Women In The Tequila Industry: Leticia Aceves Alvarez

Women In The Tequila Industry: Leticia Aceves Alvarez http://wp.me/p3u1xi-4LgI first met Carmen Leticia Aceves Alvarez in July 2016, during my investigative visit to Fabrica Santa Rosa.  The distillery is responsible for such fan favorite tequilas as Alma de Agave, Crótalo, Cabresto, and their flagship brand, Embajador.

At a round table lunch over delicious babacoa (barbecue) skirt steak at a local restaurant in Atotonilco, the group from the fabrica introduced me to its newest offering, Jaliscience.  We enjoyed small glasses of  the reposado while waiting for the mysterious and elusive “Lety” to join us.

Having sampled the above mentioned tequilas from NOM 1509, I was struck by how each one had its own distinctive taste and aroma.

“Oh, that’s Lety’s doing,” I was told.

“Lety is the maestra tequilera?” I asked, incredulously.

All the men at the table nodded approvingly.

We’ve already encounted several female master distillers like Melly Barajas of

Women In The Tequila Industry: Leticia Aceves Alvarez http://wp.me/p3u1xi-4Lg

Sino Tequila, or Maribel Garcia Cano of Don Diego Santa, who soar undetected in the Tequila Industry, while opening doors and people’s palates.

The shy and demure Lety is not unlike the other unsung lady heroes.  Here are her responses to our standard 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.]

 ***

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 Industries?)

(¿Cómo describiría sus experiencias como una mujer de alto rango en su posición en una industria dominada principalmente masculina?)

LA:  Participating in the predominately male Tequila Industry, more than one obstacle has been a challenge that has afforded me the chance to bring a distinct approach to my work.

Every time, more women are involved in the Tequila supply chain.  We are making an effort to bring sophistication to this spirit, standardize its methods, and to highlight the artistic marvels that a bottle of tequila implies.

To be a woman in the Tequila Industry represents strength and dedication that sustains years of experience.

Women In The Tequila Industry: Leticia Aceves Alvarez http://wp.me/p3u1xi-4Lg

(Ser participe de la industria tequilera, donde predominan hombres,  más que un obstáculo ha sido un reto que me ha permitido brindar un enfoque distinto a mi trabajo.  

(Cada vez más mujeres estamos involucradas en la cadena de suministro del Tequila.  Estamos haciendo esfuerzos en sofisticar esta bebida espirituosa, estandarizar sus técnicas y resaltar las maravillas artísticas que implica una botella de Tequila.

(Ser mujer en la industria tequilera representa fortaleza y dedicación, que sustentan años de experiencia.)

TA:  How have you been able to change things within the Tequila/Mezcal Industries?

(¿Cómo han sido capaces de cambiar las cosas dentro de su industria?)

 LA:  Perseverance is definitely a key point in this industry.

Women in Tequila have focused on opening and exploring new segments in the market.  One clear example is our entrance into Asia.

Currently, I am involved in a group of tequileros who jointly export [tequila] into China and surrounding countries.

This predominately female group is comprised of tequila lovers like me who struggle day by day so that more people recognize and value our spirit as a Women In The Tequila Industry: Leticia Aceves Alvarez http://wp.me/p3u1xi-4Lgmarvel of our country.

(Definitivamente la constancia es un punto clave en esta industria.

(Las mujeres en el Tequila se nos hemos enfocado en abrir y explorar nuevos nichos de mercado. Un claro ejemplo es nuestra incorporación a Asia.  

(Actualmente formo parte de un grupo de tequileros que en conjunto exportamos a china y alrededores.  

(Este grupo predominan mujeres amantes del tequila como yo, que día con día luchamos para que más personas reconozcan y valoren nuestra bebida espirituosa como una maravilla de nuestro país.)

 TA:  What do you see as the future of women working within the Tequila/Mezcal Industries?

 (¿Qué ves como el futuro de las mujeres que trabajan en la industria del Tequila?)

 LA:  Women have always been involved in the history of Tequila.  What has changed is that more women are taking the reins of corporations, and not just in our industry.

More professionals are becoming interested in forming part of the beautiful art of tequila and this [movement] has served to revolutionize and to fine-tune tequila’s perception onto the world.

