Spirits incubator Pronghorn has invested in US business Humano Tequila.
The financial terms of the investment were not disclosed, nor how much equity Pronghorn has bought in the firm.
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Humano, led by a collective of industry executives, markets a range of four Tequilas, with its products are sold in 11 states.
In a statement, Pronghorn said it is “identifying key leadership additions and optimising market expansion efforts” for Humano, alongside providing the investment.
Ron Cole, the president of Pronghorn, added: “Humano Tequila has shown incredible velocity. By partnering with Humano Tequila, we are fuelling a brand that is not only culturally rooted but commercially explosive. Our investment portfolio is demonstrating that equity and excellence are a powerful combination, delivering results, and Humano Tequila is another great brand with a great leadership team.”
Just Drinks has asked Pronghorn for further details on its investment and its plans.
Luis Abundis, the CEO of Humano, said: “From the farm to the glass, our goal has always been to create real tequila made by real humans. This strategic partnership allows us to amplify our meticulous craftsmanship and continue our trajectory as one of the industry’s most exciting growth stories.”
Pronghorn was founded in 2021 with a focus on funding and supporting Black-owned spirits brands.
The Georgia-based company, which has been diversifying its portfolio, entered the mezcal category last year with an investment in female-founded brand Doce Mezcal.
In 2024, it expanded into the non-alcoholic segment by backing RTD cocktails brand Mocktail Club and made a “strategic investment” in Japanese whisky maker Shinju Spirits, its first in a Japanese brand.
That same year, Pronghorn portfolio director and former Diageo executive Connor McKenna told Just Drinks the investor’s “ten-year goal is to invest in 57 brands.”
