National Tequila Day – The Struggle is Real

National Tequila Day - The Struggle is Real http://wp.me/p3u1xi-4joSaludos! Greetings! Salutations!

I’m Mike Morales of Tequila Aficionado Media. In the next few hours, maybe the next few days, depending on when you’re watching this video, we will be celebrating National Tequila Day (for those of you globally who follow us, it’s International Tequila Day).

It is very appropriate as we’ve been fighting this constant battle of sipping tequila versus shooting tequila.

I’m here to tell you, ladies and gentlemen, after 17 years with Tequila Aficionado (it seems like more), shooting tequila is dead.

It’s dead.

So today, on National Tequila Day, I want you all to come with me and claim your independence. Declare your independence on National Tequila Day/International Tequila Day that you will no longer shoot tequila.
You are going to enjoy slowly sipping fine tequila, fine agave spirits, fine mezcals, raicillas, bacanoras, whatever it is you’re drinking, you’re going to be sipping it. You will no longer shoot tequila.

Thank you for your support!

Remember the jimadores, remember the agave plant, remember the magueys, and remember to sip wisely.

National Tequila Day - The Struggle is Real http://wp.me/p3u1xi-4joSaludos! ¡ Saludos! Saludos!

Soy Mike Morales de Tequila Aficionado a los medios de comunicación. En las próximas horas, tal vez los próximos días, dependiendo de cuando estás viendo este video, vamos a celebrar día nacional del Tequila (para los que todo el mundo que siga con nosotros, es día internacional del Tequila).

Es muy apropiado como nosotros hemos estado luchando esta batalla constante de bebiendo tequila frente a disparos de tequila.

Estoy aquí para decirles, señoras y señores, después de 17 años con Tequila Aficionado (parece que más), tiro de tequila está muerto.

Está muerto.

Así que hoy, día nacional del Tequila, quiero que todos para venir conmigo a reclamar su independencia. Declarar su independencia en día nacional de Tequila día internacional Tequila que ya no va a tirar tequila.

Vas a disfrutar lentamente bebiendo tequila fino, fino agave licores, mezcales finos, raicillas, bacanoras, es está bebiendo, vas a estar tomando lo. Ya no va a tirar tequila.

Gracias por su apoyo!

Recuerde los jimadores, recuerda la planta de agave, recuerde los magueyes y recuerde tomar sabiamente.

National Tequila Day - The Struggle is Real http://wp.me/p3u1xi-4jo

Open Bar with Texas Bar & Nightclub Alliance (TBNA)

tbnaTonight, our guest is Quincy Barnes, organizer of the Texas Bar and Nightclub Alliance Convention.

The Annual Convention for the Texas Bar & Nightclub Alliance (TBNA) will be held on August 7-8, 2016 in Austin, TX, at Brazos Hall.

TBNA is an alliance of Texas bar and nightclub owners protecting its members by providing a platform for all relevant political and legal information.

Bars and nightclubs comprise a major portion of revenue and employment in the state of Texas making them an important sector in the state’s economy.

Until now, there has never been an association that has provided a strong foothold in protecting the rights and interests of these businesses.

Connect with TBNA on Facebook

TBNA Vendor Application for 2016 with floor plan and cover sheet

 

Opportunity For All Brands of Promise Nominees!

reach thousands

You are Cordially Invited

As you may have seen, Lisa and I created the 2015 Dia de Los Muertos Tour as a means of spreading the word about agave spirits brands and creating social media content that really excited our and our sponsors’ followers.

We are planning another tour this year, beginning September 10th, which we are styling as The Heartland Tour.  Our intention is to travel from Texas to the Great Lakes, spreading the gospel of agave along the way and exploring some beautiful sites for photo and video opportunities as well as pairing opportunities with native foods from America’s Heartland.