It’s not just historic [first] families of tequila that are in the industry, but qualified people who are contributing to the solidity of the beverage.

There have been huge efforts to leave behind the image that tequila is just an intoxicating drink, and I see a clear elevation of Tequila before the world.

(Las mujeres siempre hemos estado involucradas en la historia del tequila.  Lo que está cambiando es que más mujeres estamos tomando las riendas de corporativos y no sólo en nuestra industria.

(Más profesionistas  se están interesando por formar parte del bello arte del tequila lo que ha llevado a revolucionar y sofisticar la percepción del tequila ante el mundo.

(Ya no sólo son familias de antaño en la industria sino gente preparada que está aportando una solidificación de la bebida.

(Se han hecho esfuerzos exorbitantes para dejar atrás la imagen de que el tequila es únicamente una bebida embriagante y veo una clara ascendencia del Tequila ante el mundo.)

 TA:  What facets of the Tequila/Mezcal Industries would you like to see change?

 (¿Qué cosas gustaría cambiar? )

 LA:  I’d like to bear witness to the existence of major education regarding tequila in the marketplace.

That more dinner guests order a snifter of tequila, and that more of us are aware of the respect and history that this beverage entails.

That there would be an aligned strategy to grow as an industry around the world.

Women In The Tequila Industry: Leticia Aceves Alvarez http://wp.me/p3u1xi-4Lg

(Me gustaría ser testigo de que exista una mayor educación del mercado acerca del tequila.

(Que más comensales ordenen una copa de tequila, que más estemos enterados del respeto e historia que conlleva esta bebida.

(Que exista una estrategia alineada para crecer como industria alrededor del mundo.)

 TA:  Do you approve of how Tequila/Mezcal brands are currently marketing themselves?

(Esta Ud está de acuerdo con la comercialización de marcas de tequilas o mezcal, hoy en dia?)

Women In The Tequila Industry: Leticia Aceves Alvarez http://wp.me/p3u1xi-4LgLA:  I believe it is an error that we’ve, and various brands, have committed in following the leaders of our industry, instead of looking to define a unique personalty and to focus on particular segments.

The principle reasons that this has occurred is because of the lack budgeting for marketing departments, and, on occasion, it is forgotten that these efforts help in the commercial and sales arena to solidly position the brand.

(Creo que un error en que hemos incurrido varías marcas es en seguir a los líderes de nuestra industria en lugar de buscar definir una personalidad única y enfocarnos en nichos particulares.

(Las razones principales que esto ocurre es por falta de presupuesto para departamentos de mercadotecnia y en ocasiones se olvida que estos esfuerzos ayudan al área comercial y ventas, ya que al posicionar la marca la misma se vuelve más solida.)

 TA:  Is there anything you’d like to say to women who may be contemplating entering and working in the Tequila/Mezcal 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 en una forma u otra?)

LA:  The Tequila Industry is extremely passionate; it envelopes history and tradition.  It’s incredible to see that reflected in a snifter of tequila–all the flavors of Mexico.

To be a woman in the Tequila Industry is a challenge and a responsibility to present our nation before the world.

I invite even more women to not only form a part of the industry, but to be leaders that project Tequila as a beverage that exposes colors, flavors, aromas, and hundreds of years of struggle.

A beverage that deserves respect and celebration.

(La industria del tequila es extremadamente apasionante; te envuelve la historia, tradición.  Es increíble ver reflejada en una copa de tequila todos los sabores de México.

(Ser mujer en la industria del tequila representa un reto y una responsabilidad de presentar a nuestro país ante el mundo.

(Invito a que más mujeres no sólo formen parte de la industria sino sean líderes que proyecten el Tequila como una bebida que expone colores, sabores, olores y esfuerzo de cientos de años.  

(Una bebida que merece respeto y celebración.)

Women In The Tequila Industry: Leticia Aceves Alvarez http://wp.me/p3u1xi-4Lg

Embajdor Tequila Online

  

Women In The Tequila Industry: Melly Barajas

SinoMellyWhen Judy Rivera sought to make her own brand of tequila, she was determined to find a master distiller whose views and outlook were similar to hers.  It wasn’t long before she found Carmen Lucia Barajas Cárdenas–“Melly” to her friends–and Sino Tequila was born.

