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:
With the burgeoning mezcal trend in full bloom throughout the world, a new kind of Boss Lady has also emerged.
One who is not only willing to navigate the big business of spirits brand ownership, but is also courageous enough to nurture the delicate balance between successfully marketing her own mezcal and preserving a way of life.
Karla Amtmann is one such leader. A relative newcomer to the mezcal industry, she shares a passion for all agave spirits that began in her native Mexico City.
Believing that, “drinking mezcal evokes a deeper connection with the earth,” and “connects me with my heritage and the history of my family and culture of Mexico,” she has triumphantly spearheaded the crowdfunding of her own Santo Diablo mezcal.
Similar to our Women In the Tequila Industry articles, here, she launches our Women In the Mezcal Industry series with her thoughts on our customary handful of questions, along with additional views on the romance of mezcal.
TA: How would you describe your experiences as a woman in a primarily male dominated industry?
KA: There are many men in the spirits industry, but I truly haven’t really thought about it that way.
Yes, I am a woman in a man’s profession but in today’s world, I honestly don’t think it has anything to do with gender but more of one’s passion.
The women I know that are working in the industry have also been able to gain the respect of everyone in the field. It is inspiring to see smart, capable people in fields that take charge and exhibit their passion.
Just as in any industry, loving what you do and working hard will bring success.
TA: How have you been able to change things within the mezcal industry?
KA: It has been hard because often I am not taken seriously. As many women experience, there is the question of whether to play up to feminine strengths or emphasize more male associated traits.
I have strived to combine the two, which, once again, ultimately highlights the passion that I truly have about Mezcal. There are some challenging moments, but you just work through it and keep going.
TA: What do you see as the future of woman working within the mezcal industry?
KA: As a woman, being the face of a spirit is powerful and intriguing. I feel that men in the industry are starting to see how the passion of a woman really represents the sexiness of Mezcal.
I see the future of the industry as having more heart, more passion…just like every woman has!
I think I’m proving fact that a young woman can perform on the same level as the big boys, always knowing to control what I can control and following my instincts.
Cheers to the magic of Mezcal!
To taste Mezcal is to taste a unique individuality with every glass and every sip. No two Mezcals are alike; the perfect Mezcal requires just the right combination of fresh agave, authentic culture, and a dash of magic.
Mezcal is a reflection of the beauty of the land it originates from.
You can find it hiding within the rugged mountains, living amongst the native groups who are committed to preserving its ancestral traditions while they watch others around them let the jewels of their culture fade into distant memories.
A true Mezcal is one of those jewels.
It is the hills, it is the palenques, it is the isolated villages still holding on to what brings them closer to who they know they really are.