The Story Behind Don Levi: A Welsh Twist on Premium Tequila

Don Levi Tequila was created on the 23rd of June 2023 in the front garden of Jordan's home in the evening, stargazing after a jog (not really stargazing, more catching his breath - photo of said evening photgraphed above).

Growing up, Jordan had a few entrepreneurial ideas, from wanting to start a video game company after playing Gauntlet on the PS1, to Battlefront, to the classic Assassin's Creed and Call of Duty games on the PS3 (swear down, he is Gen Z, just), but he realised he was awful at coding and drawing.

Then there were other ideas ranging from creating his own social media app aimed at travellers to even signing an agreement with his mates about starting a paintballing business. He even thought about starting a lager/cider company.

But anyway, back to the 23rd of June 2023: while trying to cool down after his jog, Jordan realised that back at university, if any spirit was his choice, tequila would be at the top of the list. But he also realised that many bars and restaurants typically never stocked premium tequilas, and he couldn't think of any Welsh or even British-owned tequila brands off the top of his head, while he could think of at least a handful for other spirits.

Then he remembered the story his bampa would occasionally tell him about their ancestors who originated from Spain with the surname Don Levi. He thought Don Levi Tequila had a good ring to it, and this sounded like the potential for a great brand story. After doing some research over the next few days, Jordan found out that his bampa's grandmother’s maiden name was Don Levi and that his 4th great-grandfather originated from Seville. This inspired the label design in many ways.

At that moment, Jordan realised two paths lay before him: either go down the route of his degree in accountancy or take a risk and start a company. Jordan went with the naive thought that jumped into his head: "I have a product, I have a name, I have a brand story... How hard can it be?"

So, the Don Levi Tequila story has just begun and resembles the classic David vs Goliath, founder-led vs conglomerates story, but it’s worth a shot (that was an accidental pun, by the way).

Sidenote: Also, when thinking of a brand tagline, Jordan wanted it to focus on family, friendship, and those close, unexpected bonds. So, that’s where the below tagline originates:

Don Levi Tequila: For celebrating life’s cherished moments with those who matter most.