We learned so much from last year’s tour that we’re ready to hit the ground running with The Heartland Tour.  Following is the sponsor package we’re offering you this year:

Instagram photo(s)  (Valued at $20 each)
These will be tagged with your Instagram handle, hashtagged, and posted on Tequila Aficionado’s Instagram account and shared to the Tequila Aficionado Facebook, Twitter, Pinterest and Tumblr as well as Lisa Pietsch’s and Mike Morales’ Facebook and Twitter accounts.
A total reach of over 40,000 impressions.

Native Facebook Video(s)  (Valued at $100 each)
These will be tagged with your Facebook account, hashtagged, and posted on the Tequila Aficionado Facebook account, then shared on the Tequila Aficionado Twitter, and Lisa Pietsch’s and Mike Morales’ Facebook and Twitter profiles.
A reach of over 33,000 impressions.

YouTube Video(s)  (Valued at $100 each)
These will be posted to the Tequila Aficionado YouTube account, hashtagged, provided with a complete and SEO’d description, and shared on the Tequila Aficionado Google+, Facebook, Pinterest and Twitter accounts.
A reach of over 10,000 impressions.

Blog features on TequilaAficionado.com  (Valued at $150 each)
We will create an initial article about our upcoming adventure with you listed as a partner and a second article featuring your brand, any articles or reviews we’ve done of your brand, and links to all your social networks. These will be SEO’d, tagged, and alt tagged, posted to the Tequila Aficionado website, shared on the Tequila Aficionado Facebook, Pinterest, Twitter, and Google+ accounts, and shared on Lisa Pietsch’s and Mike Morales’ Facebook, Twitter, Google+ and LinkedIn accounts.
A reach of over 43,000 impressions.

Inclusion in our Tequila Aficionado Wiki  (Valued at $150 each)
The Tequila Aficionado Wiki provides you with a single stop to grab all of the website and social media posts we create about your brand to share with your networks.  It also provides our readers with an opportunity to get to know your brand better.
(A custom designed, full color, print ready PDF magazine for your brand(s) will also be available to you for Point of Sale or advertising purposes.)
A reach of over 43,000 impressions.

Altogether, just one of each piece of social content would provide your brand with well over 169,000 impressions before ever being shared on YOUR networks or by your fans and followers on all of these combined networks.

Price
As a Brand of Promise Nominee, we are offering this $520 value to you at the price of $250 per expression and two bottles of each to share with people along the way.

Please reserve your spot now by filling out the interest form below.  We’ll respond with payment and delivery information, our deliverables, and more details on our route.

We look forward to working with you!

Sincerely,

M.A. “Mike” Morales

Tequila Marketing Happy Talk

Tequila Marketing Happy Talk http://wp.me/p3u1xi-4hXSome well-meaning follower posted on our Facebook page this answer to a press release referring to Espolón tequila…

“PSA: “super premium” has no real meaning—it’s marketing happy talk.”

While we’re inclined to believe that sneaky marketers have hijacked the word premium and turned it into a buzzword, in all actuality, it is a spirits pricing term.

Let’s Review

As we pointed out in our feature, Craft Tequila:  WTF Does THAT Mean? Part 2, the Distilled Spirits Council of the United States (DISCUS), the national trade association and lobbyist representing the leading producers and marketers of distilled spirits in the United States, separates all booze into four categories–

Value, Premium, High End Premium and Super Premium.  [Note the absence of the term, Ultra Premium.]

The confusion stems from the fact that DISCUS lists the price points of each particular spirit by supplier revenue per case, not by retail price per bottle.

It is DISCUS’ industry-focused terms that are the culprit, and marketers have indelibly embedded premium into consumer’s minds like an embarrassing tattoo on a mixologist’s forearm.

Think Like a Marketer

[Warning:  You might want to shower after this segment.]

Webster’s Online Dictionary defines premium as “a price that is higher than the regular price.”

Want to think like a marketer?

Then, run premium through Webster’s Thesaurus and inhale deeply as if you’ve just stumbled upon a secret cava filled to the ceiling with barrels of resting añejos.

