Tag Archives: tequila industry

Women In The Tequila Industry: Cecilia Norman by M.A. “Mike” Morales

We continue our series of Women In The Tequila Industry with Cecilia Norman, Communication Manager for the Tequila Interchange Project, a non-profit organization and consumer advocacy group for tequila.

We asked Ceci and other prominent women leading the charge for change in the Tequila Industry and beyond a short list of questions.  As you’ll read, it hasn’t been all margaritas and roses for any of these tequila boss ladies.

TIP is comprised of bartenders, consultants, educators, academics, consumers and tequila enthusiasts. It advocates the preservation of sustainable, traditional, and quality practices in the tequila industry amid concerning trends currently becoming mainstays in the industry. Through their efforts and increased consumer education, they strive for continued growth in the tequila industry with a renewed emphasis on the importance of preserving tequila’s great heritage.


TA:  What are the challenges you face when dealing with the male dominated Tequila Industry?

CN:  It’s like any male dominated industry, you face preconceived notions of what a woman’s role is in society or the industry.

Personally, I’ve never paid much attention to any of it.  If I want to do something I make it happen.  It doesn’t matter if it’s the spirits, film, tequila, robotics, rocket science or pink elephant hunting.  It all comes down to personal effort and the pursuit for good attainable goals.  If I spent any time thinking about other people standing in the way, I wouldn’t do anything.  Instead, I think of what’s best for everyone and myself, then put my mind to getting it done.

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

CN:  I want to see it become a diverse, fair industry that makes a lot of money for everyone involved and focuses on plant health, worker health, and becoming something that is sustainable for thousands of years. TA:  Do you approve of its brands current marketing strategies?

I believe in brands that market transparently and honestly… and silliness.  Give me all your data, processes, and let me decide if I want to drink your product.  If I don’t, let’s have a conversation about it.

TA:  How would you run things? What would you like to see change?

CN:  I would run things where everything grows.  Of course some brands will do better than others, some will remain local, and some will fail entirely… but developing business to look out for what’s best for everyone will help the industry.  There are too many nuances to keep just dollar signs the main focus.

Follow Cecilia Norman on Facebook and Twitter @cecinorman.
Follow the Tequila Interchange Project on Facebook, and Twitter @ThinkTequila.

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Tequila Drinkers Are Killing the Environment a Report by M.A. “Mike” Morales

paisaje agavero, tequila, environmental impact, pollution, vinazas 03.22.12

America’s premier tequila journalist and Tequila Aficionado’s Executive Editor Mike Morales, reveals rumored environmental polluters of Mexico’s Paisaje Agavero (Agave Landscape) in the controversial and hardhitting e-report, Vinazas:  The Corpse of the Spirit of Mexico.
“In 2008, the tequila industry produced 310 million liters of tequila,” reports Morales.  “For every liter of tequila distilled, 10 liters of vinazas (wastewater) is produced.  In 2008, over 2.5 billion liters of vinazas is unaccounted for.”

Vinazas:  The Corpse of the Spirit of Mexico defines that country’s next pandemic—The Vinazas Crisis—as the unconscionable pollution of rivers, streams, arroyos, and land along the Paisaje Agavero (the Agave Landscape) voted a World Heritage Site by UNESCO in 2006.

“Close to 80 percent of the tequila produced in Mexico is exported into the United States,” explains Morales, “so the key is to make as many tequila consumers aware of the ecological dangers of mass produced tequila.”
Morales’ ambitious goal is to reach 40,000 individuals with Vinazas:  The Corpse of the Spirit of Mexico. 

“Tequila drinkers are killing the environment and they don’t even know it,” Morales continues.  In 2008, the tequila industry produced 310 million liters of tequila. For every liter of tequila distilled, 10 liters of vinazas (wastewater) is produced. In 2008, over 2.5 billion liters of vinazas is unaccounted for.
“It’s urgently important to educate ecologically minded spirits purchasers on these crimes.”

Moreover, this e-reportwill inform readers of the possible solutions to the Vinazas Crisis being used in the race to save the Paisaje Agavero.

“To have the stark beauty of the Highlands and the Lowlands of the Mexican state of Jalisco strangled by a toxic sludge that has reached crisis levels should frighten all of us,” stresses Morales, “from the casual margarita drinker, to the professional mixologist, to the diehard purist.”

Mike Moraleshopesthat the next time you reach for your favorite tequilaat your local liquor store or supermarket that you ask yourself two questions…
Is my brand eco-friendly?  And…
Am I directly contributing to the uncontrolled pollution of the Paisaje Agavero by supporting my brand’s total disregard for the environment?
“It is up to the socially conscious, ecologically minded, environmentally active tequila and/or spirits consumer to up level the catch phrase ‘drink responsibly,’”adds Morales.

“The time has come to not only drink responsibly, but to also think responsibly and act accordingly.”


To buy your copy of the e-report Vinazas:  The Corpse of the Spirit of Mexico for a mere $2.78, visit http://tequilajournalist.com/?p=72 now!  For shocking photos of vinazas pollution, log onto our Facebook page at www.Facebook.com/Vinazas.  More info on Mike Morales available at http://about.me/mikemoralestequila  For a passionate, in-depth interview on the Vinazas Crisis, call Mike NOW at 505-681-1422.  Hurry, slots are filling up fast!

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Vinazas: The Environmental Impact of the Growth of the Tequila Industry

vinazas, agave, mexico, pollution, tequila industry


Are tequila drinkers killing the environment?

There is most certainly a negative impact on one of Mexico’s most beautiful environments.

Not all tequila drinkers are contributing to this though.  In fact, by choosing your brands wisely, you will not only have a much better tasting experience, but you’ll be supporting ecologically responsible farming and distilling of this treasured spirit of Mexico.  Click here to read more.

See also:


Tequila Production is Ruining Nearby Land

In the Mexico town of Tequila, Jalisco, where the popular liquor is made, a little-known mess is being made of the land surrounding the distilleries.

For every liter of Tequila produced, ten liters of hot, liquid waste (called vinaza) and five to six kilograms of agave plant remnants (known as bagasse) are illegally disposed of.  Click here to read morein Hispanically Speaking News.

MEXICO: Tequila Leaves Environmental Hangover

MEXICO CITY, Aug 7 2009 (IPS) – Tequila, part of the national identity of Mexico, is invariably present at family celebrations and national holidays. But many are unaware of the bitter taste the tequila industry leaves in the water and soil.  Click here to read more at TerraAmerica.

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