Portraits In Tequila–Alex Viecco of Montalvo Tequila…

A full array of Montalvo tequila

A full array of Montalvo tequila

Alex Viecco, CEO of award winning and triple distilled Montalvo tequila is a new hybrid of tequila brand owner.

While he shares the passion of many of the family owned brands that I’ve had the pleasure of meeting, he has a keen business sense that comes from his many years in the financial planning industry.

In other words…

He doesn’t let his emotional attachment to the juice get in the way of his business decisions.  Like a solid investment portfolio, he is also quite diversified.

Alex Viecco unwraps Montalvo tequila.

Alex Viecco unwraps Montalvo tequila

Alex is one of the founding investors of a company that I’ve been watching with interest for some time–Greenhouse Holdings (now Premier Alliance), a company dedicated to finding a solution to the alarming Vinazas Crisis that I’ve discussed here.

As outspoken and passionate as I have been about the illegal dumping of tequila wastewaters (vinazas) by distilleries into the rivers and streams of the Paisaje Agavero, Alex has been even more of an advocate for foreign investment in wastewater processing plants as a way of combating the pollution epidemic that still haunts the Tequila Industry.

Since this February 2011 Fox News Latino news release cited here, the original project that he brought to Greenhouse’s attention has been placed on hold due to the merger with Premier Alliance.  Viecco assures, however, that the mission to clean up tequila wastewaters is again gaining traction with the present company, whose new investors include basketball great, Shaquille O’Neal.

“They are exploring a couple of different options to provide yet additional solutions in the region,” explains Viecco.

Montalvo“As you know, many of the companies are a bit leery due to the Big Guys being in so much control.  The goal is to provide a much broader solution to the region which will include the small and mid guys [tequila producers].”

“We have been talking with two groups, Premier and another group, to see who will fund a project to get things cleaned up.  My partners and I are the ones bringing in the guns to make it happen.”

“Like anything else,” Alex cautions, “it is still about relationships and foreign companies overcoming their fear of investing in foreign lands.”

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M.A. “Mike” Morales is the CEO of Tequila Aficionado Media and America’s premier tequila journalist, blogging and reporting exclusively on the trends, producers, insiders, and hottest brands in the tequila industry today.