Mike & Alex taste and discuss Partida Tequila Blanco. Find Partida Tequila online here. Partida Tequila on Facebook and Twitter. Brands of Promise LIVE Broadcast On Saturday, March 28, at 7:00 PM Central Time, the Tequila Aficionado 2014 Brands of Promise Award Winners will be announced LIVE online on Google Hangouts. Join Us on Google … Read more
Sofia Partida on Partida Tequila and Food Pairing Alexander Perez interviews the dynamic Sofia Partida of Partida Tequila at The Spirits of Mexico Event in San Diego, CA. Sofia Partida, A long time proponent of tequila and food pairing, something Lucinda Hutson, the Martha Stewart of Tequila, has been doing for a very … Read more
By Ryan Kelley | 04.19.10 With all the accolades, praise, and taste test data, how come Partida isn’t taking the country by storm and trying to dethrone Patrón’s grasp on the premium tequila market? Shansby retorts, “let Patrón be Patrón, and Patrón is what they are. It’s probably the most brilliantly marketed spirit brand, certainly … Read more
By Ryan Kelley | 04.14.10 After a thorough study of the tequila market, Gary Shansby, the founder and chairman of Partida Tequila, had the knowledge he needed to succeed, but didn’t yet have any tequila to market. Then, he met an agave farmer (a jimador) named Enrique Partida. Partida had “thousands of acres” as a … Read more
Tequila is one of the fastest growing spirits in the U.S., and Partida Tequila, one of the newest entries into the premium tequila market, is one of the most celebrated. Partida has won multiple accolades, and was the only line of tequilas to be awarded with 96-100 points for all three types of tequila in … Read more
Profiles in Agave Spirits Volume 8: The people who create and contribute to the tequila, mezcal, sotol, bacanora and other agave spirits industries (in both English & Spanish). Featured In Volume VIII: Tom Bishop – El Rayo Tequila Bingo Richey – Rancho de La Luna Spirits David Catching – Rancho de la Luna Mezcal Heidi … Read more
The title of this book “From Babes to Boss Ladies” is a reflection of the evolution of the perception of women in the tequila, and other Mexican spirits, industry over the past several decades.
This book is being published in an effort to recognize, respect and pay tribute to the contributions of modern women in the industry and to destroy the stereotypes of the “Tequila Girl”. Nothing in the text of this book could be implied or construed as disempowering to women.
I first met outspoken botanist and author Ana Valenzuela in the mid-2000s on a trip to tequila distilleries in Jalisco, Mexico. The respect and admiration this dynamo received from the male tequila producers and agaveros (agave farmers) for both her palate and plant acumen was awe inspiring.
I was determined to uncover more women in the tequila industry like her. I figured I could learn something valuable from them that would improve my understanding of this complex world of tequila.
At that time, I was aware of only two others involved with tequila–
Carmen Villarreal and Ana Maria Romero Mena. Both are included in this anthology.
Working Behind the Scenes
Unbeknownst to me, much like the Tequila Vinazas Crisis that I have previously exposed, women in the tequila industry were concealed from public view.
Marketing agencies hadn’t even considered advertising female master distillers as a selling point for tequila brands, preferring to concentrate instead on displaying scantily clad models.
In what was then a very male-dominated tequila industry, I had the feeling that there were women striving in the shadows waiting to be seen, heard, recognized and acknowledged.
A Woman’s Touch
Over these past few years, it has been gratifying to discover that there were plenty of women working in the Mexican spirits industries all along, guiding some of the most beloved tequila brands on the market.
And now, with the booming mezcal market and other Mexican spirits segments that have historically been inclusive of women, we are seeing more of them come to the forefront of their brands.
Pearls of Wisdom
In structuring the questionnaire, my mission was simple: Ask what they’re happy with, or not, and what is their ultimate message–not just to women, but to all people.
What I found most interesting was in translating the Spanish only answers to English. The more of these that I completed, the more I was gifted with a glimpse into each woman’s thought processes.
When I finished the translations, I realized that I had been handed pearls of wisdom and inspiration in each response.
Regardless of gender or language, there are lots of gems of knowledge included in the answers to our five simple questions.
This isn’t a comprehensive list of all of the women in the Agave Spirits industries. This is just the tip of the iceberg.
Profiled in this Volume:
Ana Maria Romero Mena
Dr. Ana Valenzuela-Zapata
Carmen Alicia Villarreal Treviño
Graciela González Cortes
Marie Sarita Gaytán
Leticia Aceves Alvarez
Erika Vargas Flores
Laura Espinoza Alonso
Carey Clahan and Sydney Rainin-Smith
In honor of National Tequila Day in the U.S.A., we’re sharing with you the definitive collection of Sipping Off the Cuff from our very first podcast tequila reviews to the most recent. Enjoy and Salud! Sipping Off The Cuff | 1800 Milenio http://tequilaaficionado.com/2015/03/27/sipping-off-the-cuff-1800-milenio/ Sipping Off The Cuff | 1921 Tequila Anejo http://tequilaaficionado.com/2016/01/26/sipping-off-cuff-1921-tequila-anejo/ Sipping Off … Read more
Most of the requests we receive from tequila brand owners and importers here at Tequila Aficionado Media are for our current ad rates and special promotions. Their goal is to achieve maximum coverage over several of our powerful social media networks in order to gain worldwide exposure for their agave spirits, whether it’s tequila, mezcal, … Read more
[Between seminars during the Fourth Annual San Antonio Cocktail Conference, Tequila Aficionado Media was invited to the Ambhar Tequila Relaxation Lounge inside the historic Sheraton Gunter Hotel where we finally sampled each expression of this elusive brand with a jaded past. The following day, we caught up with the new Ambhar CEO, Jaime Celorio, at the acclaimed … Read more