Melly Barajas always intended to be a Tequila Boss Lady.  After years of apprenticeship in the male dominated Tequila Industry, she purchased land in the highlands of Jalisco called Valle de Guadalupe and constructed her own distillery, Vinos y Licores Azteca (NOM 1533).

She resolved to hire only women from the rural area and to teach them all she knew, from operating fermentation tanks to bottling and more.  She also established a learning center and living quarters at the distillery for her all female staff.

SinoDistillery outer

Melly has become a force to be reckoned with, tackling the Tequila Industry on her own terms.  Here’s what she had to say in response to our customary questions.

[Editor’s note:  For the convenience of our interviewee and our Spanish speaking audience, this article is in both English and Spanish.]

***

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 Industry?)

(¿Cómo describiría sus experiencias como una mujer de alto rango en su posición en una industria dominada principalmente masculina?)

MB:  Fascinating!

It’s a world filled with constant challenges, where you have to work a lot and assert yourself.  Where you have to demonstrate that your sex doesn’t matter, Sino_pinas 2and instead, do things right and always move forward to improve yourself every day.

It’s a place where you find many helpful circumstances and others that are difficult obstacles that force you to struggle each day and to not give up.

It’s work that changes your life.  There’s always new things, new people, new experiences, new challenges.  The key is to wake up each day ready to relish whatever comes up.

(Facinante!

Es un mundo lleno de retos constantes, donde tienes que trabajar mucho y hacerte valer, donde debes demostrar que el sexo no importa sino hacer las cosas bien y siempre estar en movimiento y superarte tratando de ser cada dia mejor.

Es un espacio donde encuentras muchas manos amigas y otras manos duras que te retan y así te obligan a estar luchando cada dia  y no darte por vencida.

Es un trabajo que conviertes en tu vida. Siempre hay cosas nuevas, gente nueva, experiencias nuevas, retos nuevos, la clave es levantarte todos los días lista para disfrutar lo que venga)

TA:  How have you been able to change things within the Tequila Industry?

(Cómo han sido capaces de cambiar las cosas dentro de su industria?)

SinoSMB:   Hmmm.  Realistically, I’m not sure I’ve changed anything in the industry.

What I can say is that we’ve changed the lives of many women in the town where the distillery is located in Valle de Guadalupe, Jalisco.

Well, in the factory, besides teaching them how to make very good tequila, we’ve taught them that because we’re women, we are limited by NOTHING.

On the contrary!

In the factory, we do all types of jobs that perhaps have been labeled men’s work because it requires more physical strength than what we ladies have, but, by our astuteness that defines us, we develop skills and invent things to do our jobs equally as well as gentlemen.

Besides, when they demonstrate [to themselves] that they can do things that they’ve never even dreamed of, and that they can do so wondrously, they take that lesson into their daily lives and it changes their manner of thinking and they begin to forget their physical restrictions because women’s limitations exist only in their minds.

I’m not saying it’s easy, but the difficulty makes all the difference and the fun.

(Mmmm, realmente no se si he cambiado algo de la industria.

Lo que si te puedo decir que hemos cambiado la vida de muchas mujeres en el pueblo donde esta la tequilera en Valle de Guadalupe Jalisco.

SinoCrusher 2

Pues en la fabrica ademas de enseñarles hacer muy buen tequila, se les ha enseñado de no por “ser mujeres” estamos limitadas a NADA,

Al contrario !!!

En la fabrica se hacen todo tipo de trabajo, que tal vez se etiquetan como trabajo de hombres por que requieren de mas fuerza que las que tenemos las damas, pero con la astucia que nos distingue hacemos mañas e inventamos cosas para hacerlas igual de bien que los caballeros.

Ademas cuando les demuestras que pueden hacer cosas que ni en sueños pensaron que pudieran hacer, y lo pueden hacer de maravilla, este aprendizaje lo llevan a su vida diaria y cambia su modo de pensar y empiezan a olvidar sus ” disque limitaciones ” por que las limitaciones de las mujeres solo están en su cabeza.

