Brothers in Business: The Journey of Los Hermanos Tequila
What started as a deep appreciation for tequila during the COVID-19 lockdowns led brothers Donta and William Henson to Jalisco, Mexico, where they immersed themselves in the craft of tequila-making.
In this interview, Donta shares how they turned that passion into a business, the challenges of funding and distribution, and the dynamics of working with family.
What inspired you and your brother to start this business?
During the COVID-19 lockdowns of 2020, we had a lot of time to explore and truly appreciate tequila—not just as a drink, but as a culture. We started diving deep into its history, craftsmanship, and the different expressions that define great tequila.
The more we learned, the more we realized we had a vision for something unique. We believed we could create a brand that delivered exceptional tequila and told a story that resonated with our community. So, we took a leap of faith, traveled to Jalisco, and immersed ourselves in the process.
That trip solidified everything—we weren’t just tequila lovers anymore; we were tequila makers.
How have you funded the business thus far?
Like most entrepreneurs, we started with our savings and bootstrapped in the early days. But we knew from the beginning that scaling a spirits brand requires real capital.
We’ve leveraged small business loans, strategic partnerships, and pitch competitions to secure funding. We’ve also been fortunate to work with organizations like Pronghorn, which is dedicated to supporting Black-owned spirits brands.
Every dollar we’ve put into this business has been intentional, making sure we’re growing sustainably while staying true to our vision.
As brothers, how do your strengths complement each other in running the business?
The best part about working with family is knowing each other’s strengths inside and out. I bring a background in operations, sales, and relationship-building, which is key for distribution and scaling.
William is the creative force—he’s got an incredible palate, a deep knowledge of tequila, and a talent for brand storytelling. We challenge each other in the best way possible, and that balance has been key to making Los Hermanos what it is today.
What was your approach to securing retail and distribution deals?
Relationships and persistence. The spirits industry is built on trust, and we knew we had to prove ourselves—not just with a great product, but by showing up, telling our story, and delivering results.
We knocked on doors, we poured samples, we built relationships with retailers, restaurants, and distributors one by one. Winning awards helped validate the quality of our tequila, but what sealed the deals was our ability to drive sales and create demand in the markets we entered.
If you could share a bottle of Los Hermanos with anyone, who would it be and why?
That’s a tough one! But if I had to choose, I’d love to sit down with Dia Simms. She’s been a powerhouse in the spirits industry, from leading Combs Enterprises to becoming the CEO of Lobos 1707 Tequila & Mezcal.
Now as a co-founder of Pronghorn, she’s actively creating opportunities for Black entrepreneurs in this space. Her impact goes beyond business—she’s shaping the industry for the future. Sharing a bottle of Los Hermanos with her would be an incredible opportunity to learn, exchange ideas, and talk about what’s next for representation in spirits.
Where do you see the business in the next five years? Are there any new products, expansions, or partnerships on the horizon?
In five years, we see Los Hermanos Tequila as a household name. We’re expanding our footprint in more states while staying deeply connected to our community.
New products? Absolutely. We’re always innovating and exploring ways to bring something fresh to tequila lovers—whether that’s a limited-edition release or a new expression.
We’re also focused on deepening partnerships with venues, cultural institutions, and organizations that align with our mission. This isn’t just about selling tequila—it’s about building an experience and a movement.
What advice do you have for aspiring entrepreneurs looking to enter the spirits industry?
Know your “why.” This industry is competitive, capital-intensive, and requires patience, but if you’re clear on your purpose, you’ll find a way to make it work.
Build relationships—they are just as important as the product itself. And don’t be afraid to start small. Focus on winning one account, one market, and one loyal customer at a time.
Most importantly, believe in yourself and your brand. If you don’t, no one else will.
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