Crafted in Jalisco, Mexico; Founded in Austin, Texas.
THE CREATOR
Victor Diaz was born and raised in Jalisco, Mexico, where he grew up immersed in a rich tapestry of family, tradition, and the mesmerizing agave fields. From the age of 14, Victor knew he was destined to explore and create.
His deep-rooted connections in the heart of Mexico serve as the foundation upon which he has built the artisanal tequila brand, Carabuena. After moving to Austin, Texas in 2012, Victor quickly found a home in Maudie’s on Lake Austin Blvd, where he not only honed his bartending skills but also cultivated lasting relationships with the Austin community.
Victor's experience in hospitality furthered deepened his connection to his roots, and fueled his dream of creating his own tequila. Over the next decade, he crafted the Carabuena brand, forged a partnership with a trusted distiller, and meticulously refined his vision.
Today, Victor still proudly calls Austin home, from where he continues to celebrate his Mexican heritage, and share the spirit of Carabuena Tequila with the world.
THE Distillery
Our agave is fully grown, harvested, cooked, distilled, and bottled in the heart of the Tequila Valley in Jalisco, Mexico, with partners who take great pride in personally overseeing every step of the process.
Carabuena is produced by Tequilera La Misión, a family-owned distillery with over 40 years of experience in the spirits industry. Our distiller owns and operates over 400 acres (approx. 480 hectares) of agave fields in San Juanito de Escobedo, ensuring both the quality and consistency of every batch of Carabuena Tequila.
To ensure our blue weber agave grows into the healthiest possible plants, Tequilera La Misión harvests agave at its peak maturity, around six years. Only the best piñas are used for Carabuena Tequila, and our distiller adheres to strict quality control methods — including visual inspections, lab testing, and oversight from the Tequila Regulatory Council — resulting in superior quality and flavor.
Tequilera La Misión takes pride in honoring traditional tequila-making techniques, believing they are essential to capturing the true essence of the spirit, in addition to a commitment to generating high-quality jobs & supporting the local community. Carabuena is a testament to this approach — one you can taste in every sip.
THE Brand
Carabuena is made by creators for creators, and to inspire those who desire to live their best side.
Our brand artwork by artist Pistachie pays homage to the mythical nahuales, which are an ingrained element to the identity of the community of Tonalá, Jalisco. In Tonalá, nahuales are represented in the shape of a catlike body with a human face.
Nahuales are representative of guardians of society, and can also take the form of dogs, cats, and birds, or even hills, minerals, and rocks. The figure of the nahual is linked to a worldview of the native peoples, in which it was believed that humans are dual-beings made of two parts: nahual and tonal.
The tonal is the reasonable side of humanity — the thinking, material part. The nahual is the spiritual side — the artist found in every being, linked to nature, animals, and earth.
A nahual is a human being who has the power to shapeshift into their tonal counterpart — the inspiration behind Carabuena’s slogan, “Live Your Best Side.”
