If you’ve ever wondered what makes one tequila “cleaner” than another, this episode, recorded live at Austin Tech Week 2025, answers it. Luis Abundis breaks down Humano’s obsessive approach to purity beginning with high-sugar agave (typically 24–30 brix, far above industry average) grown from consistent DNA stock on family-run lands.

Nick and Luis dive deep into the science: why open fermentation introduces impurities, how closed-tank fermentation preserves delicate aromatics, and how Humano’s in-house chemical engineer designed a custom yeast specifically for their flavor profile. They also explore the engineering decision to use a straight-column copper still, allowing more consistent cleaning and reducing unwanted aromas, a departure from traditional serpentine tubing.

Luis then reveals how Humano uses double-barrel aging (new American oak + ex-bourbon) to craft its Reposado and Añejo expressions, blending complexity with approachability for modern tequila drinkers.

For CPG founders, the lesson is powerful: innovation doesn’t require abandoning heritage, it requires elevating it.

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