Tag Archives: Chihuahua

Women in The Tequila Industry: Jaclyn Jacquez by M.A. “Mike” Morales

Jaclyn Jacquez considers herself an adelita, of sorts.

Soldaderas of the Mexican Revolution.

Soldaderas of the Mexican Revolution.

Adelitas were female solders (soldaderas) who were a vital force during the Mexican Revolution in the early 1900s, fighting alongside men.  As President of Don Cuco Sotol, she spearheads a sixth generation  company producing a spirit steeped in 800 years of history.

The Don Cuco Sotol line up., jaclyn jacquez

The Don Cuco Sotol line up.

Born in Albuquerque, New Mexico and raised in El Paso, Texas and Chihuahua, Mexico, this charming but fierce warrior woman is more than armed with a masters degree in International Business from the American College of Switzerland.  Under her leadership, the company trademarked its brand name, exported it first into New Mexico, and now, into New Zealand where it is gaining the attention of bars and restaurants specializing in serving handcrafted Mexican spirits-based cocktails.

Jaclyn Jacquez, President of Don Cuco Sotol.

Jaclyn Jacquez, President of Don Cuco Sotol.

In an industry where the image and story behind a spirit is crucial for its marketing success, Jaclyn and the entire Jacquez family, staunchly refuse to stray from their artisanal roots.  Opting instead to concentrate on honoring their culture and way of life in the Sonoran Desert, they have managed to capture its essence inside every bottle of Don Cuco Sotol.

As I related to author, Tom Barry, in his stellar article “A Sotol Story” (it may be bad form to quote oneself, but I’ll do so here), “There is no mistaking that Don Cuco Sotol is produced–handcrafted, micro-distilled–and lovingly brought into the market by the Jacquez family.”

A revolutionary spirit fronted by a soldadera, Jaclyn Jacquez most certainly belongs among the ranks of Tequila Boss Ladies.

To repeat, we asked a short list of five questions to prominent women leading the charge for change in the Tequila Industry and beyond.

Interview with Don Cuco Sotol’s President, Jaclyn Jacquez.

TA:  How would you describe your experiences as a high ranking woman in your position in a primarily male dominated industry?

JJ:  To be in a male dominated industry has been an empowering feeling.  The liquor industry is starting to realize the great power of influence women have in this business.  Not only do we have influence in advertisement and marketing but we are playing a major role in strategic business decisions at an international level.

Label.

Label.

TA:  How have you been able to change things within your industry?

JJ:  The sotol industry had played a major role during Mexico’s revolutionary times just as the women called ” Adelitas” did during that period.  Now its challenge, and my challenge, is to revolutionize everyone’s cocktail with this spirit.

My heritage is from Chihuahua and I, too, carry that northern revolutionary spirit within me.  I don’t think I’ve made a change in this industry, yet, but Sotol is a revolutionary drink and I’m just part of its heritage.

I just happen to be the “Adelita.”

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

Adelitas of the Mexican Revolution.

Adelitas of the Mexican Revolution.

JJ:  I see huge potential for women and the liquor industry itself.

I see women not only in the marketing aspect of it, but in the agriculture, business, social conscious awareness of it and education.  I see women taking this challenging industry to a much higher level where people will not only be asking for just well drinks but for a cocktail with a specific brand of sotol or tequila.

TA:  What things would you like to see changed?

JJ:  Awareness.

I want people to understand that tequila and sotol are not just another alcoholic beverage to drink.  It is more than that.  It is culture, art, and a spirit that has to be treated with respect.  That’s why the Ancestors called it spirits.  Consumers need to research and know what they are consuming and demand it.

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

JJ:  Yes.  It’s just like any other goal.  You’ve got to have passion and embrace every challenging aspect of this industry.

***

A soldadera relaxes.

A soldadera relaxes.

 

Find Don Cuco Sotol Online:

Don Cuco Website

Follow Don Cuco Sotol on Facebook

And on Twitter @SotolDonCuco

 

 

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Tequila Boss Ladies by M.A. “Mike” Morales

Tequila Boss Ladies

 “The world will be saved by the western woman.”

The Dalai Lama, Vancouver Peace Summit, September 2009

We’re pretty sure His Holiness had no idea that his proclamation would also include this Who’s Who of women in the Tequila Industry and beyond.

Mary ClementeJurado Tequila…

Mary Clemente gets her close-up.Exclusivity breeds demand and Clemente’s Jurado Tequila, nicknamed the Black Swan (a metaphor used to describe hard-to-predict, high-impact and far-reaching events), is so rare that you’ll have to travel to Asia or the Middle East to find it.

Jurado Tequila (photo by Ian Cuttler).

Jurado Tequila (photo by Ian Cuttler).

