People are always telling us, “G4 is everywhere,” as if it all happened overnight. The truth is, nothing could be farther from that. The growth and reach of PKGD is a classic “ten-year overnight success” story.
About ten years ago, when we started with G4, we didn’t really know the business—and very few people knew the brand. When we reached out to larger distributors, our calls went unanswered. The ones who did pick up usually said, “Come back when you’ve built a stronger base.”
Eventually, Shawn and I found our people: smaller, boutique distributors who already knew Felipe, had heard of G4, and believed in what we were trying to build.
Those early days were pure grind. When we opened Michigan and Illinois, we went anywhere someone would have us—sponsoring parties, pouring tastings, and opening accounts one bottle at a time. There was even a party bus for a while… but that’s a story for another time.
Fast forward through a blur of wins, losses, and lessons. For the first seven years, PKGD worked as the national brand manager for the original importer. Then COVID hit—a tough time for most businesses, but for us, it created an opportunity.
A low-interest government loan allowed us to take the leap from being hired guns to becoming importers ourselves. It was the moment we stopped renting our future and started owning it.
By early 2023, PKGD officially became the importer for G4. The year before, we moved around 8,000 cases. By the end of 2023, that number had jumped to 40,000—the appetite for G4 was unstoppable.
We kept our footprint to around 30 states, moving product as quickly as Felipe could produce it. In 2024, we took another big leap: 100,000 cases—same number of states, every case pre-sold before it even landed.
And this year, we’re closing in on 200,000 cases. Even better, more people across the country are now getting to experience the full PKGD portfolio: G4, Palomo, Ultramundo, Tres Gallos—and through Total Wine, El Ateo and Esperalo.
By the end of this year, PKGD will be in 49 states. I really wanted to make it 50, but like our producers, we value quality over speed. You take care of what you’ve built—you don’t force it.
So for now, Alaska will just have to stay thirsty a little longer.
Looking back, it’s been one hell of a ride. Two guys who believed they’d figure it out. Then came the addition of great, seasoned industry veterans as partners, a growing team that believes in what we’re doing, and now—a company helping family-owned brands build legacies.
The next chapter is about more than growth. It’s about impact. It’s about showing millions of people why producer-owned brands matter—and why what’s in your glass should come from people whose story you know.
Because when you know the story, the spirit just tastes better.
This article was structured with the assistance of artificial intelligence (ChatGPT). All content is based on human input and editorial oversight. For more details on how PKGD integrates AI responsibly, please refer to our AI Policy.
At PKGD, we continue investing in brand-led storytelling, creating work designed not only to perform, but to build long-term brand equity.
This article was structured with the assistance of artificial intelligence (ChatGPT). All content is based on human input and editorial oversight. For more details on how PKGD integrates AI responsibly, please refer to our AI Policy.
Knowing how tequila is made is not the same as making tequila. In an industry crowded with brands that buy liquid and borrow language, true production lives in weathered hands, lived experience, and generational knowledge. Producer-owned brands matter because they embody accountability, transparency, and authenticity—connecting the people who make the spirits to the bottles that carry their names. Honoring that distinction isn’t semantics; it’s respect for the makers and the culture they sustain.
Agave has been central to Mexico’s cultural and economic life since pre-Hispanic times, evolving from a foundational resource for Indigenous communities into the backbone of a global distillate industry. Today, spirits like tequila, mezcal, raicilla, bacanora, and sotol not only carry heritage and identity, but also generate employment and international trade across dozens of countries.
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In 2026, PKGD Group will be present at key agave-focused gatherings across the U.S., from industry-leading conferences to cultural festivals and intimate tastings. Spanning cities like New Orleans, Los Angeles, Austin, New York, and beyond, these events are spaces for education, connection, and cultural exchange. More than tastings, they are opportunities to share knowledge, strengthen relationships, and help shape the future of the agave spirits industry.
Over the past year, PKGD refined how its brands are defined and communicated, translating each identity into a clear, concept-driven narrative. This process led to seven 30-second brand films—distilled expressions of strategy, creativity, and storytelling. In just three months, the films surpassed 13 million views, proving the impact of disciplined creative execution. More than a release, this milestone marks PKGD’s first fully in-house production, uniting strategy, concept, and production under one vision.
Palomo wasn’t born as a commercial project. From its earliest steps it became a way of life, one that encompassed our personal, family, and regional growth around mezcal.
Unity is a term that deeply defines the world of agave spirits, where nature and humanity are intertwined. Mezcal signifies community and social bonds, as it is shared in celebrations and rituals. It also embodies a spiritual unity with nature, with some rituals including an offering of the first drink to the earth.
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