MR. SANCHO PANCHO TEQUILA PARTNERS WITH LIONS GROUP TO REDEFINE LUXURY SPIRITS IN THE U.S.

Fiesta Magic in Every Pour —Mr. Sancho Pancho™ by Genuine Gold Distilled and bottled by Autentica Tequilera, S.A. de C.V., Jalisco, Mexico. (NOM 1502).

August 4, 2025
USA Today

Fiesta Magic in Every Pour —Mr. Sancho Pancho™ by Genuine Gold

Distilled and bottled by Autentica Tequilera, S.A. de C.V., Jalisco, Mexico. (NOM 1502).

And, as well as Tequila Artesanal de Los Altos de Jalisco, S.A. de C.V., Jalisco, México. (NOM 1436).

Mr. Sancho Pancho Tequila (MSP Tequila)

The U.S. tequila market, valued at $15 billion in 2024, has a new name at the top of the luxury segment: Mr. Sancho Pancho Tequila (MSP Tequila).

Handcrafted in Jalisco, Mexico, under the expertise of a dedicated Tequila Maestra, MSP Tequila blends heritage, craftsmanship, and modern sophistication to deliver a one-of-a-kind ultra-premium experience. Founded by Genuine Gold LLC, the brand is backed by partners Boris Vaynshteyn, Michael Vaynshteyn, Karen Avanesov, Ramon Perez Navarro, David Locket “Supe,” and Antonio de Jesús Contreras de la Torre.

STRATEGIC PARTNERSHIP WITH LIONS GROUP

MSP Tequila has entered a high-impact partnership with Lions Group, led by Mr. Miller, to drive exclusive activations, premium venue placements, and new account acquisitions nationwide.

“This partnership is about elevating a premium tequila brand into a household luxury name,” said Miller, CEO of Lions Group. “We’re committed to building awareness through high-profile events, key retail partnerships, and experiential activations that match MSP Tequila’s vision.”

“With Lions Group on board, MSP Tequila will be in the right places, at the right time, with the right audience,” added Michael A. Vaynshteyn, Founder and Managing Director. “We’re focused on making MSP the most talked-about ultra-premium tequila in the U.S.”

Mr. Sancho Pancho Tequila (MSP Tequila)

A BRAND EMBRACED BY LUXURY HOSPITALITY & RETAIL

MSP Tequila is already making waves with elite venues, resorts, and retailers, including:

  • Tao Group Hospitality and Moxy Hotels – Exclusive activations across NYC and Miami’s top nightlife destinations.
  • Faena Miami Beach – Luxury resort placement pairing MSP with five-star dining and global events.
  • BevMo! – Strategic retail expansion across California and key U.S. markets.
  • AND Many More – High-profile activations that connect MSP with tastemakers and influencers.
Mr. Sancho Pancho Tequila (MSP Tequila)

CRAFTED FOR DISCERNING TASTES

  • Made from 100% Blue Weber Agave, slow-cooked and distilled in small batches
  • Aged in hand-selected oak barrels for exceptional smoothness
  • Available in Blanco, Reposado, and Añejo expressions
  • Presented in a unique bottle design that exudes modern luxury.  

WHAT’S NEXT FOR MSP TEQUILA

MSP Tequila will host exclusive launch events in New York and Miami later this year, inviting media, industry leaders, and select guests to experience the brand firsthand. The company is also preparing strategic retail expansions and celebrity collaborations to further cement its presence as the go-to luxury tequila for high-end consumers.

Mr. Sancho Pancho Tequila (MSP Tequila)

ABOUT MR. SANCHO PANCHO TEQUILA

Mr. Sancho Pancho Tequila, owned and operated by Genuine Gold LLC, is redefining the ultra-premium tequila category through craftsmanship, cultural authenticity, and modern luxury. Founded by and supported by partners Boris Vaynshteyn, Michael A. Vaynshteyn, Karen Avanesov, Ramon Perez Navarro, David Locket “Supe,” and Antonio de Jesús Contreras de la Torre, MSP Tequila has quickly become a preferred choice among luxury venues, retailers, and global tastemakers.

Mr. Sancho Pancho Tequila ~ Unlock The Magic of The Fiesta

Blanco ~ Reposado ~ Añejo

100% Tequila de Agave Azul

Product of México       40% ALC. / VOL. (80 Proof)

750mL / 1.75 Lts Kosher Certified

NOM 1502 / 1436  

Connect With MSP & Unlock The Magic of The Fiesta:  Website /  Instagram / TikTok / Facebook / Twitter /  WhatsApp / MSP Deck / MSP Link.Me  / YouTube