El Negocio is a premium tequila born from the vision of Napa Valley vintner Adam Craun, co-founder of the cult 100-point winery Memento Mori, and prolific entrepreneur Nicholas Lutz. Guided by third-generation tequilero and Master Distiller Chava Rosales, El Negocio’s proprietary recipe is crafted at the Rosales family’s renowned Fabrica de Tequila El Cascahuín. As one of Jalisco’s original tequila-making families, the Rosales lineage of Tequileros continues to honor traditional techniques passed down over generations, preserving the authenticity and artistry woven into the craft of tequila-making.