In the ever-evolving world of wines and spirits, it comes as no secret that authenticity and craftsmanship stand out as the key ingredients for success. Lyquestra Lighthouse Wine & Spirits Co., founded by DeSean Robinson, embodies this philosophy, blending deep-rooted values with an ambitious vision for the future. Founded with a mission to create premium, story-driven brands, Lyquestra Lighthouse is carving out its space in the competitive global market, one brand and bottle at a time. In order to get a glimpse behind the brand glam, London Spirits Competition sat down to converse with DeSean Robinson to uncover the journey behind the brand, its flagship tequila, and plans for expansion.

The Story Behind Lyquestra Lighthouse

Can you share the story behind the founding of Lyquestra Lighthouse Wine & Spirits Co.? What inspired you to create it?

The name "Lyquestra" was given to me by my grandmother. The prefix "Lyq" means "manly" or "godly," while "questra" refers to the quest of the stars. This symbolism perfectly aligns with my vision—to create a brand that embodies resilience, leadership, and ambition. Adding "Lighthouse" to the name reinforces our commitment to guiding our company and consumers toward excellence.

The inspiration behind Lyquestra Lighthouse stems from my personal journey. I wanted to build something that reflects who I am and what I believe in—striving for greatness, reaching for the stars, and leaving behind a legacy. Each brand we develop tells a story, crafted with passion and a dedication to excellence.

The Vision for Lyquestra Lighthouse

What is your long-term vision for Lyquestra? How do you see the company evolving in the global spirits and wine market?

Our goal is to become a globally recognized name in the wine and spirits industry. We aim to achieve this by offering premium, niche, and craft products that stand out for their quality and storytelling.

We want to create a strong brand identity with products that not only taste exceptional but also connect with consumers on a deeper level. From launching high-quality wines and spirits to expanding into related lifestyle products such as mixers and glassware, our focus is on delivering an immersive experience. Digital expansion is also key—we plan to leverage e-commerce, virtual tastings, and direct-to-consumer strategies to reach a global audience.

Amarnos Tequila

Brand Values and Craftsmanship

What values or ideals are at the heart of your brand? How do these influence the products you create?

Lyquestra Lighthouse is built on values of honor, sacrifice, courage, and new beginnings. As a Purple Heart recipient, I carry these principles into everything we do. Our mission is to create high-quality, story-driven products that reflect passion and craftsmanship, ensuring that every bottle we produce represents dedication and artistry.

Introducing Amarnos Tequila

Let's talk about Amarnos Tequila, your flagship product. Can you tell us more about its production process and what makes it unique?

Amarnos Blanco Tequila is a premium sipping tequila made from the Highlands and Lowlands of Jalisco, Mexico, giving it a distinctive fruity and citrus-forward profile. Distilled twice for exceptional smoothness, it embodies our commitment to quality.

The name "Amarnos" means "LOVE US," reflecting our belief that consumers should love our craftsmanship as much as we love creating it. Every sip of Amarnos Tequila delivers a luxurious, lingering taste derived from 100% agave, making it a standout in the market.

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Expanding Into the UK Market

How do you plan to position Amarnos in the UK market? Are there specific consumer trends you are targeting?

We plan to introduce Amarnos through influencer partnerships, social media marketing, and interactive events such as cocktail showcases and educational tastings. The UK market is increasingly embracing additive-free, high-quality tequilas, and we want to connect with consumers who value authenticity and craftsmanship.

DeSean Robinson, Founder of Lyquestra Lighthouse Wine & Spirits Co.

Beyond Amarnos Tequila, what other wine & spirits categories are you exploring under the Lyquestra umbrella?

We have ambitious plans to expand into vodka, whiskey, cognac, rum, and a diverse range of wines, including Moscato, Pinot Noir, and Riesling. Our focus is always on quality, ensuring that each new product embodies the same level of craftsmanship and attention to detail.

Building the Brand and Identifying Market Opportunities

How do you approach identifying and developing new brands? Are there specific qualities or niches you’re aiming to fill?

We conduct thorough market research and trend analysis to understand evolving consumer preferences. Our goal is to craft premium spirits and wines with distinct characteristics, superior ingredients, and innovative flavors. We also prioritize collaborations with winemakers and distillers to ensure each product has a unique market positioning.

Are you currently seeking partnerships with UK distributors or retailers? What type of collaborations are you envisioning?

Yes, we are actively seeking partnerships in the UK. We envision collaborations that include in-store tastings, influencer-driven events, festivals, and virtual experiences to enhance consumer engagement and drive brand awareness.

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Standing Out in a Competitive Market

How does Lyquestra Lighthouse differentiate itself in the spirits industry?

Lyquestra Lighthouse sets itself apart through craftsmanship, transparency, and storytelling. Our brands are more than just beverages—they are experiences that connect with consumers on an emotional level. From our premium sipping tequila to our innovative marketing strategies, we are committed to delivering excellence.

We also emphasize luxury and prestige positioning, ensuring that every product we launch maintains the highest quality standards and appeals to discerning customers.

Amarnos Tequila

A Message to Consumers and Partners

What’s the most important story or message you want consumers to associate with your brands?

We want consumers to see Lyquestra Lighthouse as a brand built on integrity, honor, courage, and sacrifice. Our products reflect artistry and passion, and we hope to inspire appreciation for the craftsmanship behind every bottle. As a veteran-owned business, we also want to honor and acknowledge our veterans worldwide.

As you enter the UK market, what efforts are you making to understand and appeal to local tastes and preferences?

We are committed to working closely with UK retailers and e-commerce platforms while also attending major industry events such as the London Wine Fair. By engaging with local consumers, we aim to tailor our approach to meet their evolving preferences.

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Looking Ahead: The Future of Lyquestra Lighthouse

What does success look like for Lyquestra in the next five years?

Success means expanding our distribution both nationally and internationally, establishing Lyquestra Lighthouse as a top-tier brand in the wine and spirits industry. We envision being among the top ten companies in the sector, recognized for our commitment to quality and innovation.

Lastly, what would you say to UK merchants and distributors considering bringing Lyquestra products into their portfolios?

If you choose Lyquestra, you’re adding a brand that stands for excellence, quality, and craftsmanship. Our products not only compete with major global brands but also offer a unique, smooth, and luxurious experience that consumers will return to time and time again.

While based in the USA, Lyquestra Lighthouse Wines and Spirits Co. is on the lookout for partnership inquiries from the UK. Those interested can reach out to DeSean Robinson amarnosllc1@gmail.com.

Header image sourced from DeSean Robinson.

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