Visiting Tequila 512 HQ in Austin: It Was Even Better Than It Tastes!

Join me for an inside look at the unique branding, community-focused mission, and the passion behind the delicious Tequila 512 based in ATX.

Photo by Paty Sesma

Living in Austin has its perks, and one of the coolest ones is getting to connect with amazing local brands like Tequila 512. I recently visited their headquarters right here in Austin, and it was an unexpected blast! I had a lively chat with Fernando Chapa, their talented Project Manager, who shared valuable facts, mixology tips, and behind-the-scenes stories. He even dished out all the chisme on how Tequila 512 handled the whole Kendall Jenner tequila plagiarism situation. There’s more to the story than you might have heard.

But before we dive into the conversation, I want to send a huge thanks to Amanda Fluker, Events & Logistics Coordinator, and Erin Nosal, National Sales Manager, both at Tequila 512, for their support of new creators like me!

You can also check out the video interview in Spanish below. If you don't speak Spanish and therefore, usually stick to Margaritas, you're probably missing out on a lot of tequila knowledge. Dive into my chat with Fernando to get valuable insights and enrich your understanding of tequila!

Hola, ¿cómo estás?

My very first question was a basic one; I requested to know a little bit about Fern's role at the company.

Fern: Sure. I live in Austin, which is where our headquarters are. I handle most of our supply chain, so everything related to distribution, from Tequila to the US and the states where we sell. I also work on sales analytics, pricing in different stores, and incentives across states. Basically, I’m involved in marketing too.

Paty: So, your area is kind of a mix of marketing and supply chain?

Fern: Yes, exactly. And data analysis for our sales decisions.

Paty: That’s super interesting! You basically have the dream job if you love marketing and tequila. So, how long have you been with Tequila 512?

Fern: I was born in Monterrey, Mexico, but moved to Austin when I was young. I’ve lived here almost my entire life and have been with Tequila 512 for about a year and a half.

How did Tequila 512 came about?

Fern shared that Tequila 512 started around 13 years ago in Austin. It was founded by Scott Willis, who had been a tequila enthusiast for years. However, the company was bought by new owners during the pandemic in 2021. These new owners have various businesses in the US, but this is their first venture into tequila and liquor. Since 2021, the company has been revitalizing the brand with new marketing and a refreshed logo.

Paty: After this acquisition, is Tequila 512 is still produced in Jalisco, Mexico?

Fern: We still produce in Jalisco with the same people, our great friends from La Cofradía; our motto is "Born in Mexico, Grew in Austin."

Paty: Does Tequila 512 distribute only in the US?

Fern: Right now, it’s just in the US, including Hawaii, Puerto Rico, and Alaska.

Paty: Then, eventually your motto is going to evolve to: "Born in Mexico, Grew in Austin, Enjoyed Worldwide."

What’s the message behind Tequila 512?

Fern: We want to communicate a sense of local community and showcase what Austin is about—lively, versatile, and vibrant. Of course, it’s a great tequila, but we also aim to be a prominent local brand that highlights all the cool things about Austin. The main goal is to be a local Austin company that celebrates the community while maintaining that unique Austin vibe.

What’s the story behind the bright yellow color of your branding?

Fern: The bright yellow is very eye-catching and memorable. It stands out in stores and bars, making it easy for people to spot our bottles. It’s designed to be a striking color that people will remember.

Paty: I considered this to be my top question since, as a marketing expert, I love the impact of the brand and the irresistible vibrance of the yellow color that just won’t let you pass by a Tequila 512 bottle and ignore it. In fact, the very first time I tasted it was because I loved the label.

Photos by Paty Sesma at Tequila 512 HQ

What’s the most fun part of working at Tequila 512?

Fern: The coolest thing is how our various brands come together. For example, our paddle-board brand, SupATX, is also owned by our partners. They created a paddle-board with the Tequila 512 logo. Living in Austin, it's a great activity to enjoy all its lakes. Plus, we also have a music studio here where we support local artists, as Austin is the Capital of Live Music. It’s all about building a strong local community. Tequila 512 is not just about professional partnerships or collaborations but more about building friendships and strong relationships rather than just customer-business connections. It’s all about community and sharing experiences.

Photo by Paty Sesma

Tequila 512 Always Present

I mentioned to Fern that I have attended many events in the city such as SXSW and other events that support entrepreneurs, Latinos in Tech, or LGBTQ events, and I always see Tequila 512 sponsoring and supporting various groups.

Fern: We love being part of the local scene. We’re proud to be involved and support the local culture.

What's a fun thing that happens behind-the-scenes?

Fern: We value the importance of team building; therefore, the Tequila 512 team usually experiences outings and goes paddle-boarding on the lake. It's very important to have a strong working environment as that's what is projected through the product we sell. Everyone is not only an employee but rather a consumer who promotes the brand they love.

Paty: I agree; when one is in love with a brand, the promotion comes naturally as it is a part of who we are authentically and, of course, our culture.

Any memorable interaction we must know about?

Fern: Well, one interesting story happened when the 818 Tequila brand launched with a similar concept, logo, and packaging to ours. Of course, this could be considered a good and bad story at the same time, as they tried to copy everything we had created here; they even tried to use the same distillery in Jalisco, La Cofradía. It was a bit of a mess, but it also brought us a lot of free attention. We now see it as a compliment, like it's usually known, "imitation is the most honest form of admiration.

Any Mixology Tips?

I asked Fer to tell me about the different types of tequila they offer and any recommendations for the best way to enjoying them.

Fern: We have Blanco, Reposado, and Añejo. For a Margarita, I’d go with Blanco. My personal favorite is Reposado—it’s smooth and great for sipping. You can also mix it with Ranchwater, which is a very Texan type of mixology. And if you love Añejo, like Paty, it’s perfect on its own or in a more refined cocktail. I also recommend the very Austinite Mexican Martini with Reposado or Blanco.

Photo by Paty Sesma

Paty: Well, Fern, I love the story of how Tequila 512 has become part of Austin’s unique culture. This has been an incredible talk and I truly appreciate your time in sharing all this! thank you so much for this casual and enlightening chat. ¡Salud!

Fernando: Thank you, Paty. Salud!

Watch the full talk here.