All-In podcast launches $1,200 ultra-premium tequila — 7,500 bottles, poker chip bottle design, and a potential trademark clash
Jun 24, 2025
Key Points
- All-In podcast hosts launched Besties All-In Tequila at $1,200 per bottle in a 7,500-unit limited run, targeting roughly $9 million in gross revenue from a handcrafted ceramic poker-chip bottle design.
- Kasazar Tequila, founded by two former Diageo executives in November 2024, uses nearly identical poker-chip bottle aesthetics and brand positioning, creating a plausible trademark dispute over trade dress despite launching earlier and priced lower.
- The hosts have not disclosed whether this operates as a standalone business or podcast merchandise, leaving unclear whether it requires full spirits distribution infrastructure or functions as a limited drop with minimal overhead.
Summary
The All-In podcast hosts launched Besties All-In Tequila on June 24th at a Los Angeles venue, pricing the ultra-premium spirit at $1,200 per 750ml bottle in a limited run of 7,500 units. A full sellout would generate roughly $9 million in gross revenue.
The bottle is handcrafted ceramic styled as a stack of poker chips with illumination from the base. Each bottle arrives numbered and signed in a collector's box. The tequila is a five-year aged extra añejo made from 100% blue Weber agave grown in Jalisco's lowlands, aged in white oak whiskey barrels, with flavor notes of vanilla, cacao, butterscotch, citrus, and cooked agave.
The launch drew immediate social pushback. Augustus Dickson, whose post garnered 5,000 likes, framed the move as elite abandonment of public responsibility during geopolitical turmoil and economic distress. Defenders countered that the hosts can operate multiple ventures simultaneously and that this is ultimately merchandise for an already-profitable podcast. The hosts frame it as an organic extension of their brand identity around poker and friendship.
Design and trademark risk
Hello Stranger, the design firm behind David protein bars, created the bottle. Kasazar Tequila, launched by two former Diageo executives Max Ramirez and Vivana Serrialta Ramirez in November 2024, uses a nearly identical poker-chip-stack bottle design and similarly positions itself around high-stakes poker culture and the phrase "go all in." Kasazar filed initial trademarks in 2023 and has already won gold and master medals at the 2025 Tequila and Mezcal Masters competition.
The two brands share category positioning (ultra-premium tequila), bottle aesthetics, and poker-themed messaging. Kasazar is priced lower and has been in market longer, though it remains small. Given Kasazar's Diageo-connected founders and the design overlap, trademark disputes over the poker-chip bottle trade dress are plausible. The alcohol content also differs slightly between sources (40% ABV on the website, 48% ABV on packaging renders), though the discrepancy may reflect early production renders.
Market uncertainty
The hosts have not disclosed whether this is a standalone business entity with dedicated management or branded merchandise built on top of the podcast. If treated as a drop—a limited, largely automated release—it requires minimal operational overhead. If scaled into a national brand, it would face the full complexity of spirits distribution, regulatory compliance, and execution against an entrenched beverage market.
Trump Vodka illustrates the risks. Launched in 2005 and discontinued in 2011, it failed despite capital and ambition, particularly because Trump himself never drank vodka and the brand struggled to meet minimum distribution thresholds. Production costs for glass and labels exceeded unit economics.