In an era where smoky gimmicks and filtered branding run rampant, Chrome Horse Society Tequila gallops in with radical elegance — unapologetically clean, meticulously crafted, and impossible to ignore. That’s precisely why it lands squarely on this year’s VIVANT List — our curated celebration of brands that don’t just play in the luxury space but shape it.

Crafted with just four ingredients — 100% Blue Weber agave, champagne yeast, spring water, and a whisper of natural vanilla — Chrome Horse isn’t trying to keep up. It’s setting a new pace. “Luxury should never mean compromise,” says founder Jack Morgan, the visionary behind the brand’s chrome-glinting bottle and uncompromising ethos. “No artificial additives, no cane alcohol, no shortcuts. If we’re going to do tequila in a bold, elevated way, we’re going to do it right.”

“Every element was chosen to create balance — fresh, clean, and unexpectedly elegant.”

That commitment to purity starts at the source. Morgan insists on highland-grown Blue Weber agave from Jalisco, prized for its slower maturation, higher sugar content, and naturally nuanced flavor. “Quality starts at the root — literally,” he says. “You can taste the care and elevation in every sip.”



Then comes the twist: champagne yeast. “That’s where the magic starts,” Morgan shares. “It gives Chrome Horse this bright, almost effervescent quality. It makes the agave sing.” The touch of natural vanilla isn’t there to sweeten — it’s a detail, a whisper, softening the finish like cashmere over bare skin. “Every element was chosen to create balance — fresh, clean, and unexpectedly elegant.”

Unlike traditional production that relies on aggressive heat, Chrome Horse uses infuser technology, preserving the agave’s fresh character while cutting down environmental impact. The result? A spirit that’s cleaner, greener, and undeniably modern. “We wanted the vibrancy of the agave to come through,” Morgan says. “Not get cooked out.”

Triple distillation is the final flourish — a process of stripping away anything superfluous until what’s left is pure, velvety, and precise. “That third pass is about refinement. It’s what makes Chrome Horse taste like clarity.”

Chrome Horse is more than a spirit. It’s a universe. A shimmering, unapologetic world that fuses design, music, nightlife, fashion, and ritual. “From Mykonos beach clubs to NYC rooftops, we’re curating moments that feel cinematic,” Morgan explains. “The tequila is the heartbeat. But the lifestyle? That’s the pulse.”

The packaging alone is a power move: a sharp-lined, heavyweight chrome bottle that’s part sculpture, part siren call. “I wanted it to feel like an object of desire — something you want to hold, display, photograph,” says Morgan. “Elegant, rebellious, and impossible to ignore.”

And Chrome Horse shows up, at Lil Nas X’s single launch, LadyLand Festival, high-design parties, and candlelit lounges with just enough edge. “We don’t attend events. We create moments,” he says. “We bring back the lost art of having fun — real, unfiltered energy that makes people let loose.”

His signature pour? On the rocks with a slice of orange. “It lets the spirit speak,” Morgan says. But when the mood calls for a cocktail: “It’s a skinny spicy margarita all the way.”

Morgan is the rare founder who understands that building a brand means building a culture. “We’re not here to follow trends,” he says. “We’re here to set a new standard.” In an industry long tied to tradition, Chrome Horse feels like beautiful rebellion — respectful of the roots but unafraid to write its own rules. No fake folklore. No dusty hacienda clichés. Just a new kind of glam.

For VIVANT, which prizes elegance with edge and innovation that stirs the senses, Chrome Horse is exactly the kind of brand that belongs on the list — and at the table.

Welcome to the new rules. Jack Morgan wrote them in chrome.In an era where smoky gimmicks and filtered branding run rampant, Chrome Horse Society Tequila gallops in with radical elegance — unapologetically clean, meticulously crafted, and impossible to ignore. That’s precisely why it lands squarely on this year’s VIVANT List — our curated celebration of brands that don’t just play in the luxury space but shape it.

Crafted with just four ingredients — 100% Blue Weber agave, champagne yeast, spring water, and a whisper of natural vanilla — Chrome Horse isn’t trying to keep up. It’s setting a new pace. “Luxury should never mean compromise,” says founder Jack Morgan, the visionary behind the brand’s chrome-glinting bottle and uncompromising ethos. “No artificial additives, no cane alcohol, no shortcuts. If we’re going to do tequila in a bold, elevated way, we’re going to do it right.”

“Every element was chosen to create balance — fresh, clean, and unexpectedly elegant.”

That commitment to purity starts at the source. Morgan insists on highland-grown Blue Weber agave from Jalisco, prized for its slower maturation, higher sugar content, and naturally nuanced flavor. “Quality starts at the root — literally,” he says. “You can taste the care and elevation in every sip.”

Then comes the twist: champagne yeast. “That’s where the magic starts,” Morgan shares. “It gives Chrome Horse this bright, almost effervescent quality. It makes the agave sing.” The touch of natural vanilla isn’t there to sweeten — it’s a detail, a whisper, softening the finish like cashmere over bare skin. “Every element was chosen to create balance — fresh, clean, and unexpectedly elegant.”

Unlike traditional production that relies on aggressive heat, Chrome Horse uses infuser technology, preserving the agave’s fresh character while cutting down environmental impact. The result? A spirit that’s cleaner, greener, and undeniably modern. “We wanted the vibrancy of the agave to come through,” Morgan says. “Not get cooked out.”

Triple distillation is the final flourish — a process of stripping away anything superfluous until what’s left is pure, velvety, and precise. “That third pass is about refinement. It’s what makes Chrome Horse taste like clarity.”

Chrome Horse is more than a spirit. It’s a universe. A shimmering, unapologetic world that fuses design, music, nightlife, fashion, and ritual. “From Mykonos beach clubs to NYC rooftops, we’re curating moments that feel cinematic,” Morgan explains. “The tequila is the heartbeat. But the lifestyle? That’s the pulse.”

The packaging alone is a power move: a sharp-lined, heavyweight chrome bottle that’s part sculpture, part siren call. “I wanted it to feel like an object of desire — something you want to hold, display, photograph,” says Morgan. “Elegant, rebellious, and impossible to ignore.”

And Chrome Horse shows up, at Lil Nas X’s single launch, LadyLand Festival, high-design parties, and candlelit lounges with just enough edge. “We don’t attend events. We create moments,” he says. “We bring back the lost art of having fun — real, unfiltered energy that makes people let loose.”

His signature pour? On the rocks with a slice of orange. “It lets the spirit speak,” Morgan says. But when the mood calls for a cocktail: “It’s a skinny spicy margarita all the way.”

Morgan is the rare founder who understands that building a brand means building a culture. “We’re not here to follow trends,” he says. “We’re here to set a new standard.” In an industry long tied to tradition, Chrome Horse feels like beautiful rebellion — respectful of the roots but unafraid to write its own rules. No fake folklore. No dusty hacienda clichés. Just a new kind of glam.

For VIVANT, which prizes elegance with edge and innovation that stirs the senses, Chrome Horse is exactly the kind of brand that belongs on the list — and at the table.

Welcome to the new rules. Jack Morgan wrote them in chrome.