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.)
[Tweet “Stop looking at Bacanora as just another source for profits. Value what it really stands for.”]
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.)
[Tweet “Son bebidas espirituosas con sabor a Mexico. Necesitamos conservar la tradicion.”]
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