José Alonso Beckmann’s journey with Celosa Tequila is one of heritage, innovation, and ambition. A chance conversation during the pandemic sparked his mission to redefine tequila, fusing tradition with a bold, modern approach to create a one-of-a-kind Rosa tequila. Driven by creating positive change, the team at Celosa craft 100% organic tequila, cultivating agave without synthetic pesticides or fertilisers to nurture healthier soil and support biodiversity – all while raising the bar for the premium drinks industry. In this edition of Meet The Leader, we explore the principles that drive his leadership, the toughest lessons he’s learnt, and his vision for Celosa’s global expansion.
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Hi Jose! What inspired you to create Celosa Tequila, and how long have you been leading the brand?
It was serendipity. During the pandemic, I was talking with one of my now co-founders about blending our backgrounds – mine as the 12th generation of a tequila family and his deep expertise in the wine industry. We started experimenting, resting tequila in recently used red wine barrels, and the result was unlike anything we had seen before – a tequila with exceptional taste, depth and character. That moment sparked the creation of Celosa. From day one, I’ve been leading the brand, ensuring we set the standard for quality and innovation in the Rosa tequila category. .
If smooth, subtle and unique flavour notes make a great tequila, what three things do you think make a great leader?
- Clarity of vision – knowing where you’re going and why.
- Resilience – being able to adapt and push through challenges.
- Empowering others – a great leader creates opportunities for people to thrive.
What three things would the people around you say make you a great leader?
- Relentless drive – I set ambitious goals and don’t stop until we get there.
- Strategic thinking – I focus on long-term value and smart decision-making.
- Genuine passion – I believe in Celosa and inspire others to do the same.
What is the toughest lesson you learnt?
Growth isn’t just about ambition – it’s about execution. In the early days, I learned that having a great product and a strong brand isn’t enough; scaling requires discipline, the right partnerships and patience. The spirits industry is complex, and no matter how good your tequila is, distribution and market positioning are everything.
And the most rewarding?
Seeing Celosa on shelves, in people’s hands and hearing how much they love it – that never gets old. It’s rewarding to know that something I created is being enjoyed in meaningful moments, and that the brand is growing beyond just a product – it’s becoming part of people’s experiences.
What is the one piece of advice you wish you had been given early on in your career?
Surround yourself with the right people early. A great idea can only go so far without the right execution – and that comes down to the team, advisors and partners you work with. Finding people who share your vision but bring different strengths is key to building something sustainable.
What is your immediate focus for creating positive change as a leader for Celosa Tequila?
Right now, my focus is on expanding Celosa’s presence globally while staying true to our roots. We are scaling up in key markets, including the U.S. and Europe, ensuring that our tequila reaches the right hands without compromising on authenticity or quality. At the same time, we’re strengthening our relationships with on-premises accounts and ensuring our sales team has the tools they need to tell our story effectively.
And your long-term goal(s)?
Celosa’s long-term goal is to become the quality benchmark for the Rosa tequila category. We pioneered this space with a focus on craftsmanship, purity, and innovation, and we want to set the gold standard for what a Rosa tequila should be. This means continuously refining our process, ensuring exceptional quality and educating consumers on what makes Celosa unique. We aim to lead the category’s growth, expand into new markets, and solidify Celosa as the go-to Rosa tequila for those who appreciate authenticity and excellence.
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