Our Story

From Amatitán, for those who live differently.

Selecto de Amatitán - Jalisco

The house where Insolente is born

Insolente is produced at Selecto Tequila, a family-owned tequila distillery located in Amatitán, Jalisco.

Selecto Tequila represents the technical and artisanal side of the project: the place where agave is transformed into tequila through careful processes, production discipline, and respect for tradition. Each stage is worked with intention: from agave selection to cooking, extraction, fermentation, distillation, and aging.

The distillery is the origin of production.
Insolente is the brand's expression.

The origin

Reimagined tradition

Every bottle of Insolente starts from a clear base: 100% blue agave and processes designed to respect the soul of tequila.

The difference lies in how we interpret it.

Insolente takes the best of tequila tradition—its origin, the agave, patience, aging, and craftsmanship—and elevates it to a contemporary expression. It doesn't seek to hide its roots. It seeks to elevate them.

That's why each profile has a distinct intention: from clean and crystalline expressions to deeper, more mature, and complex tequilas.

Family business

The Santana family's vision

Insolente was born from the vision of the Santana family, with the intention of creating a tequila that honors the traditional process, but is not limited to simply repeating it.

The goal was not to make “just another tequila.” It was to build its own profile: elegant, precise, with character, and a distinct presence. A tequila that could represent the pride of its origin, but also speak to a new generation of consumers.

A generation that seeks authenticity, design, experience, and character.

The Insolent Profile

Insolente takes the best of traditional tequila and elevates it to a contemporary expression.

It doesn't seek to hide its roots. It seeks to elevate them.

Each profile has a distinct intention: from clean and crystalline expressions to deep, mature, and complex tequilas.

We don't follow tradition. We reinterpret it.

Insolente is the encounter between a historical land, a family tequila company, and a contemporary brand vision.

Born in Amatitán.
Produced at Selecto Tequila.
Carries the vision of the Santana family.
And exists for those who live differently.

View collection