By Jennifer Colosimo
After 30 years of building brands throughout Atlanta, Joe McGinnis knew Don Cosmé was different. It wasn’t just another job—this was the opportunity he had been preparing for his entire career. Today as Don Cosmé’s co-owner, he helps shape a heritage tequila brand with real character, real visual potential and real room to grow. And his Midtown hub is the perfect spot to do it.
What has surprised you most since joining this industry?
Joe McGinnis: This business runs on relationships. Spirits may live on the shelf, but brands are really built person to person — through trust, distributor partnerships, hospitality friendships and people willing to take a chance on something independent. That has reinforced something I already believed from the branding world: the best results come when you bring people into the story early.
What inspires you most and why?
JM: I’m deeply inspired by Mexico’s culture, artistry and symbolism — especially alebrijes and Día de los Muertos. There is so much beauty in the way storytelling, spirit, color and heritage come together.
How is Don Cosmé unique in the spirits market?
JM: Don Cosmé has roots dating back to 1907. Since the beginning, we’ve approached the brand with equal parts discipline and imagination. Our Flavor Dog labels — what we often call our Spirit Guides — were inspired by alebrijes, Día de los Muertos and a deep reverence for Mexico’s culture and heritage. Each expression has its own distinct label, designed to reflect the flavor notes inside the bottle. It turns the bottle into both a work of art and a learning tool, which has become one of our most celebrated differentiators on the shelf.
Why do you love running this business from Midtown?
JM: Midtown gives us the sense of connection. This is a neighborhood built on the arts, diversity, hospitality and community. I have always hoped Atlanta would see Don Cosmé not simply as another bottle on the shelf, but as an Atlanta-led success story people could take pride in supporting. Five years in, I am deeply grateful for the restaurants, retailers and hospitality leaders who embraced our story early and helped give the brand real momentum.
The Jalisco Espresso Martini
Ingredients
- .25 ounces agave nectar
- 1 ounce espresso
- .5 ounces espresso liqueur
- .5 ounces amaro liqueur
- 1.5 ounces Don Cosmé Reposado
Garnish: 3 espresso beans
Directions
Shake well with ice and strain into a chilled martini glass.
