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:
In what proved to be the toughest bracket for the judges to date, Malinalli Tequila swept the Platinum trophy in the hard fought Blanco division, with Ambhar, El Mayor, and Mamalón tequilas close on its heels.
Gold Medal Winner Lisa Elovich, brand owner of Organic Tequila One With Life, was ecstatic, saying, “Thank you so much! It is such an honor to get this award. I know this will help us with marketing and distribution.” She graciously added, “Congratulations to all of the nominees and winners! So happy to be part of it!”
In an equally gracious statement made over their Instagram account, medal recipient Papa Bueno Tequila wrote, “We are honored to have been among this impressive group of nominees! We love tequila and congratulate all the winners and thank Tequila Aficionado for the time, humor and love they bring! Definitely Bueno!”
About the Brands Of Promise Awards
All brands were judged by Founder, Alex Perez and CEO, M.A. “Mike” Morales, as well as by other Tequila Aficionado staff, on how they performed during Tequila Aficionado’s wildly popular Sipping Off The Cuff™ video series seen regularly on TequilaAficionado.com and viewable on its YouTube channel.
Unlike other spirits contests, The Brands Of Promise™ Awards does not require participating agave spirit brands to pay an entry fee. It also does not charge winners additional hefty licensing tariffs for the rights to use the medal award graphics on their labels, neck tags, shelf talkers, brochures, point-of-sales materials and websites.
Lisa Elovich is a relative newcomer to the tequila business.
Accompanied by a small army of family, staunch supporters and fans, and guided by some savvy tequila industry veterans, Her One With Life (OWL) organic tequila is gaining a firm foothold in her native New York state.
She is also no stranger to working–and thriving–in male dominated industries.
This mother of two has been a Parole Commissioner since 2007. She served as an Administrative Law Judge for the New York State Office of Children and Family Services, and was a Deputy Attorney General for the New York State Attorney General’s Office with a focus on juvenile justice and crime prevention programs.
If that wasn’t enough, Elovich was also at one time the state’s only licensed female professional boxing promoter!
Throughout her life experiences, Lisa has learned to remain present in the moment and the importance of balance. Using her tequila brand as a vehicle, she imparts these lessons to all who enjoy One With Life.
Besides personally hand-selecting and test-tasting every batch in Mexico, each bottle is printed with a spiritual toast on the label and a special hidden quote inside.
Tequila Aficionado Media asked Ms. Elovich a handful of questions that, in the past, have been answered by our illustrious gallery of Women In The Tequila Industry.
Here’s what she had to say….
TA: What are the challenges you face when dealing with the male dominated Tequila Industry?
LE: I have never felt like being a woman in a male dominated industry is a negative factor. I was the only licensed female boxing promoter in New York State for awhile and I found that for the most part, people really only care about the results you produce, quality of the product and one’s character.
The same holds true for being a woman in the tequila industry.
TA: How have you been able to change things within your industry?
LE: I am new to the industry but I think that I can help with dissolving egos and collaborating rather than always competing.
I believe that when you help others try to succeed you are more likely to succeed yourself.
TA: What do you see as the future of women working within the Tequila Industry?
LE: Women can bring a softer and more feminine perspective to the tequila world.
One With Life Tequila’s niche is the health conscious female who enjoys organic products and the mild smooth taste of an ultra premium tequila
Now that high end tequilas are growing at a rapid pace, I think there will be more women entering the industry.
TA: What things would you like to see changed?
LE: I would like to see the smaller companies get more attention.
It should not only be about who can spend the most money but about quality of a product and its unique contribution to the tequila market.
TA: Is there anything you’d like to say to women who may be contemplating entering and working in the Tequila Industry in one form or another?
LE: I would recommend speaking with others that are already in the industry. I was lucky enough to get advice from people who have founded tequila brands. It is important to listen to people who have already been through the fire and come out the other side. It is extremely labor intensive, time consuming and takes a lot of persistence.
For me it has been mostly trial by fire and sometimes I run into road blocks. The key is to just stay focused and positive. Work hard and have faith. I encourage others to follow their passion and to not give up even when things get difficult.
It takes time and patience to build a brand. Build it slowly and don’t get in over your head.
The most important thing is to enjoy the ride! Tequila, like life, is supposed to be light hearted and fun!