No digo que sea fácil, pero lo difícil hace la diferencia y lo divertido.)

TA:  What do you see as the future of women working within the Tequila Industry?

(¿Qué ves como el futuro de las mujeres que trabajan en la industria del Tequila?)

MB:  The future of women in Tequila has arrived!

Our tequilas say it all:  The feminine touch on tequila is its magic, its heart, and its soul.

In tequilas made by women, or with women’s help, a little piece of their hearts travels to all parts of the world.

SinoDistilleryCrew2

Since every day more women are working, it is this medium that has begun to be an important source of employment in the tequila [making/growing] regions.

(El futuro de las mujeres en el Tequila ha llegado!!!

Nuestros tequilas lo dicen todo, el toque femenino en el tequila es la magia, es el corazon, es su alma.

En los tequilas que hacen las mujeres, o con ayuda de mujeres se va un pedacito de su corazon a todas partes del mundo.

Ya que cada dia mas mujeres trabajan es este medio que ha empezado hacer una fuente de trabajo importante en las zonas tequileras.)

TA:  What facets of the Tequila Industry would you like to see change?elcondeazul-blanco_6237_r2

(Qué cosas gustaría cambiado?)

MB:  Everything has its time and takes its course.

I believe that doing things right and demonstrating to the world the value of women in our beverage [tequila] industry is on a sure path.

(Todo lleva su tiempo y su curso.

Creo que el hacer las cosas bien y demostrarle al mundo el valor de las mujeres en nuestra bebida va por buen camino.)

TA:  Do you approve of how Tequila brands are currently marketing themselves?

(Esta Ud de acuerdo con la comercialización de marcas de tequilas, hoy en dia?)

MB:  That’s an interesting question.

I’d like all tequila to be [made of] 100% Agave Azul Tequilana Weber so that it could only be from the juice of this miraculous plant with all its properties.

There is a reason that the ancient Aztecs made offerings of this elixir to the gods and it was only imbibed by priests.

(Es interesante tu pregunta.

Yo quisiera que todo el tequila fuera solo 100% de Agave Azul Tequilana Weber, para que fuera solo jugo de esta planta maravillosa con todas sus propiedades.

No por nada los Aztecas ofrecían este elixir a los Dioses y solo era bebido en la antigüedad por los sacerdotes.)

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?

(¿Existe algo que le gustaría decir a las mujeres que pueden estar contemplando entrar y trabajar en la industria del Tequila en una forma u otra?)

ToroAzulMellyMB:  Of course.

I’d like to tell them that to sell tequila isn’t just selling a beverage, it’s giving the client an opportunity to get acquainted with this delicious and ancient beverage that was offered to the gods.  It’s giving them the chance to savor a beautiful history, a lovely dream, a small piece of Mexico.

To remember that inside every bottle go the thrills, the efforts and the hopes of a town that is proudly Mexican.

The sky’s the limit.

Salúd!

(Claro.

Yo quisiera decirles que el vender tequila no solo es vender una bebida, es darle al cliente la oportunidad de conocer la deliciosa bebida milenaria que era ofrecida a los Dioses, darles la experiencia de paladear una bella historia, un bello sueño, un pedacito de Mexico.

Que recuerden que en cada botella va la ilusión, el esfuerzo y la esperanza de todo un pueblo orgullosos de ser Mexicanos.

Que su limite sea el cielo.

Salúd!)

Women In The Tequila Industry: Judy Rivera

sinoJudy Rivera, the latest Tequila Boss Lady to join our gallery, has figured out how to combine acute LA street smarts, a fearless entrepreneurial spirit, and artistic ingenuity into her Sino Tequila brand.

A staunch women’s rights advocate, Judy contracted with a small, 100% female owned and operated distillery in the highlands of Jalisco–Vinos y Licores Azteca (NOM 1533).  Its Maestra Tequilera, Melly Barajas Cárdenas, oversees Sino’s distinctive flavor profiles, as well.

Successfully launching Sino in late 2009, Judy is an avid supporter of notable street artists, and even donates $1.00 of every bottle sold to non profit organizations that benefit artists, galleries and art programs across the country.

