In the late 1990s, Hagar began selling his patrons a house brand of hand-made tequila he commissioned from a family-owned distillery in the state of Jalisco. In 1999, a wine importer from Napa Valley began to import the tequila in to the United States. An instant success, sales rose from 37,000 cases the first year to 140,000 cases in 2006, making it the second-best selling premium tequila in the United States.