Brent Hocking: Redefining Spirits with Luxury and Edge

by Natasha Wolff | September 17, 2025 12:58 pm

Award-winning entrepreneur Brent Hocking[1] has built a reputation as one of the most visionary forces in the global beverage industry. Known for his ability to spot untapped potential and transform it into culture-defining brands, Hocking’s portfolio spans tequila, whiskey, champagne, and beyond—each crafted with his signature “luxury with an edge” philosophy.

His journey began in 2008 with the launch of DeLéon Tequila[2]. Rejecting additives and shortcuts, Hocking[3] pioneered a new category of ultra-premium tequila, aged naturally in French Sauternes barrels. The result was a smooth, sophisticated[4] spirit that earned Robb Report’s Best of the Best Spirit of the Year three years running and back-to-back Grand Championships at the World Beverage Competition in Geneva. DeLéon’s success was meteoric, culminating in its sale to Diageo PLC in 2013.

In 2016, Hocking[5] partnered with global superstar Drake[6] to launch Virginia Black Whiskey, a bold bourbon that immediately captured the market’s attention. Sultry and approachable, it broke single-day sales records and sold out globally upon release. Acclaimed by critics, Virginia Black was rated 91 points by Wine Enthusiast and named one of the Top 5 Spirits of 2016.

Not one to rest, Hocking turned to champagne with the debut of Mod Sélection in 2018. Praised for its elegance and precision, Mod Sélection earned rave reviews from critics like James Suckling and Anthony Dias Blue, with scores as high as 98 points. Robb Report honored it as Best of the Best Champagne of the Year in both 2019 and 2020—cementing Hocking as the only individual to achieve five Best of the Best awards in the magazine’s history.

Today, Brent Hocking continues to push boundaries with his latest creations: Tequila Purísima[7] and Brown Sugar Café Mexicana. With each launch, he proves once again that innovation, authenticity, and craftsmanship can reshape entire categories in the world of luxury spirits.

Endnotes:
  1. Brent Hocking: http://www.themodselecter.com/about
  2. DeLéon Tequila: https://www.forbes.com/sites/johnkell/2025/04/29/after-celebrity-adorned-liquor-ventures-this-entrepreneur-goes-solo/
  3. Hocking: https://www.linkedin.com/in/brent-hocking-05952732
  4. sophisticated: https://dujour.com/news/jason-binn-the-visionary-behind-dujours-luxury-legacy/
  5. Hocking: https://en.wikipedia.org/wiki/Brent_Hocking
  6. Drake: https://www.forbes.com/sites/zackomalleygreenburg/2016/09/07/meet-the-man-behind-drakes-virginia-black-whiskey/
  7. Tequila Purísima: https://www.foodandwine.com/purisima-tequila-11751524

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