Suerte Tequila (NOM 1530) may be made in the highlands of Jalisco, but it’s proudly rooted in Boulder, Colorado. Suerte was built on a simple idea: make great tequila the traditional way—and keep it within reach.
Co-founder, Laurence Spiewak didn’t set out to create another celebrity-backed bottle or flashy vanity brand. He wanted something real. A tequila you’d be proud to pour—whether it’s in a proper Paloma, a strong Ranch Water, or just neat after a long day. And over the past decade, that vision has paid off.
Suerte is produced at Tequilera Simbolo, a private distillery in Atotonilco El Alto, Jalisco. That distinction puts it in rare company—just 2% of tequila brands operate their own distillery. Even rarer? Suerte uses 100% tahona crushing, an old-school method that results in a more authentic, nuanced flavor. Everything is made with care: slow-roasted agave, pristine spring water, and no outsourcing or shortcuts. It’s a top-shelf spirit without the top-shelf price tag.
If you’ve seen a bottle of Suerte before, you’ve probably noticed the rabbit. And yes, there’s a story there. Legend has it that centuries ago, a farmer’s wife noticed hundreds of rabbits—400 to be exact—joyfully lapping up the juice from fermented agave in her fields. She collected the liquid, brought it into the hacienda, and introduced tequila to the world. Eventually, she was crowned Mayahuel, the Aztec Goddess of Tequila. As for the rabbits? At Suerte, they’re heroes. And their spirit—playful, curious, and always up for a good time—lives on in every bottle.
The Suerte lineup includes Blanco, Blanco Still Strength (104 proof), Reposado, Añejo, and a 7-Year Extra Añejo. You’ll also find their award-winning canned cocktails: Margarita, Paloma, Ranch Water, and the newly released Mangorita. Every product is made with the same integrity and intention that defines the brand—from the bottle design to the last sip.
Want to try it at home? Here’s a Suerte Rabbit Paloma—perfect for summer:
– 2 oz Suerte Reposado
– ½ oz fresh lime juice
– A pinch of salt
– Top with grapefruit soda (like Squirt or Fever-Tree)
– Serve over ice with a grapefruit wedge
Whether you’re in Boulder, Denver, the mountains, or somewhere else entirely, Suerte is Colorado’s tequila—crafted in Mexico, celebrated locally, and made for people who care about what’s in the bottle and the buzz around it.
Keep an eye out for the Suerte Rabbit hopping around Colorado this summer—and next time you’re out, ask for Suerte by name.
Here’s to the rabbits.