Nock Tequila did not begin as a carefully engineered global brand. It started with curiosity, connection, and a belief that Mexican spirits deserve to be shared with the world in their most honest form. The spark came when Jason, a Brooklyn-based entrepreneur, discovered the brand and reached out to founder José Pablo Rodriguez. What caught his attention was not just the tequila itself, but the name and the image—fresh, modern, and unlike what tequila branding looked like at the time. Early on, Nock’s aesthetic leaned closer to vodka than traditional tequila, which helped it stand out in a crowded category. Jason’s interest led to the first shipments into Brooklyn, marking the beginning of Nock’s international journey. A few years later, the brand entered a defining phase when Melissa Mathieson joined the picture. Her arrival changed everything. With deep experience across spirits, hospitality, branding, and even software, Melissa brought both structure and vision. Together, she and José Pablo made the difficult decision to rebrand while the company was still small. That rebranding and relaunch set the foundation for what Nock is today.

At its core, Nock is driven by partnership. José Pablo, an entrepreneur deeply embedded in Mexico’s spirits culture, and Melissa, now President of Nock USA, share a goal that goes beyond sales: to share the connection, joy, and depth of Mexican culture through agave spirits. Their working relationship is also a friendship, and that chemistry shows in how the brand operates; hands-on, transparent, and intentional. From the beginning, Nock focused on tequila, launching with a Blanco, Reposado, and Añejo. But as the brand gained traction, particularly in open-minded markets like Brooklyn, consumers began asking for more. Curiosity extended beyond tequila, and that naturally led Nock to mezcal. Unlike tequila, which has become a large-scale global industry, mezcal still lives largely in small palenques, made by producers using deeply traditional methods. José Pablo’s journey to Oaxaca exposed him to the richness of the region, its people, food, and colors. But also to the challenge of choice. Mezcal styles vary dramatically, and many modern expressions lean heavily into smoke to meet market expectations.

Nock chose a different path. Instead of chasing extreme smokiness, the team worked closely with their master mezcalero, Miguel Martinez, to create a balanced mezcal that respects the agave itself. Smoke is present, but it does not overpower the plant. The intention was never to create an “introductory mezcal,” but rather a thoughtful one. One that is complex, drinkable, and true to tradition without hiding behind intensity.

This philosophy reflects a broader belief that defines Nock: craftsmanship takes time. Agave spirits demand patience in a way few other categories do. Agave plants take years—sometimes decades—to mature. Mezcal agaves can grow for over 20 years; sotol can take 30. Cooking, fermenting, and distilling are slow, deliberate processes. That respect for time is something José Pablo believes sets Mexican spirits apart globally, and it is central to Nock’s identity. At the same time, Nock does not reject modernity. In tequila production, the brand openly uses modern tools such as autoclaves. What matters is how those tools are used. Nock slows down the cooking process to mimic traditional ovens, preserving agave character. One unique decision sets them apart: the natural agave honey extracted during cooking is added back into fermentation, creating a distinctive profile without additives. The result is a tequila that surprises people. Tastings often begin with disbelief. Smooth yet expressive, clean but full of character. Without additives, the agave shines through with green, grassy, and petrichor-like notes, balanced by natural softness rather than artificial sweeteners.

Transparency is non-negotiable for Nock. The brand is honest about not being a single-estate, family-owned distillery. It is equally open about its additive-free journey, even acknowledging that older additive-containing stock still exists in some markets. Rather than hide this, Nock has invited consumers to taste the difference for themselves, turning education into experience. Today, Nock is expanding globally, with strong momentum in Italy and a UK launch underway. Still self-funded until recently, the brand is now bringing on investors and growing its team carefully. Growth, however, will never come at the cost of philosophy.

For Nock Tequila, craftsmanship is not about rejecting scale. It is about earning it.

Header image sourced from Nock Tequila.