Finally, Rivera owes her boundless energy and work ethic to her father, and even shares her grandfather’s message as the basis of Sino’s name, below.

SinoFamilia

Read on as Judy tackles our standard handful of preguntas (questions).

***

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 Industry?)

JR:  Thinking through my entire experience since launching Sino Tequila atSinoBottle the end of 2009 until now, I really believe being a woman in the industry has garnered a lot of support for my Brand and my Mission, especially from the bar and restaurant side of things.

There have been some interesting times during the first couple of years bringing Sino to a distributor and getting a lot of “Are you the sales rep?” type of questions.

I would of course answer, “Yes, the sales rep, the accountant, the marketing agency and the owner!”

TA:  How have you been able to change things within the Tequila Industry?

JR:  Well, I think if nothing else it opens everyone’s mind that you don’t need to be a millionaire to make great tequila.

I am very proud of my Brand and the wonderful distillery that produces my SinoSrecipes.

There are still some people that may dismiss the tequila because it doesn’t have the flashy television ads, etc., but I believe quality and creativity supersedes relying solely on flashiness and huge budgets.

I see that being realized by more and more people each day.

TA:  What do you see as the future of women working within the Tequila Industry?

JR:  It will definitely continue to grow and we will become a stronger voice.

It’s awesome to see more women become Master Tequileras and how women in the Tequila/Mezcal industries especially are helping each other gain experience to rise up in the industry.

SinoLogo

TA:  What facets of the Tequila Industry would you like to see change?

JR:  The competitive aspect of the industry can be enjoyable, but at the same time, when it gets reduced to “my tequila/mezcal is better than yours,” it gets quite annoying.

I enjoy spending time with people that continue to teach me about what makes each tequila or mezcal different from one another.SinoVariety

Education over bullying is always a better result.

That’s why I love what you and others do for the industry.  It gives a forum for even little brands like me to speak up.  Thank you for that! [Editor’s note:  You’re welcome!]

TA:  Do you approve of how Tequila brands are currently marketing themselves?

JR:  I love the creative marketing aspects of the industry.

Some, I think, are a bit ridiculous, some a bit stale, but at the same time all of it is interesting.

I still think there is a lot more out there on how to bring in the culture of Mexico and [to] be creative with branding that I don’t always see.

I tend to like brands from a messaging standpoint that market somewhere between the Rancho image of Mexico and the Club scene of a major US city.

SinoSupper

There is so much more content to have fun with in the middle of those two extremes which I really try to tap into.

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?

JR:  Yes, go for it!  If it is your passion you need to chase it.

I really live by what made my final decision to jump into the world of agave – “Si no tratas, no ganas”

If you don’t try, you won’t win.

As long as it is a passion and something you want to try for the love of it, then it will be an extremely fulfilling journey!

Embajador Tequila–Building a Legacy

embajador tequila, tequila aficionado, tequila

After a tiring day of meetings and visiting key accounts in Austin, TX, Andres Garcia, Regional Sales Manager for family owned Embajador Tequila, was kind enough to visit with us in our San Antonio offices of Tequila Aficionado Media.  Over pizza and pours of Embajador reposado, Andres shared some insights into the SIP Award winning tequila brand.

We Are Family

In this clip, Andres tells how he and his wife, Esmeralda, first became involved with the estate grown Embajador tequila, as well as some of the symbolism depicted on the bottle.

Shortly after their return from Mexico, Andres continued his preparation by seeking guidance from his father on Embajador’s flavor profile and potential in the tequila market.

Continuing Education is Key

Relentless in his pursuit of proper preparation, Andres discusses the value of continuing education.  He also reveals that by working with famed Maestra Tequilera, Ana Maria Romero Mena, he has improved his tasting techniques in the field, and has amped up his appreciation for the entire tequila process.

The Pride of Telling Your Story

In this clip, Andres admits his passion for the family brand and why he prefers to conduct his own event tastings.

In this snippet, Andres shares how he separates Embajador tequila from the rest of the pack when visiting potential customers.

Slow And Steady

A handful of well known brands already come from the distillery (NOM 1509), but Andres has no illusions of what it will take to make its flagship Embajador tequila successful.

