The Karol G Blueprint On How to Build a Brand Partnership with Soul
The celebrity-backed liquor space is saturated. It’s a world crowded with A-list actors and influencers who "discover" a passion for a spirit, slap their name on a bottle, and launch it within a few months. While often profitable, many of these ventures feel transactional and hollow.
Then, there’s the partnership between Karol G and Casa Dragones.
This is not another low-effort celebrity endorsement. This is a three-year journey built on a foundation of mutual respect, shared values, and a deep, authentic passion for the craft. The launch of 200 Copas, named for her iconic song, isn't a collab; it's a case study.
In a world of inauthentic cash grabs, Karol G and Casa Dragones co-founder Bertha González Nieves just taught a masterclass in how to build a partnership with soul. We’ve deconstructed their journey into a 3-part blueprint for any founder who wants to build a collaboration that lasts.
Lesson 1: Start with a Shared Passion, Not Just a Contract
The foundation of this partnership isn't a trend; it's Karol G's genuine, lifelong love for Mexican culture. "I’ve always felt so inspired by Mexican culture: from novelas to Thalía, and my platonic love Selena," she told Rolling Stone. For her, tequila is her "favorite drink at any party."
This wasn't a celebrity finding a hot category. This was a cultural connection. She didn't just want to endorse a product; she wanted to "immortalize an era" of her life that was defined by a song that became a movement. When she started her tour in Mexico, she was already toasting with the first bottles. As she said, "It already has a soul!"
The Founder's Blueprint: An authentic partnership can't be faked. It must be built on a genuine, pre-existing passion. When you partner with someone who already loves your world, the story isn't manufactured; it's simply revealed. This creates a narrative that is irresistible to consumers because it's real.
Lesson 2: Partner with a Master, Not Just a Hired Gun
Karol G didn't just look for a distillery; she sought out a specific, visionary partner. Her choice to work with Bertha González Nieves, the co-founder and CEO of Casa Dragones, is the most powerful part of this story.
Bertha González Nieves is not just a CEO; she is the first-ever woman to be certified as a Maestra Tequilera (Master Tequila Distiller). She is a legend in the industry.
This partnership is a powerful alliance between two visionary Latina entrepreneurs, joining forces in a space that has been traditionally male-dominated. "As entrepreneurs, as women, it was so important to do this," González Nieves said. They connected over a shared vision for the future and a desire to "tell the Latin story together."
The Founder's Blueprint: Don't partner for fame; partner for mastery. By aligning with Bertha González Nieves, Karol G showed that her commitment was to the craft itself. This move instantly gave the product a level of credibility and integrity that no amount of marketing could buy. Find partners who are masters of their craft and share your core values.
Lesson 3: Invest in a Timeline, Not a Trend
This collaboration was not a rush job. It was a patient, three-year process. Karol G was involved at every single step, from crafting the recipe to the bottle design. Both women emphasize that this was a deep, long-term development process, not a quick endorsement deal.
This patient timeline allowed them to create a truly unique product—the brand's first Cristalino-style tequila, aged for over a year in custom oak barrels. It also allowed them to quietly integrate the product into Karol G's history-making Mañana Será Bonito tour, building its "soul" long before the official launch.
The Founder's Blueprint: The strongest collaborations are allowed to simmer. In a world obsessed with speed, patience is a competitive advantage. Taking the time to get the product, the story, and the strategy right builds a lasting foundation. A three-month cash grab creates a trend; a three-year investment creates a legacy.
A New Standard for Brand Building
The Karol G and Casa Dragones partnership is a powerful lesson for every founder. It proves that authenticity, a shared respect for mastery, and a patient, long-term vision are the keys to building something that not only succeeds in the market but also earns a genuine place in the culture.
Frequently Asked Questions
What is the 200 Copas tequila?
200 Copas is a new, premium Cristalino-style tequila from Casa Dragones, created in partnership with global music icon Karol G. It is named after her hit song, "200 Copas."
Who is Bertha González Nieves?
Bertha González Nieves is the co-founder and CEO of Casa Dragones. She is a highly respected entrepreneur and is celebrated in the spirits industry as the first woman ever to be certified as a Maestra Tequilera (Master Tequila Distiller).
What makes the Karol G and Casa Dragones partnership authentic?
Unlike many celebrity endorsements, this was a multi-year collaboration built on a shared vision. Karol G, who has a deep, long-standing love for Mexican culture, was involved in every step, from product development to design, alongside the industry-leading expertise of Maestra Tequilera Bertha González Nieves.
