If you purchase an independently reviewed product or service through a link on our website, Robb Report may receive an affiliate commission.
If another celebrity tequila brand is going to join the already heavily saturated market, I’m glad it’s from Danny McBride (no offense, Matthew McConaughey). The Righteous Gemstones creator just launched Don Gato, a new tequila with a comedic backstory about a cat-obsessed, masked luchador as its founder. He also created a series of videos starring himself and his Eastbound and Down costar Steve Little, alongside the mysterious Don Gato, which are worth checking out.
Clearly, this is a brand that is not taking itself too seriously, something that McBride made very clear when I had a chance to interview him recently. But Don Gato is being marketed as an additive-free brand, something that tequila fans do take seriously. There is really no way of verifying this claim, especially now that Tequila Matchmaker has removed its Additive Free Alliance list after pressure from the CRT (Consejo Regulador del Tequila)on tequila brands. But a sip of the blanco does not taste like the vanilla and candy-infused liquid that is the result of using flavor additives. Instead, this is an earthy, citrusy, agave-forward blanco that is entirely sippable. I interviewed McBride via email about his new tequila, and he responded with a lot of humor and a healthy dose of sincerity.
What exactly is your relationship to Don Gato? Are you the founder?
Don Gato is the mastermind, I’m just the interpreter (he doesn’t really talk—but when he does, I’m all ears). But I am a founder, investor, and genuine lover of the brand.
There are so many celebrity-backed tequila brands. What do you think Don Gato adds to the conversation?
I wanted to create the most serious tequila while seemingly taking it the least serious. I noticed tequila ads started looking like perfume commercials and, as it turned out,…