The Tattoo Artist Who Turned a Drunk Rabbit into Tequila’s Spirit Animal

In tequila folklore, the story goes like this: A farmer’s wife noticed that rabbits were drinking fermented agave and getting tipsy. Stumbling, twitching, wild-eyed little creatures high on nature’s nectar. She brought the juice back to the hacienda, and what followed was the world’s first tequila shot.

That rabbit, bold and rebellious and forever chasing the agave high, became the unofficial spirit animal of tequila. And thanks to Tacoma, WA tattoo artist Adam Jackson, it now lives on the bottle of one of the most authentic tequila brands around: Suerte Tequila.

Ink with Attitude

Suerte’s rabbit isn’t your average mascot. It’s practically a flash tattoo: neck bones for Dia de los Muertos, a kiss and a spade for luck and love, a lightning bolt for speed and strength. Every element is intentional—a story etched in ink.

When Suerte’s founders set out to build their brand, they didn’t want a sterile logo. They wanted something alive. Something that captured the myth, symbolism, and raw energy of tequila itself. Jackson delivered. “They wanted a logo that meant something,” he says. “Not just a rabbit, but a symbol of rebellion, tradition, and soul.”

Here’s to the Rabbits: The Story of Suerte Tequila

In a tequila market flooded with celebrity names and gimmicky packaging, Suerte takes a different path. It doesn’t chase hype. It focuses on craft, quality, and cultural respect.

The story begins in Jalisco, Mexico, where co-founder Laurence Spiewak and his partner set out to create a world-class tequila that was both exceptional and affordable. They teamed up with master distiller Pedro Hernandez Barba, together running their own distillery in Atotonilco El Alto, Jalisco.

At NOM 1530, mature Blue Weber agave is roasted in brick ovens for 56 hours, crushed with a traditional tahona stone wheel, and distilled in small batches. No shortcuts. No additives. Just the real thing, made the right way.

From Blanco to Black Label

Suerte recently made waves with its ultra-limited Black Label, aged 11 years in both American and French oak. But the real magic is in the full lineup.

Blanco: Crisp and herbaceous, this is tequila in its purest form. It’s rested for two months in stainless steel after slow roasting and tahona crushing, making it smooth enough for sipping or cocktails.

Reposado: After seven months in charred American oak whiskey barrels, it picks up warm notes of caramel and butterscotch while keeping that fresh agave bite.

Añejo: Aged for 24 months, twice the industry standard, this pour goes deep with flavors of vanilla, chocolate, and tobacco.

Still Strength: Bottled at 104 proof with no water added, this one hits hard and shows off the raw power of pure agave.

Canned Cocktails: For a more casual vibe, Suerte offers ready-to-drink Margaritas, Palomas, Mangoritas, and Ranch Water made with the same Blanco tequila and real fruit juice.

Different with a Purpose

So why does Suerte stand out? It comes down to honesty. “We’re not spending millions on celebrity endorsements,” says Spiewak. “We’d rather put that into the tequila. You’re getting a bottle that tastes like it should cost twice as much because we’re not chasing hype. We just focus on the craft.”

That same mindset shows up in the branding. The rabbit may be playful, but the tequila is serious. The bottles feel approachable, and the quality holds its own against any high-end brand. This is tequila for people who care about what’s in the glass, not who’s on the label.

A Lifestyle, Not Just a Bottle

Suerte fits into everyday life as easily as it fits into a celebration. A crisp margarita after work. A slow sip of Añejo by the fire. A canned cocktail on the beach. The brand embraces the full range of tequila moments while staying true to traditional craftsmanship.

What’s Next

Suerte doesn’t rush into trends. “We let the liquid lead the way,” says Spiewak. “We’re focused on keeping quality high and staying true to the process. From there, we find ways to make tequila more accessible, whether that’s a new limited release for collectors or a casual canned cocktail for the weekend.”

So here’s to the rabbits, the tipsy little legends who started it all.

Here’s to ink, to tradition, and to tequila made with soul.

Here’s to Suerte. www.drinksuerte.com/shop