Passion: The A Game
To say that Roberto Sanchez del Toro, exclusive importer and brand developer of Rancho La Joya tequila (NOM 1555) has endured adversity would be an understatement. To say that he has survived his life’s challenges, thus far, with grace and his boyish charm still intact would be putting it mildly.
San Antonio, Texas, resident, Roberto was a young high school student when, due to immigration reasons, he was forced to manage the family’s thriving tamale husk production business while his parents were temporarily out of the country.
Then, as a sophomore at St. Mary’s University, he decided to create his own tequila business only to suffer defeat at the hands of the merciless Texas spirits retail and distribution industries.
Fast forward to 2013…
A rabid lifelong San Antonio Spurs fan, it was during a hard fought pick up basketball game that Roberto took a knee to the groin. A subsequent doctor’s exam revealed the shocking news that he was suffering from advanced testicular cancer followed by surgery and three months of chemotherapy while simultaneously reviving his failed tequila business.
All of this before the age of 24!
In this clip, Sanchez del Toro, following in his parents’ entrepreneurial footsteps, learns the pitfalls of the tequila business firsthand…
Here, Roberto recalls the start of 2013…
A shrewd businessman even in college, Sanchez del Toro, now with a degree in International Business, kept the lines of communication open with the García family, third generation Highlands agave producers of Rancho La Joya tequila.
Roberto takes us through the tequila’s process…
Even though the distillery has a large output capacity to meet demand, Roberto discusses what the ramifications of the current agave shortage could mean to the producers of tequila Rancho La Joya.
[To learn more about Rancho La Joya’s production techniques, click here.]
Along with partner, Mike Garcia, a successful San Antonio technology marketing executive (no relation to the agave producing and distilling family), and a team of consultants as guides, Roberto Sanchez del Toro, now 25, has a clean bill of health and is ready for the long haul with his newly revamped Rancho La Joya tequila, as well as having taken over the reigns of the family enterprise.
With a redesigned bottle that more accurately represents the juice inside, and the promise of statewide distribution from Glazer’s, Roberto is anxious to turn his initial sales call rejections into inspired action within the state of Texas, the second largest consumer of tequila, and beyond.
Why Tequila?
Of all the start up businesses Roberto could have chosen, he explains in the following segment why he selected tequila.
The Five Year Plan
Roberto describes where he sees Rancho La Joya Tequila in five years.
Rancho La Joya is available in blanco and reposado expressions. Plans are in the works for a 36 month aged añejo to be called Diamante that will be marketed with branded stemmed glassware.
At this time, only the following local restaurants and bars carry Rancho La Joya…
La Fogata, Mi Tierra Café & Bakery, SoLuna, Rio Rio Cantina, Stetson Bar, Ice Lounge.
Like the San Antonio Spurs, who are currently battling in the 2014 NBA Playoffs, Roberto Sanchez del Toro has proven that bringing your “A” Game and passion into everything you do invariably results in a winning record.
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