Nosotros Life and Spirits

Beverage ManufacturingLos Angeles, United States11-50 Employees

Carlos Soto grew up in Costa Rica, where pura vida ethos shaped not only his outlook on life but also a deep respect for the environment. That perspective followed him to Los Angeles, where a class project at Loyola Marymount University challenged him to design a brand outside of tech. One Friday night at a bar, he noticed how many people ordered tequila. By Monday, he had sketched out an idea for something better — a tequila rooted in tradition, sustainability, and genuine connection.

Most projects end in the classroom, but Carlos decided to try his in the real world. He flew to Jalisco alone and found a distillery willing to work with him to make a product he believed in. When nearly all of his friends chose the same sample as their favorite, he took out a small bank loan to make his first batch. The start was rough. He had 160 cases, and sales were nonexistent.

With only a couple thousand dollars left, Carlos and his business partner Michael took a Hail Mary shot: spending $500 to enter the San Francisco World Spirits Competition. It was a gamble with the last of their cash — but it paid off. Nosotros Blanco won Double Gold and “Best Tequila of the Show,” giving them some credibility to get meetings and momentum. A few small restaurants in LA believed in the product, and they used a grassroots approach to keep opening doors and getting people to try the Tequila.

“Nosotros” means “us” in Spanish. It’s a reminder that great things are built together - with partners, with a team, and with the people who share a bottle. Today, Nosotros remains independent, additive-free, and focused on bringing people better agave spirits worth sharing.

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