We’ve had a special place in our hearts for the unsung heroines and muses in tequila for a very long time. After reading Ilana Edelstein’s The Patron Way, Mike & I felt it was time someone brought other women’s stories to light – and what better place to do that than at the leader in tequila information since 1999 – Tequila Aficionado.
It all began with Tequila Boss Ladies and grew from there. This series has grown over the years to include sotol, mezcal and agave spirits so there is still more to come! In the meantime, you can catch up on the entire series to date.
From Babes to Boss Ladies
The contributions of women who create some of the amazing spirits we enjoy, direct production and distillation, support educational efforts, own brands we love, and otherwise contribute to the tequila industry are often overlooked beyond the 80’s throwback bikini-babe marketing efforts of behind-the-times brands. (Perhaps that’s a bit harsh, but when women make 80% of the buying decisions in America today, don’t you think brands would be better served by changing their marketing approach with the times?)
Catch Up With The Series
Click on the links below to visit our ongoing series and explore some of the amazing contributions made by women in today’s tequila industry:
From scheduling production runs to quality control, and from printing packaging supplies to supply chain management—even our supervisor at our distribution center in the City of Industry, CA, is a woman.
Due to the prevalence of ladies in tequila, I am not forced to face the challenges one may associate with a female in a “male dominated” industry; instead, I have the pleasure of working with plenty of incredible and inspiring women everyday.
TA: How have you been able to change things within the Tequila/Mezcal Industries?
KB: One of the most important changes that has fueled the tequila and mezcal revolution has been the education of the trade and final consumer.
Prior to becoming a brand owner, I worked in publishing for the beverage trade industry and volunteered with the Spirits of Mexico, whose founder, Dori Bryant, brought tequila out of the dark ages of only drinking it as a shot with a lime and salt.
Through both experiences, I fell in love with tequila and was able to share my knowledge with others. Specifically, I educated the trade about the environmental impact of the manufacturing processes and the advantages of utilizing sustainable practices.
These lessons were central in the creation of my brands; I sought out suppliers who implemented eco-friendly manufacturing practices, such as waste water treatment facilities and recycling programs.
TA: What do you see as the future of women working within the Tequila/Mezcal Industries?
KB: As previously noted, I believe we already have a strong workforce of amazing women in the tequila industry, and this group will only expand.
My dream is for these women to receive the recognition that they deserve.
It seems that we, as women, oftentimes pass on compliments to others. By doing so, we belittle our own accomplishments.
I hope we gain the self-confidence to own our success and become the role models for younger women looking to enter the industry.
TA: What facets of the Tequila/Mezcal Industries would you like to see change?
KB: I believe the tequila industry is traveling on a wonderful and exciting path. We need to stick to this route by continuing to elevate the category.
We have to educate the consumer on the nuances of tequila and teach both the trade and consumers about everything from terroir to developing a cocktail that allows the base spirit to shine.
We need to emphasize the importance of sustainability and build on our current practices to make the production of tequila even more environmentally friendly.
But, most importantly, even with its recent evolution and renewed popularity, we cannot forget about the traditions that brought tequila to this point—we need to hold onto this history even as we innovate and lead the consumer into the future.
TA: Do you approve of how Tequila/Mezcal brands are currently marketing themselves?
KB: The internet and social media has enabled the consumer to be more knowledgeable about his or her drink than ever before.
In a way, it has leveled the playing field between the large multi-national brands and smaller independently-owned brands.
These small brands can now reach the same audience as the giants—they are no longer priced out by expensive advertising.
With this power, comes the temptation to take the easy route and market using slogans, gimmicks or other cheap tricks.
Craft brands have never had to rely on these methods, so it is important for these producers to keep their message simple and focus on their time-honored traditions and passions.