I recall hearing that one of my favorite Texas county music artists had introduced a new tequila brand onto an already overcrowded market. "Lord please let it be good," I thought. Thankfully, my prayers were answered.

It's not often that a celebrity owned tequila is well thought out and honestly produced. Juan Lobo Tequila delivers this and much more.

For over twenty years Jon Wolfe, the Oklahoma-born Texas country singer has built his reputation one honky-tonk at a time. There's no mistaking his unique country sounds, either. Building and winning over the devoted fans across the U.S., Wolfe's style blends classic country narratives with contemporary Texas grit. But Wolfe hasn't stopped at music. He's proving that his brand of truthfulness translates just as well behind the bar as it does behind the microphone.

Lord please let it be good, I thought. Thankfully, my prayers were answered."

Launching Juan Lobo Tequila in 2020, Wolfe has expanded from stages to bar and store shelves. Creating not just memorable songs, but a lifestyle brand that captures the spirit of both country music and Mexican tradition.

Jon Wolfe's career has been rooted in staying true to his signature voice while following his own path. Cultivating a strong following in the Texes and Red Dirt scene, he consistently releases tunes that resonate with fans of storytelling and conversational country.

Songs like "It All Happened in a Honky Tonk" and "Boots on a Dance Floor" define Wolfe's dedication to classic country roots. Moreover, his live performances emphasize a connection and energy with his audience.

Jon Wolfe has spent a good amount of time on the Texas touring circuit, bonding with audiences face-to-face, building loyalty through consistently honest lyrics and melodies.
That same approach-hard work, patience, and respect for the time-tested—has been the backoone or nis entry Into tne leculla business.

Wolfe didn't just jump into the tequila business because he didn't want to simply slap his name on a label. An admirable decision given how many celebs have invested their money without thinking twice about the spirit inside the bottle or how it's produced.

Instead, Jon immersed himself in the culture of tequila-making. Beginning his legwork in 2016, Wolfe traveled to Jalisco, Mexico, and experienced first-hand the meticulous methods of agave cultivation, tequila distillation and barrel aging.

He not only educated himself about the tequila production process, but became deeply involved with the workers, distillers and families behind every batch. Juan Lobo Tequila reflects the same themes that define his music: tradition, craftsmanship, and purity.

Partnering with the Vivanco Family at Casa Viva Mexico (NOM 1414) in the highlands of Jalisco, Wolfe not only found a business relationship but a personal one that aligned with his values. Jon's experience at the distillery felt comfortable and familiar, but ultimately, it was the Vivanco signature profile that drew him to choose it for the production of Juan Lobo Tequila.

By joining forces with experienced master distillers, Wolfe ensured that Juan Lobo Tequila wasn't a celebrity novelty but a serious player in the premium tequila market. Since its establishment, Wolfe has returned to the factory for each production run, bringing a hands-on approach to every bottle on the shelf. There's no denying his pride in the spirit that bears his name.

For Wolfe, tequila isn't just a side project-it's a brand expansion. With Juan Lobo Tequila, Wolfe created an extension of his musical career, offering fans another way to experience his artistry beyond concerts and albums.

Whiskey drinking stereotypically falls into country music, but tequila is rapidly gaining a strong following. Country music and tequila share a natural overlap: both thrive in settings where people gather, connect, and celebrate.

Wolfe does his part to educate loyal fans about quality tequila. You can often find him hosting meet and greets prior to his live shows to share his tequila journey. Just as fans experience his music, they are given the opportunity to experience and sample each tequila expression. Juan Lobo Tequila embodies the spirit of true tequila craftsmanship rooted in the heart of Jalisco. Each expression, from the crisp blanco to the rich añejo, showcases the hardworking dedication behind real, small-batch tequila making.
The Blanco offers bright agave notes with hints of citrus and pepper, a pure reflection of the land. For those who enjoy aged expressions, including whisky drinkers, the Reposado and the Añejo are aged in old bourbon barrels that allow for bursts of familiarity and unexpected complexity, thanks to the hint of baked agave.

The Reposado is aged for eight months and the Añejo for twenty-two months. The barrel aging adds smooth layers of vanilla, caramel, and oak to the Reposado while the Añejo deepens into warm tones of honey, spice, and baked apples.

Together, they tell tales of culture and perseverance bold yet refined tequilas made with heart, heritage, and the pride of honest work. The three expressions are of high caliber, flavorful and priced to enjoy on a daily basis.

The correlation between Wolfe's honky-tonk career and his tequila venture is striking. In both, he's refused to take shortcuts. In music, that meant resisting pressure to abandon time-honored country roots. In tequila, it meant investing his time and energy to produce a spirit that could stand shoulder-to-shoulder with established labels. The result is a duet between Jon Wolfe the country singer, and Juan Lobo the tequila maker. Both are built upon the same pillars of reliability, ancectry and arnuth through genuine connection.

Wolfe's fan base has embraced Juan Lobo Tequila, not just because of his name, but because it represents the same integrity they've always found in his music. Just as he has never strayed from his honky-tonk origins to chase fleeting trends, Wolfe created a tequila firmly planted in trustworthiness rather than flashy marketing.

Wolfe's newest album, released November 7, 2025, doubles-down on his country background and his ever-present love for tequila. Penning new songs like "Tequila Cowboys" and "Barstool Therapy," they are again resonating with both music and tequila fans. And Jon promises even more new music to come in 2026.
As Wolfe tours the country, Juan Lobo Tequila is steadily finding its place on shelves and in glasses. It's more than a product-it's a brand narrative that fuses country spirit with agave's birthplace.

Starting a tequila brand during the pandemic wasn't in the cards nor was it ideal, Wolfe admits. Along with the work needed to launch a new brand came the obstacles of the Covid lockdowns. But Jon was not new to challenges, and the horizon looks promising for this cowboy.

He recently signed another five year contract with the Vivanco family. He has secured new distribution and is looking to bring even more engagement between the brand and tequila enthusiasts throughout the US.

Juan Lobo is growing strategically and can be found in Central Texas where Wolfe's fan base is strongest. By focusing on regions where his name already carries weight, his tequila is able to grow organically, much like Jon's country music career.

However, look for significant growth in 2026 into surrounding areas including all of Texas and several other states. Currently in its third batch production, each bottle of Juan Lobo Tequila serves not just drinks, but conveys stories and a direct connection to Wolfe himself.

Jon is looking to expand Juan Lobo's lineup with an experimental reposado, as well as other special releases in the future, while continuing to offer the core expressions of the Blanco, Reposado and Añejo.

Important to Wolfe, is to bring the same enthusiastic engagement he has with his music audiences to Juan Lobo Tequila's consumers. Above all, he's enjoying introducing newcomers not only to the brand but to their own tequila journey, too.

For Jon Wolfe, it's not just about selling records or cases-it's about building something lasting, something real. Just like his songs, Juan Lobo Tequila is meant to be shared, savored, and celebrated.

And that may be the clearest picture of who Jon Wolfe is: a storyteller and bridge builder of two worlds with unshakable authenticity. As a fan of his music, and now his tequila, I know that others will find the same enjoyment in hoth.