OUR ORIGIN STORY
OVER 12 GENERATIONS
IN THE MAKING.
Celosa was conceptualized by Jose Alonso Beckmann and Esteban G. Beckmann, stemming from a 12-generation tequila family that founded Jose Cuervo in 1795, along with his cousin Javier Alonso and friend Paul Pietrini with a mission to bring a new chapter to the tequila industry while retaining authenticity and quality.
Paul has been immersed in the world of luxury brands since an early age, with his grandfather serving as the CEO of Chanel in the 1980s and then working closely as one of the top advisors for LVMH. Continuing the family’s lineage, Paul’s uncle Hugo carries forward the legacy as the Vice President of LVMH, leading the spirits division.
With love and passion imbued in every bottle, Celosa showcases Mexico’s exquisite beauty in a new light.
A FIRST OF ITS KIND
Inspired by 12 generations of craftsmanship and generational knowledge passed for over 200 years, Celosa was conceived as an innovative, best-in-class tequila. Joven Rosa is considered a new category of tequila, with Celosa being the first brand to create and launch a product in this category.
Our journey began by joining forces to experiment with creating a proprietary blend of aged tequila, carbon filtering it for ultimate clarity and smoothness, then resting the blend for 28 days in French oak red wine barrels.
The result was otherworldly, the discovery of a new kind of love for tequila. Smooth, subtle, and with unique flavor notes complemented by an elegant natural rosé hue, Celosa was born.