After a tiring day of meetings and visiting key accounts in Austin, TX, Andres Garcia, Regional Sales Manager for family owned Embajador Tequila, was kind enough to visit with us in our San Antonio offices of Tequila Aficionado Media. Over pizza and pours of Embajador reposado, Andres shared some insights into the SIP Award winning tequila brand.
We Are Family
In this clip, Andres tells how he and his wife, Esmeralda, first became involved with the estate grown Embajador tequila, as well as some of the symbolism depicted on the bottle.
Shortly after their return from Mexico, Andres continued his preparation by seeking guidance from his father on Embajador’s flavor profile and potential in the tequila market.
Continuing Education is Key
Relentless in his pursuit of proper preparation, Andres discusses the value of continuing education. He also reveals that by working with famed Maestra Tequilera, Ana Maria Romero Mena, he has improved his tasting techniques in the field, and has amped up his appreciation for the entire tequila process.
The Pride of Telling Your Story
In this clip, Andres admits his passion for the family brand and why he prefers to conduct his own event tastings.
In this snippet, Andres shares how he separates Embajador tequila from the rest of the pack when visiting potential customers.
Slow And Steady
A handful of well known brands already come from the distillery (NOM 1509), but Andres has no illusions of what it will take to make its flagship Embajador tequila successful.
Savvy Guerilla Marketing
Aside from entering carefully selected tasting competitions like the SIP Awards, Andres has also sought unique ways to help promote Embajador.
Embajador tequila signature cocktails are featured prominently on the brand’s website including a whimsical drink inspired by and dedicated to popular Latino stand-up comic, Gabriel “Fluffy” Iglesias, himself a fan of Embajador.
The family has also partnered with Mariachi Nuevo Tecalitlan one of the hottest mariachi groups in Mexico. As they travel globally, these talented mariachis bestow special bottles of Embajador (ambassador, in Spanish) to foreign dignitaries at each Mexican embassy they visit.
Additionally, understanding the value in being a start up company, Embajador was a sponsor of the female led indy film Salt, Liquor, Lime in which they received prominent product placement.
Here, Andres relates the extent of the family’s long term commitment even in the midst of the current agave shortage, as well as a scoop on an upcoming release to its line of award winning expressions. [Spoiler Alert!]
Not To Go Wide, But To Go Deep
Andres Garcia expresses the family’s philosophy on the future of Embajador tequila.
It’s obvious that the family is building more than just a brand. They are creating a legacy that is focused on producing quality tequila.
“After all,” concludes Andres Garcia, “tequila is Mexico and we are proud to be one of its Ambassadors.”
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