Revel in the treasure trove of descriptors like Robert Duvall in Apocalypse Now.

via GIPHY

A Stroll Down the Tequila Aisle

Now that you’ve toweled off, take a look at DISCUS’ 2015 Industry Review Supplemental Tables, here.

Scroll to the section titled Distilled Spirits Pricing Categories and notice the names listed under Major Brands, especially those in the Tequila segment.

Bear in mind that all spirits categories are measured by how well or badly the Big Boys are performing.  Your preferred craft label may not even be mentioned.

Tequila Marketing Happy Talk http://wp.me/p3u1xi-4hXNow, pretend you’re in the Tequila Aisle of your favorite liquor store and ask yourself–

Would I buy this tequila?

Whether your answer is yes or no, determine where your preferred tequila brand is priced and pigeonholed.

Value, Premium, High End Premium and Super Premium.

Are they within a few bucks of the Usual Suspects, or are they completely out of your ballpark?

By the way, if you’re drinking at the Ultra Premium range, I have swamp land in Arizona that I’d like to unload, er, sell to you.

Falling For Marketing Happy Talk

Next, just for kicks and giggles, take a gander at DISCUS’ US Tequila Market at a Glance, here.

Look closely at the astronomical growth of the High End Premium and Super Premium divisions since 2002-2003.  This trend even has a name–

Premiumisation.  How’s that for a buzzword?

Depending on which categories your favorite tequilas land, are you Tequila Marketing Happy Talk http://wp.me/p3u1xi-4hXcomfortable paying those prices?

Put another way–

Are you happy for supporting the Big Boys all these years?

Remember, there is no shame in sipping value tequilas.  We won’t judge you.  When in doubt, turn to our Sipping Off The Cuff(c) episodes to help with your buying decisions.

Go ahead…

Reach for that box of tissues, pour yourself a craft tequila, and vow never again to fall for the marketing happy talk.

 

Last Tequila Standing – A Holiday Bingewatch

Looking for some fireworks to mix up at your barbeque this weekend?  Look no further than Last Tequila Standing!

Enjoy a healthy bingewatch of the first ever Tequila Reality Show and mix up some classic flavors to really wow your guests.

last tequila standing, tequila aficionado

About Last Tequila Standing

last tequila standing, adan y eva, alderete, alma, alquimia, Azuñia, Casa ZG, Crótalo, cuestion, don pilar, ekeco, Mañana, nature's agave, Pavoneo, Quinta de Gomez, pavoneo, RiAzúl, Sal del Mar, senor rio, Silvercoin, tributo, Vida, casa zgIn 2011, eighteen tequila start ups vied to be crowned the Last tequila Standing in the world’s first broadcast Tequila Reality Show.  
The creators of Last Tequila Standing only filmed one season back in 2011 and we were very limited in our access to the show’s materials. As this was not a Tequila Aficionado Media Production, we don’t expect to see another season but we’re thrilled that we were able to preserve these tequilas’ stories, personalities, and cocktails for posterity here at Tequila Aficionado Media.

Watch the whole Last Tequila Standing series here:

Or watch them in order, as they appeared initially on Tequila Aficionado:

July

August

September

Sipping Off the Cuff: Seleccion ArteNOM 1579 Tequila Blanco

Sipping Off the Cuff: Seleccion ArteNOM 1579 Tequila Blanco

 

 

Tequila ArteNOM presents regional tequila selections of distinct altitude, agave cultivation, and distillation technique.

Selección de 1579 Blanco: The mountain town of Jesús-María (elev. 6,079’) is tequila’s highest altitude agave region, and the El Pandillo Distillery is arguably one of the most forward-thinking and sustainable distilleries in the business. There, Felipe Camarena masterfully crafts this bright, aromatic tequila from stressed hillside agave plants, slowly roasted in brick ovens and macerated intact with fiber for a pronounced agave flavor.

