Global superstar KAROL G brings her Casa Dragones collaboration home
Global superstar KAROL G is expanding her entrepreneurial portfolio. In partnership with Casa Dragones, the small-batch tequila house founded by Bertha González Nieves, the artist has officially announced the continued expansion of 200 Copas by Casa Dragones into Colombia.
The move marks a symbolic milestone: bringing the ultra-premium cristalino tequila to KAROL G’s home country and closer to the communities that helped shape her rise. Following its initial debut in Mexico and the United States, Colombia becomes the next strategic market in the brand’s international rollout, with additional territories expected to follow.
From Multiplatinum Hit to Ultra-Premium Tequila
Inspired by KAROL G’s multiplatinum single “200 Copas,” the tequila represents a rare cross-industry collaboration between two Latina founders with global reach. Positioned as a small-batch, ultra-premium cristalino expression, the product is crafted from 100% Blue Weber agave grown in the volcanic soil of Tequila, Jalisco. It is aged for over 12 months in custom American oak barrels and filtered for clarity, resulting in a crystal-clear body with notes of citrus, almond, roasted agave, and a rounded finish.
Beginning tomorrow, consumers in Colombia will be able to purchase 200 Copas via the official website and select retailers across Antioquia, Boyacá, Caldas, Cauca, Risaralda, Sucre, and Tolima. The broader Casa Dragones portfolio, including Joven, Blanco, Añejo Barrel Blend, and Mizunara Reposado, will also be available in the country.
Career Context: KAROL G’s Strategic Evolution
For KAROL G, this expansion signals more than a product launch. It reflects a calculated evolution in her career arc. After solidifying her position at the top of Latin pop and urbano with global tours and chart-dominating albums, she has increasingly moved into ownership-driven ventures that extend her brand equity beyond streaming numbers and ticket sales.
While artist-branded spirits are not new in the music industry, few Latin artists have tied a product so directly to a signature song that resonated culturally across markets. “200 Copas” was not simply a streaming success; it became a fan anthem rooted in empowerment and shared celebration. Translating that narrative into a premium tequila positioned around craftsmanship and authenticity elevates the partnership beyond standard celebrity endorsements.
Industry & Market Context: Latin Artists in the Spirits Economy
The expansion into Colombia also reflects a broader shift within the Latin music ecosystem. As Latin artists achieve sustained global recognition, many are building parallel business verticals in fashion, beauty, and spirits. The tequila category, in particular, has seen consistent premiumization, with consumers increasingly gravitating toward small-batch and heritage-driven brands.
By aligning with Casa Dragones, already established within the ultra-premium tequila tier, KAROL G is entering the market through credibility rather than novelty. The Colombian rollout positions the product within a market that understands its cultural impact, potentially strengthening both brand loyalty and long-term international scalability.
Why This Matters Right Now
This moment underscores a key shift in Latin music’s power structure: today’s global Latin artists are not only cultural ambassadors but equity partners and brand builders. KAROL G’s move reflects the growing economic leverage of Latin artists who can activate both North American and Latin American markets simultaneously.
It also signals a deeper narrative. Rather than exporting success outward and leaving home markets as secondary, this expansion centers on Colombia as a priority. In an era where Latin music continues to globalize, maintaining a strong domestic market presence remains a powerful statement of identity and long-term strategy.
What’s Next
With Colombia now activated, additional territories are expected to follow as 200 Copas by Casa Dragones expands its footprint. For KAROL G, the tequila venture reinforces her status not just as a chart force, but as a modern Latin entrepreneur building sustainable cultural capital.
As Latin artists continue diversifying into ownership-led ventures, the line between music and business strategy grows increasingly intertwined.
For more updates on Latin music’s biggest business moves and cultural moments, visit LaMezcla.com and stream curated KAROL G playlists now on the LaMezcla Music App.