Women In The Tequila Industry: Terray Glasman

Terray Glasman is the founder of Austin, Texas-based Amorada Tequila.

Born in Mexico City, Terray learned the meaning of responsibility very early on.

At age seven, she and her five other siblings moved to El Paso, Texas with their single mother.  At eighteen, her entrepreneurial spirit drove her to establish a telecommunications company, Monarch Advertising, in Los Angeles, California.

Tasked with supporting herself and raising a daughter, Terray quickly mastered independence, and what it took to operate a successful business.  She ran Monarch Advertising for over 30 years.

Terray also held a vision of helping others through her business efforts.  This vision became a reality when she founded the Amorada Love Movement (ALM).

ALM is a non-profit organization targeting young women by creating scholarships and teaching empowerment through the support of other local non-profits and fundraising.

Terray’s personal motto humbly strives to keep awareness to the cause behind her brand…

Her passion for helping others and inspiring young women is what now propels the business model behind Amorada Tequila.

Always keeping her Mexican heritage at the forefront of her extensive entrepreneurial career, Ms. Glasman decided to create an ultra-premium tequila that would appeal to a more sophisticated palate.

Amorada Tequila was finally launched on Halloween Day 2014, and is now available in over 255 stores nationwide in blanco, reposado, and the 2017 released anejo expressions.

Through hard work, focused determination and very positive word-of-mouth from consumers, Amorada Tequila is now garnering some well deserved attention by tequila aficionados everywhere.

Here, Terray Glasman, the maker of Amorada tequila, speaks her mind on our standard handful of questions.

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TA:  How would you describe your experiences as a woman in a primarily male dominated industry?  (What are the challenges you face when dealing with the male dominated Tequila?)

TG:  I do not focus on the fact that it is mainly a male-dominated industry.  I’ve learned long ago to be a strong woman and have worked in a mostly male-dominated industry before and it has never bothered me.

I’m passionate about my brand and what it represents and that’s all that matters to me.

I just keep moving forward and continue to be passionate and focused on every detail of Amorada Tequila.

The only challenge I have is how to bring Amorada Tequila to the palates of people worldwide.

TA: How have you been able to change things within the Tequila Industry?

TG:  I really can’t say that I have personally changed anything.  We do, however, try to bring knowledge about sipping tequila rather than “taking a shot.”

 

Exceptional tequila needs to be enjoyed slowly and with the knowledge and history of the brand to back it up.  Education is powerful and only lends to the overall experience of a brand.

The only change I truly care about is changing our customer’s minds as to how beautiful an experience exceptional tequila can bring, despite the stigma it received during the “mixto” era.

 I stay focused on what Amorada Tequila represents and the cause behind it.

I am, however, very lucky to work with people who are as passionate as I am about my brand and who only want to educate people about the tequila industry as a whole.

TA:  What do you see as the future of women working within the Tequila Industry?

TG:  A woman in the Tequila Industry is one of the biggest trends to watch for.  A Latina/Hispanic woman, with family ties to agave growers and tequila producers, in particular.

I feel that women in the tequila industry are no longer waiting on the sidelines, nor are they afraid to take the reins and produce an exceptional brand that was otherwise dominated by males.

 

We’ve “given birth” to a new perception and understanding of tequila, so to speak.

TA:  What facets of the Tequila Industry would you like to see change?

TG:  Real passion behind a brand.

And when I say “real passion” I mean not just in marketing dollars or a love for a certain brand, but a meaningful purpose behind it.  A cause that will change people’s lives and giving back to others.

We’re not perfect, nor is the tequila industry as a whole, but we can always strive for better and that’s all that matters to me.

 TA:  Do you approve of how Tequila brands are currently marketing themselves?

TG:  I refuse to judge or criticize other brands and their marketing techniques.

I can only concentrate on Amorada Tequila, one sip at a time.

TA:  Is there anything you’d like to say to women who may be contemplating entering and working in the Tequila Industry in one form or another?

TG:  Have real passion with whatever you do and in whatever role you choose to place yourself into.

No doubt there will be many obstacles along the way, but stand strong and positive.

You will most likely encounter resistance along the way; this is inevitable but you will learn from it and it will eventually make you a stronger person.  Challenges are good because we can learn from them and overcome.

Remember why you started down your path and the reason behind it.

The only faith you need is faith in yourself and the people who work next to you.

Never, ever give up!