Savvy Guerilla Marketing

Andres & Esmeralda  with FluffyAside from entering carefully selected tasting competitions like the SIP Awards, Andres has also sought unique ways to help promote Embajador.

Embajador tequila signature cocktails are featured prominently on the brand’s website including a whimsical drink inspired by and dedicated to popular Latino stand-up comic, Gabriel “Fluffy” Iglesias, himself a fan of Embajador.

Mariachi Nuevo TecalitlanThe family has also partnered with Mariachi Nuevo Tecalitlan one of the hottest mariachi groups in Mexico.  As they travel globally, these talented mariachis bestow special bottles of Embajador (ambassador, in Spanish) to foreign dignitaries at each Mexican embassy they visit.

Additionally, understanding the value in being a start up company, Embajador was a sponsor of the female led indy film Salt, Liquor, Lime in which they received prominent product placement.

Here, Andres relates the extent of the family’s long term commitment even in the midst of the current agave shortage, as well as a scoop on an upcoming release to its line of award winning expressions. [Spoiler Alert!]

 Not To Go Wide, But To Go Deep

Andres Garcia expresses the family’s philosophy on the future of Embajador tequila.

It’s obvious that the family is building more than just a brand.  They are creating a legacy that is focused on producing quality tequila.

“After all,” concludes Andres Garcia, “tequila is Mexico and we are proud to be one of its Ambassadors.”

Follow Embajador Tequila Online

WebsiteFacebookTwitterPinterestInstagramTumblr – YouTube

[vasaioqrcode]

Never miss an article or review again – Subscribe now!

* indicates required

Email Format

View previous newsletters.



Women In The Tequila Industry: Ana Maria Romero Mena by M.A. “Mike” Morales

Tequila Appreciation, 2010
Tequila Appreciation, 2010

In the 2010 industry classic special report entitled Tequila Appreciation for USA Today, it listed five tequila trends to watch.  Here, we’re focusing on one of them…

The role of women in the tequila industry.

The report predicted that more women, in particular Latina/Hispanic women with family ties to agave growers and tequila producers, would join the ranks of tequila brand owners and also become influential in other areas of this traditionally male dominated industry.

Current numbers suggest that 70 percent of new businesses are started by women and that 20 percent of new home sales are driven by single women.  It’s no secret that Hispanics and Latinos are also the largest US minority, either.

Up to 85 percent of the buying market is women.  This translates to $5-$7 trillion dollars every year!  It’s no wonder that the Spirits Industry, and particularly the tequila segment, is finally taking notice.

Statue of Mayahuel in Tequila.
Statue of Mayahuel in Tequila.

We asked a short list of five questions to prominent women leading the charge for change in the Tequila Industry and beyond.  As you’ll read, it hasn’t been all margaritas and roses for these tequila boss ladies.

We begin our series of Women In The Tequila Industry with Maestra Tequilera, Ana Maria Romero Mena.  You can read a brief summary of her accomplishments in our earlier article on Tequila Boss Ladies.

[Editor’s note:  For the convenience of our interviewee and our Spanish speaking audience, this article is in both English and Spanish.]

***

Maestra Tequilera, Ana Maria Romero Mena.
Maestra Tequilera, Ana Maria Romero Mena.

TA:  How would you describe your experiences as a high ranking woman in your position in a primarily male dominated industry?

(¿Cómo describiría sus experiencias como una mujer de alto rango en su posición en una industria dominada principalmente masculina?)

ARM:  [My experiences have been]  dynamic, enriching, and in constant evolution despite the tequila industry having a long history and a bright future.  There’s lots to do in the arena of research and innovation.

(Dinámicas, enriquecedoras y en  constante evolución, a pesar de ser una industria con un largo pasado y un gran futuro; hay mucho que hacer en el campo de la investigación y de la innovación.)

The dynamic experience [has been] because it’s an industry in expansion in that the study of new forms of interpreting tequila by the [olfactory] senses are different due to culture, age and sex [of the individual]; enriching because there’s so much to learn from those men who are behind every bottle, from the [brand] owner to the jimador, have been generous in imparting their experiences [to me]; and in constant evolution because the markets have globalized and they permit the generation of new strategies for the positioning of Tequila.  Finally, I’d like to say that [the industry] is male dominated but not male chauvinistic.

