Everything you love about Mezcal and Tequila, but made in South Africa. That’s what Leonista is all about. Founded by Sarah Kennan, who we first met in 2016 when she started her label, Leonista 100% Agave Spirit is crafted in the Karoo, where traditional Mexican techniques meet pure local agave. Since then, Leonista has grown from its home-distillery days into an award-winning, nationally recognised brand with an international footprint. To top it all off, their products are completely organic, and with their 1% for the Planet initiative, they are committed to protecting the environment by donating 1% of their annual sales to Samara Karoo Reserve, helping rewild the Karoo.
This Women’s Month, we catch up with Sarah to talk about the brand’s evolution, those who inspire her and how more women are making their mark in the spirits industry. Join the conversation.
Leonista is almost a decade old! How has the brand evolved since its earlier days?
It’s wild to think we’re nearly a decade in. Leonista started as a small, home-based distillery experiment and has grown into a nationally recognised brand that’s exported internationally. In the early days, it was just me, a few barrels and a lot of late nights. Today, we have a dedicated team, a strong production network, a visitor experience and the capacity to share our Karoo-grown agave spirits with the world. The heart of the brand is still the same, but the scale, polish and reach have grown enormously.
You went from a home distillery to a full operation. Has the crafting process changed?
Our process has definitely evolved. We still make Leonista the artisanal way – slow-roasted agave hearts, natural fermentation and copper pot distillation – but it’s now backed by more refined equipment, quality control and sustainable sourcing. In the beginning, we only had a wood-fired oven to produce smoky (Mezcal-like) spirit. We have since managed to upgrade to a new distillery space in Cape Town that has the capacity to produce a non-smoky (Tequila-like) spirit.
Starting South Africa’s first 100% agave spirit brand is bold. What gap did you see in the market, and how did you know it was the right time?
I get really bad hangovers from other types of alcohol, especially wine. Quality 100% agave Tequila was my solution to that, and I wanted to help others also discover and benefit from that solution. I was at a stage in my life where I was ready to start something and had just finished reading ‘Let My People Go Surfing’, Yvon Chouinard’s book about starting Patagonia Inc. I found it very inspiring, and I wanted to start with a similar ethos.
Going overseas on a research and development trip was the catalyst and ‘put a monkey on my back’ that I needed to create the same quality products in SA that I experienced in Mexico, using South African agave. We have wild agave growing in the Karoo that’s perfectly suited for distilling – it felt like a missed opportunity. The timing was right because the craft spirits wave was growing, and people were ready to explore beyond craft gin and beer.
What does terroir mean for agave, and how does Karoo-grown agave compare to Mexico’s?
Terroir is the unique fingerprint that the environment leaves on a plant and the flavour of spirit it produces – the soil, climate and altitude all influence its flavour. Karoo-grown agave develops a slightly different sugar profile than Mexican agave, thanks to our semi-arid climate and mineral-rich soil. The result is a spirit that’s smooth, earthy and subtly different from its Mexican cousins – still recognisable, but distinctly South African.
What’s been the most challenging and the most rewarding part of this journey?
The most challenging part has been navigating an industry that’s heavily regulated and dominated by big players – getting shelf space and educating consumers about 100% agave spirits wasn’t easy. The most rewarding part? Watching people take their first sip of Leonista and have that ‘wow’ moment, and knowing it came from a dream I once had while travelling in Mexico.
I am also very proud of our 1% for the Planet commitment, which contributes towards conservation. I am thrilled to be in partnership with Samara Karoo Reserve, and that every bottle of Leonista sold helps support their vision of protecting wild places.
With more women in the alcohol industry, how does it feel to be part of that change?
The more ‘lionesses’ out there, the better! I’m proud to be one of them and hope I can support more women out there creating beautiful products. It’s empowering.
For a long time, spirits were seen as a male-led industry. Now, more women are not just entering the space but shaping it. I’m proud to be part of a movement that’s bringing fresh perspectives, innovation and, hopefully, more of a woman’s touch to the industry.
How do you see the spirits industry evolving?
Consumers are becoming more conscious and health-focused, and want to support brands that are pro-sustainability. They want quality over quantity. They want the fun without the negative consequences the next day. Quality, sustainability and authenticity are vital; that’s why Leonista is 100% Organic and committed to our 1% for the Planet initiative. It’s also about experience and the community you create around the brand as much as the liquid in the bottle.
Your favourite way to enjoy Leonista?
Reposado Black is smooth like butter, so I like it neat or on the rocks. I have been experimenting with coffee martinis with this one, which is great.
Honey Reposado is great for any celebration, with that extra boost you get from the wild fynbos honey ingredients. I love a fresh Paloma made with Leonista Honey Reposado, grapefruit, lime and a dash of soda. I also love mixing the Honey Reposado with a local kombucha for a ‘conscious cocktail.’
Blanco, our Mezcal equivalent, is smooth and smoky, making it ideal for a classic Tommy’s Margarita with fresh lime. That smoky Mezcal flavour shines through.
When you’re not busy running an entire business, how do you recharge?
The ocean and mountains. I am a passionate surfer, and the ocean always fills my cup. Being outdoors is my reset button, whether it’s a surf, a hike or an adventure. Nature gives me perspective and creative clarity. As of late, I’ve also been getting in touch with my creative side more by starting art projects and picking up writing again.
The best way to avoid hangovers?
Choose 100% agave, drink with respect and don’t mix spirits!
Whether it’s Leonista or a quality Mexican Tequila or Mezcal, make sure you drink 100% agave spirits – i.e. not mixed with any additives. Also, hydrate between drinks, and if you make cocktails, use fresh ingredients without any sugar. I started this company because I hate hangovers, so I hope Leonista can help people minimise theirs.
If you could raise a glass to the women who’ve helped shape you, who would they be?
I’d toast my mother for her strength, always lending a kind ear – I can always talk to her – and her sense of humour that makes me laugh. My closest girlfriends for their constant support. Lastly, to all the women entrepreneurs I’ve met along the way who have shown me what it means to be a woman in business and make that an advantage rather than a con.
Advice for aspiring entrepreneurs?
Start something you would be prepared to do for free. You may have moments when that happens, so you need the passion to fuel you through the tough times. Be curious, stay adaptable and be prepared to work harder than you imagined. Surround yourself with people who believe in your vision, but aren’t afraid to challenge you.
What’s next for Leonista?
We are going through an exciting funding round at the moment to help support our export footprint and launch an upgraded look and taste, which I am very excited about. We are also developing a destination experience that will give people an immersive Leonista experience with a ‘touch of wild’.
Taste Leonista 100% Karoo Agave Spirit – shop here. Keep up with them at the links below.
