Frank Acosta on Making Not Another Tequila Brand

The entrepreneur has spent the past six years immersed in the industry, studying the lore, grinding over the processes, sizing up the competition, ruing the celebrity investments and making his own judgements on what constitutes cultural appropriation. He doesn’t like what tequila has become, and in elevating his new eponymous brand, a range of ultra-premium añejo tequilas so smooth, creamy and sophisticated they barely fit the category, he’s not about to pull any…