Romero Mena and actor, Patrick Dempsey of Grey's Anatomy.
Romero Mena and actor, Patrick Dempsey of Grey’s Anatomy.

(La experiencia dinámica es porque es una industria en expansión en la que el estudio de nuevas formas de interpretar al tequila desde los sentidos son diferentes debido a la cultura, la edad y el sexo; enriquecedoras porque hay mucho que aprehender de esos hombres que están detrás de cada botella, desde el dueño hasta el jimador, han sido generosos en compartir sus experiencias y en constante evolución porque los mercados se globalizan y nos permiten generar nuevas estrategias para el posicionamiento del Tequila, para finalizar me gustaría decir que es masculina pero no machista.)

TA:  How have you been able to change things within your industry?

(¿Cómo han sido capaces de cambiar las cosas dentro de su industria?)

ARM:  By studying the behavior of the industry in all its arenas, detecting areas of opportunity, completing the research of that opportunity and presenting it for the betterment of the industry as in the case [of the investigation] of the aromas of tequila, where its source was placed in accordance with its behavior in the development of the sensorial profiles of tequila and then delivered to the mind of the consumer by means of the cata (tasting).

Romero Mena in the agave fields.
Romero Mena in the agave fields.

(Estudiando el comportamiento de la industria en todas sus aéreas, detectando aéreas de oportunidad, realizando la investigación de esa oportunidad y presentándola para el mejoramiento de la industria, como lo fue la investigación de los aromas del tequila, su procedencia  para  ubicarlos de acuerdo a su comportamiento en el desarrollo de perfiles sensoriales del tequila y llevarlos a la mente de los consumidores por medio de la cata.)

TA:  What do you see as the future of women working within the Tequila Industry?

(¿Qué ves como el futuro de las mujeres que trabajan en la industria del Tequila?)

ARM:  It is a full future that allows us to not only grow personally and professionally, but to also leave a legacy for the new generations of women in which innovation will be the key [word].

(Es un futuro pleno, que nos permitirá  no solo desarrollarnos personalmente y  profesionalmente, si no dejar un legado para las nuevas generaciones de mujeres en las que la innovación será la palabra clave.)

TA:  What things would you like to see changed?

(¿Qué cosas gustaría cambiado? )

ARM:  To give women more opportunities in positions of higher responsibility and decision making [since] we still share only a minimal portion of those positions.

(Darles mayores oportunidades en puestos de gran responsabilidad y toma de decisiones a las mujeres, todavía compartimos  en un porcentaje mínimo en esos puestos.)

Maestra Tequilera, Ana Maria Romero Mena
Maestra Tequilera, Ana Maria Romero Mena

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?

(¿Existe algo que le gustaría decir a las mujeres que pueden estar contemplando entrar y trabajar en la industria del Tequila en una forma u otra?)

ARM:  It’s a fascinating industry [and] one must get to know it in all its facets, visit and study the different distilleries, the Consejo Regulador del Tequila (CRT) and the National Chamber of the Tequila Industry (CNIT); get to know its regulations (normas), certify yourself in the desired area of opportunity, e.g.:  Maestra Tequilera, Maestra Destiladora; to be at the forefront [vanguard] of the advances and news that generates its dynamism and above all, to be passionate about your work.  Knowledge is the key that opens all the doors to opportunities.

(Es una industria fascinante, hay que conocerla en todas sus variables, visitar  y estudiar las diferentes destilerías,  el Consejo Regulador del Tequila y La Cámara Nacional de la Industria Tequilera, conocer su normatividad, certificarse en el área de oportunidad deseada, por ejemplo Maestra Tequilera, Maestra Destiladora, estar a la vanguardia de los avances y noticias que genera su dinamismo y sobre todo apasionarse por su trabajo.  Ya que el conocimiento es la llave que abre todas las oportunidades.)

Follow Ana Maria Romero Mena on Facebook and Twitter @Amrcreativa.

Never miss and article or review again – Subscribe now!

* indicates required

Email Format

View previous newsletters.