We first encountered Adriana Torres through Novel Spirits Collection, the US importer of her flagship bacanora brand, Pascola Bacanora.
The more we heard about her from Connie and Mel Abert, the owners of Novel Spirits, the more intrigued we became with her background.
You can read about her herculean efforts to revitalize Sonora, Mexico’s once thriving bacanora industry in her own words here.
Launching what we hope to be the first in a long list of Bacanora Boss Ladies, we induct Adriana Torres into our gallery of Women In the Tequila/Mezcal/Bacanora Industry series.
What follows are her answers to our customary handful of questions.
[Editor’s note: For the convenience of our interviewee and our Spanish speaking audience, this article is in both English and Spanish.]
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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/Mezcal/Bacanora Industries?)
(¿Cómo describiría sus experiencias como una mujer de alto rango en su posición en una industria dominada principalmente masculina?)
AT: My experiences were difficult, primarily because when we began, we were the first to formalize a female owned company in the bacanora industry.
But, truthfully, in all this time, I’ve received lots of support from great men in the industry.
(Dificiles, principalmente porque cuando yo inicie en la industria del Bacanora, fuimos de las primeras en formalizarnos y era de mujeres.
Pero la verdad he que en todo este tiempo he recibido muchísimo apoyo por parte de grandes hombres relacionados con la industria.)
TA: How have you been able to change things within the Tequila/Mezcal/Bacanora Industries?
(¿Cómo han sido capaces de cambiar las cosas dentro de su industria?)
AT: The truth is, just doing the work.
Doing things right and being loyal to our principles and values. Being consistent in what we say and do.
And, above all else, taking care of the little details.
(La verdad, solo con trabajo, haciendo las cosas bien y siendo leal a nuestros principios y valores. Ser coherentes en lo que se dice y se hace, y sobre todo cuidando los pequeños detalles.)
TA: What do you see as the future of women working within the Tequila/Mezcal/Bacanora Industries?
(¿Qué ves como el futuro de las mujeres que trabajan en la industria del Tequila, Mezcal o Bacanora?)
AT: We’re growing.
It’s been 12 years since I became involved in this industry and my company was the only one that considered [employed] women.
Over time, many more businesses have incorporated women into
their processes [like] wives and daughters, as well as contracting women in the areas of design, management and sales.
We ourselves will be working with female vinateras (bacanora distillers). The wife of one of our producers will begin to distill one of our own brands.
(Vamos en crecimiento, hace 12 años que me incorpore a esta industria mi empresa era la única que consideraba mujeres, al paso del tiempo varias de las empresas han ido incorporando mujeres dentro de sus procesos, a las esposas, las hijas, contratando mujeres en el área de diseño, gestión y ventas.
Incluso nosotras empezaremos a trabajar con mujeres vinateras, la esposa de uno de nuestros productores empezara a producir una de nuestras marcas.)
TA: What facets of the Tequila/Mezcal/Bacanora Industries would you like to see change?
(¿Qué cosas gustaría cambiado? )
AT: To stop looking at the [bacanora] industry as just another source for profits.
We should value what the industry really stands for.
That bacanora won’t become like tequila or mezcal, but continues being an exclusive product, based on supply and not demand.
That bacanora truly becomes a driving force for the economy, the environment, and the culture of Sonora, Mexico and the world.
That is what we are striving for.
(Dejar de ver la industria como una Fuente de ingresos unicamente, valorar todo lo que la industria realmente representa, que el Bacanora no sea como el tequila ni el mescal, que siga siendo un product exclusivo, basado en la oferta y no la demanda, que realmente el bacanora se convierta en un motor de la economia, medio ambiente y cultura de Sonora, Mexico y el mundo.
Nosotros en eso estamos trabajando.)
TA: Do you approve of how Tequila/Mezcal brands are currently marketing themselves?
(Esta Ud de acuerdo con la comercialización de marcas de tequilas o mezcales, hoy en dia?)
AT: Of course!
They are ancestral distillates that represent us. They are spirits with the flavor of Mexico from distinct regions of the country.
We must preserve the tradition.
(Claro, son destilados ancestrales, que nos representan. Son bebidas espirituosas con sabor a Mexico, de las distintas regiones del país.
Necesitamos conservar la tradicion.)
TA: Is there anything you’d like to say to women who may be contemplating entering and working in the Tequila/Mezcal/Bacanora Industries 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, Mezcal o Bacanora en una forma u otra?)
AT: We need to work in a united way. We should care for the tradition, history, and culture of Sonora.
We should guarantee quality products, and motivate our producers to make their products like we care for our families.
