Laura Espinoza Alonso is currently the president of the Association of Women of Bacanora and Mexican Maguey in the state of Sonora, Mexico. With more than 30 female members from all levels of business, she is charged with overseeing the bright future of the burgeoning Bacanora Industry.
Educated in both the United States and Mexico, Espinoza Alonso returned to her hometown and was inspired to preserve its nearly lost culture.
The magic and rich history of Sonora’s cladestine distillate, along with its obscure vinatas (distilleries), were in need of attention in order to thrive not just nationally, but internationally, too. But first, Laura had to earn the trust of the producers, themselves.
Here’s where Laura Espinoza Alonso’s story begins with her enlightening answers to our questionnaire.
Questions for Women In Tequila/Mezcal/Bacanora Series
–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?)
En la historia de la industria de los destilados de Agave en México, es bien sabido que ha sido dominada por los hombres a través de los años. Aunque en los años recientes los roles de la mujer han avanzado en la brecha de género, específicamente en esta agroindustria, la incursión de la mujeres ha sido poca.
[Over the years it has been well documented that the Mexican Agave Distillate Industries have been historically dominated by men. Even though in recent years the roles of women have advanced in the gender gap, the incursion of women, specifically in agroindustry, has been few.]
Un ejemplo claro es la participación de la mujer en la industria tequilera, que a pesar que ya llevan 45 años con la declaratoria de Denominación de Origen, únicamente un 5% de las microempresas están en manos de mujeres. De igual manera sucede en la industria del mezcal, aunque considero mayor participación de la mujer en esta industria.
[One clear example is the participation of women in the Tequila Industry. Despite having the declaration of the Denomination of Origin for 45 years, only 5% of micro-distilleries are in the hands of women. The same has ocurred in mezcal, although it is considered to have more female participation in that industry.]
Ahora, mi experiencia como mujer en la industria del bacanora ha sido un gran aprendizaje pero a la vez todo un reto. Empezó cuando regresé a mi pueblo llamado Bacanora en Sonora de Estados Unidos hace poco más de 15 años con la intención de conocer las tradiciones y cultura de mi pueblo me encontré con el bacanora, una bebida artesanal, emblemática del estado de Sonora y que además lleva el nombre de mi municipio lo que me generó un gran interés y el compromiso de promoverla para que sea conocida en todo el mundo.
[
Now, my experience as a woman in the Bacanora Industry has been a great learning experience, while at the same time, challenging. It all started when I returned to my hometown of Bacanora in Sonora from the United States, just over 15 years ago. With the intent of learning the traditions and culture of my hometown, I encountered Bacanora, an artisanal beverage that is emblematic of the state of Sonora, and named after my municipality. It generated a great interest and commitment within me to promote it to the entire world.]
Reitero, no fue nada fácil como Mujer ganarme la confianza de los vinateros que destilaban bacanora para que compartieran sus conocimientos conmigo y me hablaron de sus historias de las cuales me fui interesando cada vez más. Me llevo tiempo entender como 77 años de prohibición por parte del gobierno no permitió el desarrollo de esta industria del bacanora y que a pesar de ello logró subsistir. Desde entonces me he dedicado a impulsar esta industria para que logremos cruzar las fronteras y que en México y el extranjero tengan la oportunidad de degustar una bebida exquisita artesanal.
[To reiterate, as a woman it wasn’t easy gaining the confidence of the vinateros (bacanora producers) to share their knowledge with me. Each time they told me their stories and histories, I became even more interested. It took me time to understand how 77 years of prohibition by the government prevented the development of the bacanora industry. Despite that, it still managed to survive. Since then, I’ve dedicated myself to propel this industry forward across borders so that in Mexico, as well as abroad, others may have the opportunity to taste this exquisite artisanal beverage.]
–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?)
Tuve la oportunidad de incursionar en la política y participar en propuestas de reforma de leyes que ayudarán a los productores de mi municipio y todos los de la Denominación de Origen a formalizar sus fábricas de bacanora (Vinatas), trabajé en áreas donde llevamos capacitación en plantaciones y también buscar recursos para infraestructura y equipamiento para sus fábricas con el fin de que mejoraran sus procesos de tal manera que puedan comercializar sus productos.
[I had the opportunity to venture into politics and to participate in the proposing of legal reforms that would help the producers of my municipality, and throughout the Denomination of Origin, to formalize their bacanora factories (vinatas). I worked in areas where we brought training in planting, and found resources for infrastructure and equipment for their factories so that they could improve their procedures in order to comercialize their products.]
–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?)
Considero que las mujeres tenemos una gran oportunidad de crecer dentro de la industria del bacanora. Aunque el bacanora obtuvo su declaratoria de Denominación de Origen hace ya 18 años, es hasta hoy que realmente se está dando a conocer en el mercado y gracias también a mujeres que han trabajado arduamente en la comercialización. Prueba de ello, es nuestra Asociación de Mujeres del Bacanora y Maguey de México en Sonora con más de 30 mujeres involucradas en los diferentes eslabones de la cadena y de la cual soy Presidenta.
[I consider that women have a great opportunity to grow within the Bacanora Industry. Even though bacanora’s Denomination of Origin was declared 18 years ago, it is only just now being recognized in the marketplace thanks to women who have worked arduously to commercialize it. Proof of this is our Association of Women of Bacanora and Mexican Maguey in Sonora with more than 30 women involved in different links of the supply chain, and of which I am the president.]
—What facets of the Tequila/Mezcal/Bacanora Industries would you like to see change?
(¿Qué cosas gustaría cambiado?)
Definitivamente me gustaría tener más participación de mujeres en la industria del bacanora; pero además quiero que esta industria sea sustentable con el medio ambiente, crear la cultura de la plantación de agave de tal manera que podamos tener la materia prima suficiente para salir al extranjero con nuestro producto artesanal pero con calidad.
[I’d definitely like to see more participation by women in the Bacanora Industry. In addition, I want this industry to be environmentally sustainable. To create a culture of agave planting in such a way that there is always enough prime material so that we can export our quality artisanal product abroad.]
–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?)
Si, definitivamente el tequila y el mezcal están comercializando de una manera excelente sus productos que el nivel de crecimiento anual es sorprendente. Por lo que, nosotros debemos aprender de sus aciertos y también de sus fracasos. Trabajaremos para sentar las bases y no ser víctimas del propio éxito como le ha pasado el mezcal.
[Yes, Tequila and Mezcal are definitely marketing their products in an excellent manner that the level of annual growth is surprising. This is why we should learn from their wise moves, as well as their failures. We will lay the groundwork so as not to become victims of our success like mezcal has.]
–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?)
Si, de no tener miedo de ser parte de una industria donde predominan los hombres. También nosotras podemos aportar mucho para sacar adelante los destilados y podemos pertenecer a cualquier eslabón de la cadena o todos. Destilamos tradición, es nuestra cultura y también nuestro orgullo.
[Yes, not to be afraid to be part of an industry dominated by men. We can contribute a lot to getting these distillates off the ground, and to be a part of any link of the supply chain, or all of them. We distill tradition; it’s our culture and our pride.]
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Pioneering distiller, 
drinking tequila was actually an image made up by the American Media, most notably, the Los Angeles Times, which arguably may have cost him his life.
their processes [like] wives and daughters, as well as contracting women in the areas of design, management and sales.
So, how does a well-educated, forty-something mother of three get deeply involved in the remote bacanora-distilling communities of rural Sonora?
industrial segment despite not being raised in the countryside.
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Throughout his 