 

Sipping Off the Cuff: Seleccion ArteNOM 1579 Tequila Blanco http://wp.me/p3u1xi-4i2

Women In The Tequila Industry: Melly Barajas

SinoMellyWhen Judy Rivera sought to make her own brand of tequila, she was determined to find a master distiller whose views and outlook were similar to hers.  It wasn’t long before she found Carmen Lucia Barajas Cárdenas–“Melly” to her friends–and Sino Tequila was born.

Melly Barajas always intended to be a Tequila Boss Lady.  After years of apprenticeship in the male dominated Tequila Industry, she purchased land in the highlands of Jalisco called Valle de Guadalupe and constructed her own distillery, Vinos y Licores Azteca (NOM 1533).

She resolved to hire only women from the rural area and to teach them all she knew, from operating fermentation tanks to bottling and more.  She also established a learning center and living quarters at the distillery for her all female staff.

SinoDistillery outer

Melly has become a force to be reckoned with, tackling the Tequila Industry on her own terms.  Here’s what she had to say in response to our customary questions.

[Editor’s note:  For the convenience of our interviewee and our Spanish speaking audience, this article is in both English and Spanish.]

***

TA:  How would you describe your experiences as a woman in a primarily male dominated industry?  (What are the challenges you face when dealing with the male dominated Tequila Industry?)

(¿Cómo describiría sus experiencias como una mujer de alto rango en su posición en una industria dominada principalmente masculina?)

MB:  Fascinating!

It’s a world filled with constant challenges, where you have to work a lot and assert yourself.  Where you have to demonstrate that your sex doesn’t matter, Sino_pinas 2and instead, do things right and always move forward to improve yourself every day.

It’s a place where you find many helpful circumstances and others that are difficult obstacles that force you to struggle each day and to not give up.

It’s work that changes your life.  There’s always new things, new people, new experiences, new challenges.  The key is to wake up each day ready to relish whatever comes up.

(Facinante!

Es un mundo lleno de retos constantes, donde tienes que trabajar mucho y hacerte valer, donde debes demostrar que el sexo no importa sino hacer las cosas bien y siempre estar en movimiento y superarte tratando de ser cada dia mejor.

Es un espacio donde encuentras muchas manos amigas y otras manos duras que te retan y así te obligan a estar luchando cada dia  y no darte por vencida.

Es un trabajo que conviertes en tu vida. Siempre hay cosas nuevas, gente nueva, experiencias nuevas, retos nuevos, la clave es levantarte todos los días lista para disfrutar lo que venga)

TA:  How have you been able to change things within the Tequila Industry?

(Cómo han sido capaces de cambiar las cosas dentro de su industria?)

SinoSMB:   Hmmm.  Realistically, I’m not sure I’ve changed anything in the industry.

What I can say is that we’ve changed the lives of many women in the town where the distillery is located in Valle de Guadalupe, Jalisco.

Well, in the factory, besides teaching them how to make very good tequila, we’ve taught them that because we’re women, we are limited by NOTHING.

On the contrary!

In the factory, we do all types of jobs that perhaps have been labeled men’s work because it requires more physical strength than what we ladies have, but, by our astuteness that defines us, we develop skills and invent things to do our jobs equally as well as gentlemen.

Besides, when they demonstrate [to themselves] that they can do things that they’ve never even dreamed of, and that they can do so wondrously, they take that lesson into their daily lives and it changes their manner of thinking and they begin to forget their physical restrictions because women’s limitations exist only in their minds.

I’m not saying it’s easy, but the difficulty makes all the difference and the fun.

(Mmmm, realmente no se si he cambiado algo de la industria.

Lo que si te puedo decir que hemos cambiado la vida de muchas mujeres en el pueblo donde esta la tequilera en Valle de Guadalupe Jalisco.

SinoCrusher 2

Pues en la fabrica ademas de enseñarles hacer muy buen tequila, se les ha enseñado de no por “ser mujeres” estamos limitadas a NADA,

Al contrario !!!