Bacanora is a noble spirit. It is a product that would allow us to recuperate many lost aspects in our state, from social, cultural, economic and environmental.
I invite them to conscientiously participate in the development of the industry. That Bacanora achieves for Sonora what Tequila is for Jalisco, and Mezcal is for Oaxaca.
(Necesitamos trabajar de manera unida, debemos cuidar la tradición, la historia y la cultura de Sonora. Debemos garantizar productos de calidad, debemos motivar a nuestros productores a que realicen su producto como nosotras cuidamos a nuestras familias. El bacanora es un producto noble, un producto que nos puede permitir recuperar muchos aspectos perdidos en nuestro estado, desde aspectos sociales, culturales, económicos como los de medio ambiente.
Las invito a participar de una manera consiente en el desarrollo de la industria, lograr que el Bacanora se convierta para Sonora, en lo que el Tequila es para Jalisco y el Mezcal para Oaxaca.)
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On either side of the cobblestone road were small bungalows painted blue and yellow and pink with carefully tended front gardens lining the walls to the outside world. Magnolia trees stretched up as high as I could see, full of bountiful white flowers emitting the sweetest fragrance. Women emerged from dark shadowed doorways looking busy sweeping but more likely looking for an excuse to get a look at this group of tourists taking in the scene.
In Mexico every story begins with a love story. There are very few exceptions. As it is with all thing’s Mexico, there is a romantic story of intrigue and perseverance, overcoming all odds in this seemingly perfect place.
The distillery was threatened by the Cristero Rebellion (La Cristiada), a bloody battle between the Catholic Church and the State of Jalisco (1926-1929). In an effort to limit the incredible political stronghold of the Catholic Church, the federal government began harassing priests, outlawed the practice of Catholicism, and banned the display of all crosses. To make an example of the offenders of these newly enacted laws, trees and posts were strung with the bodies of offenders as a clear and callous reminder of the ramifications of disobeying the new laws. Before long, priests were being hunted down and killed. Those people who stood up against the government were called “Cristeros”.
In 1927, the government began raids on the homes of Cristero sympathizers, and Aurelio was well aware that his life was at risk. Devising a plan to escape, he tricks the advancing federal soldiers. The Hacienda had a large store of wooden balls which were designed to crush agave. They were of little use for that, but by placing them around the perimeter walls of the hacienda, and outfitting them with hats and sticks, the advancing soldiers believed that the Hacienda was a well-fortified fortress and turned back. Aurelio and his sister made their escape through the tunnel system and into the countryside. It was later speculated that Aurelio spent three years in exile and safety at the Vatican before he came back to México. Sadly he never returned to the hacienda.
The property took you through the time of the story maintaining its original architecture and layout with the exception of the newer distillery implemented by Doña Gabriela de la Peña Rosales.
Jessica Arent has spent her career steeped in the Hispanic culture. Passionate about the Latin culture and experiencing roles that have taken her from television to digital marketing throughout the United States and Mexico, Jessica’s passion for Mexico runs in her blood. An accomplished writer, Mexico is where her heart lives and is the focus of her work and writing. Specializing in marketing Hispanic based products and services, Jessica will tell you there are few people in the world or places she has traveled, from Asia to Europe and in between, who compare to the Mexican culture. Building websites such as ALL ABOUT MEXICO and fostering the marketing endeavors of a number of tequila products, to name a few, Jessica sets out to inspire the world around her, one person, one relationship at a time, to know and understand the culture she calls home. Jessica is a partner at 
Out across the terrace the sun was setting over Guadalajara, in hues of pinks and oranges and purples and the lights of the city slowly came on. As I looked around I saw the most beautiful people begin to come in to the party. Elegant, sophisticated women of Guadalajara on the arms of distinguished gentlemen, and as I began to mingle, I came to realize every attendee was a part of the process of the production of Tequila. From the General Director of La Cofradia Distillery, and his wife, to the master bottle cap maker, who works in precious metals of gold, silver and copper to make the cap and label of this emerging product, to the glass bottle designer himself, and their respective wives. Every person that walked into this party had some part in the creation of an extraordinary elixir from Tequila. I felt as though I was in a League of Extraordinary “Tequilans”.
Most notable about Chef Fuentes’ menu was that it strayed from the typical Mexican flavors normally paired with tequila.
The third course proved hard to follow, and the fourth course, a Puerto Nuevo-style lobster, came out a bit overcooked—likely due to difficulty choreographing and timing such an ambitious plate for so many guests. It’s pairing with Don Fulano Imperial was rather “ho-hum,” but I found that pairing the Imperial with the course’s side of roasted corn was a surprisingly good marriage of food and tequila, and this helped salvage the course and bump up the score a bit.
