers and their families.
"Humano is more than a tequila; it is a spirit with a soul," said Luis Abundis, CEO of Humano Tequila. "From the farm to the glass, our goal has always been to create real tequila made by real humans. This strategic partnership allows us to amplify our meticulous craftsmanship and continue our trajectory as one of the industry's most exciting growth stories."
Beyond capital, Pronghorn is actively recruiting the executive talent necessary for Humano’s next phase of expansion. By identifying key leadership additions and optimizing market expansion efforts through its dedicated Talent Sourcing team, Pronghorn is ensuring Humano has the human capital to match its revenue growth. This investment underscores Pronghorn’s commitment to accelerating access and delivering outsized returns for founders reshaping the spirits landscape.
To learn more about Pronghorn, please visit www.pronghorn.co. To learn more about Humano, please visit www.humanotequila.com/
Source: EIN Presswire