En la fabrica se hacen todo tipo de trabajo, que tal vez se etiquetan como trabajo de hombres por que requieren de mas fuerza que las que tenemos las damas, pero con la astucia que nos distingue hacemos mañas e inventamos cosas para hacerlas igual de bien que los caballeros.

Ademas cuando les demuestras que pueden hacer cosas que ni en sueños pensaron que pudieran hacer, y lo pueden hacer de maravilla, este aprendizaje lo llevan a su vida diaria y cambia su modo de pensar y empiezan a olvidar sus ” disque limitaciones ” por que las limitaciones de las mujeres solo están en su cabeza.

No digo que sea fácil, pero lo difícil hace la diferencia y lo divertido.)

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

(¿Qué ves como el futuro de las mujeres que trabajan en la industria del Tequila?)

MB:  The future of women in Tequila has arrived!

Our tequilas say it all:  The feminine touch on tequila is its magic, its heart, and its soul.

In tequilas made by women, or with women’s help, a little piece of their hearts travels to all parts of the world.

SinoDistilleryCrew2

Since every day more women are working, it is this medium that has begun to be an important source of employment in the tequila [making/growing] regions.

(El futuro de las mujeres en el Tequila ha llegado!!!

Nuestros tequilas lo dicen todo, el toque femenino en el tequila es la magia, es el corazon, es su alma.

En los tequilas que hacen las mujeres, o con ayuda de mujeres se va un pedacito de su corazon a todas partes del mundo.

Ya que cada dia mas mujeres trabajan es este medio que ha empezado hacer una fuente de trabajo importante en las zonas tequileras.)

TA:  What facets of the Tequila Industry would you like to see change?elcondeazul-blanco_6237_r2

(Qué cosas gustaría cambiado?)

MB:  Everything has its time and takes its course.

I believe that doing things right and demonstrating to the world the value of women in our beverage [tequila] industry is on a sure path.

(Todo lleva su tiempo y su curso.

Creo que el hacer las cosas bien y demostrarle al mundo el valor de las mujeres en nuestra bebida va por buen camino.)

TA:  Do you approve of how Tequila brands are currently marketing themselves?

(Esta Ud de acuerdo con la comercialización de marcas de tequilas, hoy en dia?)

MB:  That’s an interesting question.

I’d like all tequila to be [made of] 100% Agave Azul Tequilana Weber so that it could only be from the juice of this miraculous plant with all its properties.

There is a reason that the ancient Aztecs made offerings of this elixir to the gods and it was only imbibed by priests.

(Es interesante tu pregunta.

Yo quisiera que todo el tequila fuera solo 100% de Agave Azul Tequilana Weber, para que fuera solo jugo de esta planta maravillosa con todas sus propiedades.

No por nada los Aztecas ofrecían este elixir a los Dioses y solo era bebido en la antigüedad por los sacerdotes.)

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

(¿Existe algo que le gustaría decir a las mujeres que pueden estar contemplando entrar y trabajar en la industria del Tequila en una forma u otra?)

ToroAzulMellyMB:  Of course.

I’d like to tell them that to sell tequila isn’t just selling a beverage, it’s giving the client an opportunity to get acquainted with this delicious and ancient beverage that was offered to the gods.  It’s giving them the chance to savor a beautiful history, a lovely dream, a small piece of Mexico.

To remember that inside every bottle go the thrills, the efforts and the hopes of a town that is proudly Mexican.

The sky’s the limit.

Salúd!

(Claro.

Yo quisiera decirles que el vender tequila no solo es vender una bebida, es darle al cliente la oportunidad de conocer la deliciosa bebida milenaria que era ofrecida a los Dioses, darles la experiencia de paladear una bella historia, un bello sueño, un pedacito de Mexico.

Que recuerden que en cada botella va la ilusión, el esfuerzo y la esperanza de todo un pueblo orgullosos de ser Mexicanos.

Que su limite sea el cielo.

Salúd!)

Open Bar #17 | Tromba Tequila

Join us as we talk to James Sherry of Tromba Tequila tonight!

*Please Note*

This is not a telephone call-in show. We will not answer our phones during the show.
If you would like to participate in this show, please click here.

Open Bar #16 | The Heartland Tour

Heartland Tour Twitter PostDue to technical difficulties, our scheduled guest won’t be able to join us this evening so we’re going to discuss our upcoming road show.  We’re taking our own show on the road withe the 2016 Tequila Aficionado Heartland Tour.

If you’re interested in how you can participate as a sponsor or spectator in this especially scenic adventure, be sure to tune in tonight or subscribe to our YouTube Channel so you can catch the replay on demand.

 

 

Get more details at: http://tequilaaficionado.com/2016/01/19/road-tequila-aficionado-2016/

One of the biggest challenges facing agave spirits brands today is keeping up with the demands of social networks and being able to create engaging content that gets shared by those networks.

Everyone knows native Facebook video is the way to get on fans’ news feeds but who has time to create and upload video?

Vines and filtered, finessed Instagram photos are hot properties too, but again, nobody has time for that.
We have the solution.

The Tequila Aficionado Social Content Solution

Instagram photo(s)

These will be tagged with your Instagram handle, hashtagged, and posted on Tequila Aficionado’s Instagram account and shared to the Tequila Aficionado Facebook, Twitter and Tumblr as well as Lisa Pietsch’s and Mike Morales’ Facebook and Twitter accounts. A total reach of over 34,000 impressions.

Native Facebook Video(s)

These would be tagged with your Facebook account, hashtagged, and posted on the Tequila Aficionado Facebook account, then shared on the Tequila Aficionado Twitter, and Lisa Pietsch’s and Mike Morales’ Facebook and Twitter profiles.
A reach of over 33,000 impressions.

YouTube Video(s)

These would be posted to the Tequila Aficionado YouTube account, hashtagged, provided with a complete and SEO’d description, and shared on the Tequila Aficionado Google+, Facebook and Twitter accounts.
A reach of over 10,000 impressions.

Blog features on TequilaAficionado.com

We would create an initial article about our upcoming adventure with you listed as a partner and a second article on (or about) your sponsored day featuring your brand, any articles or reviews we’ve done of your brand, and links to all your social networks. These would be SEO’d, tagged, and alt tagged, posted to the Tequila Aficionado website, shared on the Tequila Aficionado Facebook, Twitter, and Google+ accounts, and shared on Lisa Pietsch’s and Mike Morales’ Facebook, Twitter, Google+ and LinkedIn accounts.
A reach of over 43,000 impressions.

Inclusion in our Tequila Aficionado Wiki

Altogether, just one of each piece of social content would provide your brand with well over 120,000 impressions before ever being shared on YOUR networks or by your fans and followers on all of these combined networks.

According to Influencer.DB, the media value for one Tequila Aficionado social media post is currently $86. You’ll be receiving a total of at least 5, that’s a $430 value!

The cost

Only $250 per expression you’d like featured, and two bottles of your tequila, mezcal, or other agave-based spirit brand.
Additional bottles are welcome for sharing with new friends at campgrounds along the way. Branded items such as tee-shirts, glasses, etc., are also welcome and will be used in photos and as giveaways, as available.

The Fine Print
– A minimum of one of each piece of content mentioned above will be created for each expression sponsor.
– Additional content will be created at our discretion.
– We will do our best to shine the best light on your product and content will not be changed or replaced after posting.
– In order to provide the highest quality, maximum coverage, and authentic content, we can accept no more than two (2) sponsored expressions per travel day.

Please note:

– If you would like to sponsor an entire day, purchase one sponsorship slot for each expression or brand you represent, or would like to sponsor an entire trip, we will happily accommodate you and your brand.
– We reserve the right to move your sponsored day on the trip to accommodate delays in travel or other unforeseen circumstances.
– We reserve the right to refuse/refund sponsors for any reason.
– We reserve the right to change the dates of this current trip to fit the scheduling of exciting additional events and tastings along the way.
– All sponsorship monies must be paid no later than August 15, 2016 (prior to Tequila Aficionado’s departure).