Solely at Duty Free stores winter 2013, with rock star celebrity chef Grant MacPherson supplying added culinary deliciousness for the tequila connoisseur and world traveler.

Paula TorresNobleza Azúl tequila…

Nobleza Azul Tequila.

Nobleza Azul Tequila.

Not only does Paula own her own brand, but she comes from a family of Highlands agave growers.  Fiercely protective of her family’s land, heritage and tradition, Paula is involved in every aspect of Nobleza’s growth.

Paula Torres

Paula Torres

Find award winning Nobleza Azúl throughout Southern California and parts of Chicago, Las Vegas and Utah.

Watch our Sipping off the Cuff episode for Nobleza Azul here.

Maribel Garcia CanoTequilas del Señor

The mysterious Ingeniera García craftily flies under the tequila radar.

Quietly going about her business supervising the quality of the tequilas churned out at the famed Tequilas del Señor distillery, she has also managed to develop the critically acclaimed Don Diego Santa Tequila.

Don Diego Santa Tequila

Don Diego Santa Tequila

 

 

“…women would become the ‘saviors of the global economy.'”

  CNN, October 2012

Carmen Alicia Villarreal TreviñoTequila San Matías de Jalisco

Carmen Villareal

Carmen Villarreal

 

 

CEO Villarreal is the only female distillery owner to date.

Launching the legendary brand Carmessí in 1999, created with the essence of today’s women in mind, its website declares, “At Casa San Matías we’ve developed different tequilas to suit all of our clients, from daring women to experienced consumers.”

Available in major markets in the US and Europe.

Dr. Ana Valenzuela-Zapata

La Diosa Mayahuel (Photo by Alberto Ramirez)

La Diosa Mayahuel (Photo by Alberto Ramirez)

Known by some as “La Diosa Mayahuel” (the Goddess Mayahuel), Ana is the final word on agave ethno-botanics and the conservation of all native species of agaves in Mexico.

This published author frequently consults to agave growers and tequila brand owners.

An outspoken advocate for agave biodiversity and defending tequila’s Appellation of Origin, her next book, The Geographic Indication of Tequila, will cover just that.

Ana Maria Romero Mena

Maestra Tequilera, Ana Maria Romero Mena.

Maestra Tequilera, Ana Maria Romero Mena.

The only woman to be given the title of “Maestra Tequilera” by the powerful National Chamber of the Tequila Industry (CNIT), Ana Maria has consulted and taught seminars for every major tequila producer in the business, as well as developed several signature tequila brands for others.

She’s even designed a kit to help describe tequila aromas and written an award-winning book on the subject.

Sophie DecobecqCalle 23 Tequila

How does a nice French biochemist/engineer become a tequila brand owner?   Simple…

Sophie Decobecq (Photo by Chris Mac)

Sophie Decobecq (Photo by Chris Mac)

She falls in love with the fermentation process, develops three different yeast cultures and produces three very different tasting tequilas.

Infusing them with her wacky sense of humor (“Tequila drives a Cadillac” is a favorite t-shirt slogan), Calle 23 is an award winner in both the US and the UK.

Calle 23.

Calle 23.

 

 

Jaclyn JacquezPresident, Don Cuco Sotol

The next hottest Mexican spirit to hit the market is not exactly tequila or mezcal.  Don Cuco Sotol has been described as the best of both worlds.

Outside of its own Denomination of Origin in the Mexican states of Chihuahua, Durango and Coahuila, sotol has been a mystery for over 800 years.

Jaclyn Jacquez, President of Don Cuco Sotol.

Jaclyn Jacquez, President of Don Cuco Sotol.

Jacquez, the great-granddaughter of Don Cuco, trademarked the name in both Mexico and the US and then began exporting this sixth generation distillate into New Mexico, Texas, California, and New Zealand.

Bertha González NievesCEO, Casa Dragones tequila…

Bertha González Nieves, CEO of Casa Dragones.

Bertha González Nieves, CEO of Casa Dragones.

Along with co-founder and Clear Channel CEO Bob Pittman, Bertha has managed to craft a highly sought after joven tequila, an often overlooked expression in the industry.

With a flavor profile that’s perfect for pairing with a myriad of cuisines, it has been praised by celebrity boss ladies Martha Stewart and Oprah Winfrey.

(For more with Bertha González Nieves click here  and Casa Dragones, here.)

“…women need to be comfortable seeing themselves as qualified leaders and risk takers.”

Arianna Huffington

With these female front runners leading the charge for change, the Dalai Lama, CNN and Arianna Huffington might not be too far off the mark.

If you enjoyed this article, look for more articles, video, and interviews on women & tequila coming soon from Tequila Aficionado Media.

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