A MESSAGE FROM
THE CREATOR
After over 25 years in luxury hospitality, my appreciation for tequila evolved into something deeply personal. My passion led me to Guadalajara, where I studied sensory evaluation, tasted through hundreds of brands, learned from master distillers, and immersed myself in the rich culture behind the craft. This journey became the foundation of Coba. Having enjoyed tequila with coconut water for years, I discovered a fascinating historical connection between the two—and I knew I had to explore it. COBA is the result: a tribute to the spirit of Mexico, blending tradition with a fresh, crisp, and distinctly original perspective
STEVEN MINOR
MEET THE TEAM
Driven by a shared lifestyle and a unified vision, the COBA team brings together diverse expertise to create something genuinely exceptional where true distinction is rare. We believe that exceptional products are born from rigorous thinking and seamless collaboration.
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STEVEN
MINOR
FOUNDER
With 25 years in luxury hospitality, Steven serves as Corporate Beverage Director for a premier hospitality group. An award-winning mixologist and expert judge, he has designed global cocktail menus for 5-star hotels, bringing elite industry expertise to the COBA Team.
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A N A M A R Í A
R O M E R O
MAESTRA
TEQUILERA
One of the world's most awarded Maestra Tequileras, including being named Tequila Master of the Year by Tequila Aficionado magazine, Ana Maria brings decades of experience into the world of tequila. Founder of “Creativa Sensorial”, Ana is a pioneer in the study of Tequila Aromas. processes, and how they are perceived by the senses.
CAROLINA
PITRELLI
CO- FOUNDER
COBA Co-founder Carolina merges complex logistical expertise with a sharp aesthetic eye to lead our supply chain. She directs all premium sourcing and bottle manufacturing to ensure every detail delivers natural, easygoing luxury.
YUSUF
HAQUE
CO-FOUNDER
Yusuf has spent twenty-seven years in finance and now focuses on private investments. Over that time he has worked with a number of start-ups, generally with similar characteristics: talented founders with unique ideas, and situations for which his experience is genuinely useful.
With over 25 years in luxury hospitality, Coba Tequila founder Steven Minor developed a deep appreciation for tequila that led him to study sensory evaluation in Guadalajara. Inspired by the craft, local distillers, and tequila culture, he envisioned a new expression
CHAAC
The Mayan connection is not a branding choice. It's a philosophy. Our iconography centers on Chaac — god of rain, of water, of the life force that moves through every living thing. To the Maya, water was not a resource. It was the thread connecting all things.
To advance into the future, we must travel back into the past.
This isn't mysticism for its own sake. It's a position we hold seriously: that ancient civilizations encoded a wisdom we have since misplaced, and badly need to recover. The Maya understood time not as a linear march toward progress, but as a spiral — the deep past and the far future folded into each other: the way forward, running straight through what came before.
When you drink Coba, you consume that connection in some small and literal way. The agave is ancient. The water is elemental. The act of sharing a drink with another human being is as old as civilization itself. Coba is the elixir that makes it visible.
We are a community oriented toward healing — but the healing is not in the bottle. It's in the state of consciousness the community reaches for: the ritual, the presence, the ancient connection.
TOMORROW IS STILL YOURS
SUSTAINABILITY
Sustainability at the distillery is approached as a core
responsibility of production. Environmental impact is actively managed through efficient use of water and energy, strict adherence to Mexican and international regulations, and ongoing improvements across operations.
All agave is fully traceable from field to harvest through the
ARA (Environmentally Responsible Agave) certification system, which helps ensure responsible cultivation and the protection
of natural areas. More than 90% of production energy is
generated using a biomass boiler powered by wood chips, significantly reducing greenhouse gas emissions.
Waste is managed with care throughout the process, including recycling and the reuse of agave fibers to support soil health. Together, these practices reflect a long-term commitment to preserving the land, resources, and communities that make
tequila possible.
