A few weeks ago, one of our members from New York, Jack, dropped this into our community feed:
"I saw this about House of Rare and thought to share. Sometimes it's hard to tell how 'real' parts of this investing space are vs. just an echo chamber, so it's really cool seeing this kind of external validation. Congrats! (This is coming from a non-investor)"
What Jack found is this: Robb Report had just given House of Rare Genesis PX ultra-premium tequila a glowing review.
Nobody tipped them off. Nobody paid for placement. A non-investor in our community stumbled across it and shared it because he thought we'd want to know.
That's exactly how good news travels when it's actually good.
Word is getting out
Robb Report isn't alone. The Agave Social Club (90,000 IG followers) is one of the most respected independent tequila voices out there. Run by Doug, a WSET Agave Master, he has been covering House of Rare’s every move. InsideHook called the Genesis "interesting, unique and, at its best, exceptional tequila." More coverage is coming.
Doug, who runs Agave Social Club, is arguably the world's top influencer for serious tequila followers. He's authentic, not a sellout, and people take his reviews very seriously. Watch his explainer and review of House of Rare (Founder's cut blanco) and see for yourself.
Here's what I find interesting about all of it: for the better part of two years, CEO Miguel Ortiz and the HoR team were making something genuinely unusual and most of the world had no idea.
Don't get me wrong, we knew. And other insiders knew. The people who didn't probably reached for Casamigos (which is facing class-action lawsuits over using additives) and called it a day.
It's amazing to see this all change as we speak. Even the most hardcore tequila collectors and aficionados are getting blown away by a) the quality Miguel brings, and b) the fact that it's from a new distillery with the guts to do things differently.
Most distilleries are bound by the tradition and generational heritage that you see so much in tequila marketing. But Miguel is an outsider, so he's free to run science experiments, take risks, and create some of the most unique, best-tasting tequila in the world.
It's been great to play a huge part of Miguel's journey from the very beginning. Clockwise from top-left: 1) Miguel speaking at our very first investor trip to Jalisco in Feb 2024, 2) Miguel me & Wyatt in front of our Tequila I SPV barrel investment, 3) Hosting our first Flight Nights Event at the Beekman Hotel in NYC last month, 4) Buffalo Trace bourbon casks at Cascahuin distillery in Arenal.
There is no one else in the tequila scene that has shown up out of nowhere, acquired a distillery (Herencia de Agaves, our Tequila II SPV) and starts releasing some of the best juice anyone has ever tasted. It just doesn't usually happen. It's rare.
Three months finishing in Pedro Ximénez Sherry casks.
100% pure agave. No additives.
That last part matters. A lot of names you recognize in the premium tequila market cut corners (even those in the tallest, most ornate bottles on the the top shelf.) They add glycerin and vanilla extract to "fake" smoothness.
Or perhaps they throw in some acid-thermal hydrolysis to speed up production (industrial acids instead of a traditional brick oven).
House of Rare doesn't use additives. What you get with the Genesis PX is the result of old-school production, serious barrel selection, and three years of patience: bourbon-cask caramel and vanilla, then the dried fig and dark raisin complexity from the PX Sherry finish.
This is tequila that whisky & cognac lovers reach for.
No hyperbole, it's simply some of the best stuff I've ever tasted in my life.
Miguel's been on the road
Over the past few months, Miguel has taken the Genesis PX on a small roadshow through intimate Flight Night events and other tequila masterclasses.
The first Flight Night was at Beekman Hotel in lower Manhattan. Miguel led a 45-minute masterclass from a penthouse terrace, walked the room through our tequila investments, and then opened the Genesis PX. The second was in Laguna Beach, where people flew in from Dallas, Hawaii, and even Mexico for a tequila tasting steps from the water. That travel radius tells you something.
What's crazy is that several of the investors who wrote checks to us three years ago were finally tasting the finished product for the first time.
One attendee looked at their glass and said, "Wait, I own this?" Another said, "I don't even like tequila" before tasting PX Genesis.
Afterwards? Silence, then disbelief. That's the convert moment. It happened to me. It'll happen to you too.
Try it for yourself: Buy a bottle
To be clear: this is a sale of actual bottles, not a registered investment.
The inaugural lot is limited to 1,000 bottles, each in a crystal decanter. There is no waiting for barrels to mature or combing aftermarket sites. $229.99 + tax and you get the best tequila on the market delivered to your door.
Use code SHIP4FREE at checkout for free shipping (code is embedded into the link)
Note: TN, MA, OH, WA, MT, ID, UT, HI and AK cannot receive alcohol shipments due to state-level regulations. For international orders, reach out to Miguel directly - the team is working on it.
..Or flip it!
Instead of cracking open the bottle yourself, you can also sell it on a secondary platform.
Tequila secondary markets can move in any direction. I have no idea what happens next. What I can tell you is what has actually happened with prior HoR releases, and let you draw your own conclusions.
The Founders Cut launched at $170. It sold out in two days. It's now listed at $400.
I paid $175 for an earlier HoR/Cascahuin collaboration. That bottle is now worth $700. My wife won't let me sell it. I'm not fighting that.
(For anyone who wants to explore secondary sales, BAXUS is the platform we recommend. Use code ALTSDEAL for free vaulting.)
All the new recognition means more people are paying attention now than a year ago. That's either an argument for moving quickly, or a reason to wait and watch the secondary market. Your call.
I'll leave you with one last testimonial from Agave Social Club:
