Medhat Ibrahim, Kaws and chef Nobu
The best tequila often enchants the palette and evokes the spirit of the country where it was grown and blended. From the terroir to the smokiness of the añejo, tequila has ascended to levels of connoisseurship normally inhabited by fine scotches, wines and whiskeys.
Taking that collector mentality one step further, Qui Tequila has put together a very limited edition collection of its fabled tequila created in partnership with luminary street artist Kaws and global chef extraordinaire, Chef Nobu.
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Blending art, cuisine, and spirits, Qui’s Nobu Rare collector edition consists of 1,650 total bottles featuring a unique label created by Kaws himself, and an elixir created in collaboration with chef Nobu, creating a rare delight for the house’s most esteemed collectors.
We sat down with Medhat Ibrahim, the founder of Qui Tequila, to talk about the convergence of art, food and tequila, and what the future holds for the storied brand.
Qui Tequila has teamed up with renowned chef Nobu and the iconic artist Kaws for this new partnership. How did this collaboration come about, and what was the inspiration behind it?
From the start, collaborating with chef Nobu felt natural. His love for tequila is well known, and during a tasting at Nobu Downtown, I could see how impressed he was with Qui. That moment really set things in motion. It wasn’t just about the tequila; it was about our shared vision and values around craftsmanship and innovation. Nobu’s dedication to perfection aligns with ours at Qui.
When Kaws joined the project, it elevated everything. He transformed our bottle into a true piece of art, blending his bold, modern aesthetic with the luxury and craftsmanship we represent. Together, we’ve created something more than just a tequila—it’s a celebration of culinary mastery, artistic vision, and a passion for tequila.
Both tequila-making and culinary artistry share a deep reverence for craftsmanship. How does your approach as a master blender resonate with chef Nobu’s culinary philosophy? Have there been any shared experiences or creative processes?
Both Nobu and I are perfectionists in our fields, and that shared mindset is key. Tequila is Nobu’s spirit of choice, and we’ve built on that connection. His culinary philosophy of balancing tradition with innovation mirrors how we craft our tequila.
Before the 2025 Nobu Rare, we had the honor of collaborating on the Nobu Rare Blend in 2023, which was his first tequila partnership. That experience deepened our connection, allowing us to bring together our worlds of fine dining and premium spirits. It’s all about respecting the craft while pushing boundaries.
Kaws’ bold and playful art adds a vibrant visual layer to this collaboration. How does his artwork align with the sensory experience of Qui Tequila? Does his creative style influence your thoughts about the tasting experience?
Kaws brings a unique energy to the collaboration, and his work adds a creative edge that complements our ethos at Qui. His bold, contemporary art style plays well with the elegance and craftsmanship of our tequila. When you see the bottle, you’re already experiencing something visually striking, and that sets the stage for what’s inside.
His creativity adds to the multisensory experience—just like tasting a fine tequila, where flavor, texture and aroma come together, his art transforms the bottle into something to be savored with your eyes before you even take a sip.
Were there any challenges in aligning your traditional techniques with the modern influences of Nobu and Kaws?
This partnership is a perfect reflection of our philosophy—honoring tradition while embracing innovation. The challenge, if you can call it that, was making sure that the tequila, the art, and the culinary aspects all flowed together seamlessly. But it wasn’t hard because we’re all on the same page when it comes to striving for perfection. Nobu’s attention to detail and Kaws’ bold vision pushed us to elevate every part of the process. The result is a tequila that’s rich in tradition but also a modern work of art, both inside and out.
When people sip Qui Tequila alongside chef Nobu’s dishes, how do you hope the flavors will interplay?
We’ve designed the 2025 Nobu Rare to be an experience that enhances Nobu’s cuisine. The tequila is complex yet smooth, with layers of flavor that complement his dishes without overpowering them. It’s about balance—just like in Nobu’s food, where each ingredient plays a role, the tequila adds depth to the dining experience. The oak-aged richness of the tequila brings warmth, while the clean agave notes keep things fresh, much like Nobu’s focus on high-quality, clean flavors.
Could you give us a glimpse into the creative process behind this collaboration? Were there tasting sessions with Nobu?
Yes, the tasting sessions were crucial to this process. Nobu’s palate is extraordinary, and he was hands-on in selecting the flavor profile that would work best with his dishes. We did several tastings together to ensure the tequila had the complexity and refinement we were aiming for. It wasn’t just about making a great tequila—it was about creating something that aligns with Nobu’s culinary artistry and Kaws bold design.
Luxury is intrinsic to both Qui Tequila and Nobu’s restaurants. How do you ensure the tequila remains an elevated experience for connoisseurs in such a high-end culinary setting?
Luxury is all about attention to detail, and we make sure that every aspect of the tequila—down to the last drop—meets the highest standards. From the 25-year aging process to the design of the bottle, every detail is crafted to deliver a premium experience. We want the tequila to stand out not only as a beverage but as a complement to the entire dining journey at Nobu. It’s an elevated experience for connoisseurs who appreciate the finer things, whether that’s tequila, food, or art.
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What excites you most about Qui Tequila's future? Can we expect more creative partnerships that bridge the worlds of fine art, food, and spirits?
The future of Qui Tequila is all about pushing the boundaries of what tequila can be. Collaborations like this one open the door to new possibilities—bringing together the worlds of fine art, culinary mastery, and premium spirits in ways that haven’t been done before. We’re always looking for innovative partnerships that align with our passion for craftsmanship and creativity. There’s definitely more to come, and we’re excited to keep elevating the experience for tequila lovers and cultural connoisseurs alike.
This interview has been edited for length and clarity. Learn more about Qui Tequila’s Nobu Rare at quitequila.tribecaspirits.com.
Photography by: Courtesy of Qui Tequila / BFA