So, where are we going?

From Texas to Minnesota and then into Michigan before returning to Texas. There are lots of points in between and we plan to hit a lot of them. Join the fun, hop on board and let us do all the heavy lifting!

Women In The Tequila Industry: Judy Rivera

sinoJudy Rivera, the latest Tequila Boss Lady to join our gallery, has figured out how to combine acute LA street smarts, a fearless entrepreneurial spirit, and artistic ingenuity into her Sino Tequila brand.

A staunch women’s rights advocate, Judy contracted with a small, 100% female owned and operated distillery in the highlands of Jalisco–Vinos y Licores Azteca (NOM 1533).  Its Maestra Tequilera, Melly Barajas Cárdenas, oversees Sino’s distinctive flavor profiles, as well.

Successfully launching Sino in late 2009, Judy is an avid supporter of notable street artists, and even donates $1.00 of every bottle sold to non profit organizations that benefit artists, galleries and art programs across the country.

Finally, Rivera owes her boundless energy and work ethic to her father, and even shares her grandfather’s message as the basis of Sino’s name, below.

SinoFamilia

Read on as Judy tackles our standard handful of preguntas (questions).

***

TA:  How would you describe your experiences as a woman in a primarily male dominated industry?  (What are the challenges you face when dealing with the male dominated Tequila Industry?)

JR:  Thinking through my entire experience since launching Sino Tequila atSinoBottle the end of 2009 until now, I really believe being a woman in the industry has garnered a lot of support for my Brand and my Mission, especially from the bar and restaurant side of things.

There have been some interesting times during the first couple of years bringing Sino to a distributor and getting a lot of “Are you the sales rep?” type of questions.

I would of course answer, “Yes, the sales rep, the accountant, the marketing agency and the owner!”

TA:  How have you been able to change things within the Tequila Industry?

JR:  Well, I think if nothing else it opens everyone’s mind that you don’t need to be a millionaire to make great tequila.

I am very proud of my Brand and the wonderful distillery that produces my SinoSrecipes.

There are still some people that may dismiss the tequila because it doesn’t have the flashy television ads, etc., but I believe quality and creativity supersedes relying solely on flashiness and huge budgets.

I see that being realized by more and more people each day.

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

JR:  It will definitely continue to grow and we will become a stronger voice.

It’s awesome to see more women become Master Tequileras and how women in the Tequila/Mezcal industries especially are helping each other gain experience to rise up in the industry.

SinoLogo

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

JR:  The competitive aspect of the industry can be enjoyable, but at the same time, when it gets reduced to “my tequila/mezcal is better than yours,” it gets quite annoying.

I enjoy spending time with people that continue to teach me about what makes each tequila or mezcal different from one another.SinoVariety

Education over bullying is always a better result.

That’s why I love what you and others do for the industry.  It gives a forum for even little brands like me to speak up.  Thank you for that! [Editor’s note:  You’re welcome!]

TA:  Do you approve of how Tequila brands are currently marketing themselves?

JR:  I love the creative marketing aspects of the industry.

Some, I think, are a bit ridiculous, some a bit stale, but at the same time all of it is interesting.

I still think there is a lot more out there on how to bring in the culture of Mexico and [to] be creative with branding that I don’t always see.

I tend to like brands from a messaging standpoint that market somewhere between the Rancho image of Mexico and the Club scene of a major US city.

SinoSupper

There is so much more content to have fun with in the middle of those two extremes which I really try to tap into.

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

JR:  Yes, go for it!  If it is your passion you need to chase it.

I really live by what made my final decision to jump into the world of agave – “Si no tratas, no ganas”

If you don’t try, you won’t win.

As long as it is a passion and something you want to try for the love of it, then it will be an extremely fulfilling journey!

%d bloggers like this: