tequila boss ladies Archives - Tequila Aficionado Media

Women in The Tequila Industry: Jaclyn Jacquez by M.A. “Mike” Morales

January 3, 2019February 25, 2014 by Lisa Pietsch

Jaclyn Jacquez considers herself an adelita, of sorts.

Adelitas were female solders (soldaderas) who were a vital force during the Mexican Revolution in the early 1900s, fighting alongside men. As President of Don Cuco Sotol, she spearheads a sixth generation company producing a spirit steeped in 800 years of history.

The Don Cuco Sotol line up., jaclyn jacquez — The Don Cuco Sotol line up.

Born in Albuquerque, New Mexico and raised in El Paso, Texas and Chihuahua, Mexico, this charming but fierce warrior woman is more than armed with a masters degree in International Business from the American College of Switzerland. Under her leadership, the company trademarked its brand name, exported it first into New Mexico, and now, into New Zealand where it is gaining the attention of bars and restaurants specializing in serving handcrafted Mexican spirits-based cocktails.

Jaclyn Jacquez, President of Don Cuco Sotol.

In an industry where the image and story behind a spirit is crucial for its marketing success, Jaclyn and the entire Jacquez family, staunchly refuse to stray from their artisanal roots. Opting instead to concentrate on honoring their culture and way of life in the Sonoran Desert, they have managed to capture its essence inside every bottle of Don Cuco Sotol.

As I related to author, Tom Barry, in his stellar article “A Sotol Story” (it may be bad form to quote oneself, but I’ll do so here), “There is no mistaking that Don Cuco Sotol is produced–handcrafted, micro-distilled–and lovingly brought into the market by the Jacquez family.”

A revolutionary spirit fronted by a soldadera, Jaclyn Jacquez most certainly belongs among the ranks of Tequila Boss Ladies.

[Tweet “Jaclyn Jacquez, soldadera of Sotol and a ranking Tequila Boss Lady.”]

To repeat, we asked a short list of five questions to prominent women leading the charge for change in the Tequila Industry and beyond.

Interview with Don Cuco Sotol’s President, Jaclyn Jacquez.

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

JJ: To be in a male dominated industry has been an empowering feeling. The liquor industry is starting to realize the great power of influence women have in this business. Not only do we have influence in advertisement and marketing but we are playing a major role in strategic business decisions at an international level.

[Tweet “Sotol is a revolutionary drink and I’m just part of its heritage.”]

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

JJ: The sotol industry had played a major role during Mexico’s revolutionary times just as the women called ” Adelitas” did during that period. Now its challenge, and my challenge, is to revolutionize everyone’s cocktail with this spirit.

My heritage is from Chihuahua and I, too, carry that northern revolutionary spirit within me. I don’t think I’ve made a change in this industry, yet, but Sotol is a revolutionary drink and I’m just part of its heritage.

I just happen to be the “Adelita.”

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

JJ: I see huge potential for women and the liquor industry itself.

I see women not only in the marketing aspect of it, but in the agriculture, business, social conscious awareness of it and education. I see women taking this challenging industry to a much higher level where people will not only be asking for just well drinks but for a cocktail with a specific brand of sotol or tequila.

TA: What things would you like to see changed?

JJ: Awareness.

I want people to understand that tequila and sotol are not just another alcoholic beverage to drink. It is more than that. It is culture, art, and a spirit that has to be treated with respect. That’s why the Ancestors called it spirits. Consumers need to research and know what they are consuming and demand it.

[Tweet “Sotol is culture, art, and a spirit that has to be treated with respect.”]

TA: Is there anything you’d like to say to women who may be contemplating entering and working in the Tequila/Sotol Industry in one form or another?

JJ: Yes. It’s just like any other goal. You’ve got to have passion and embrace every challenging aspect of this industry.

***

Find Don Cuco Sotol Online:

Don Cuco Website

Follow Don Cuco Sotol on Facebook

And on Twitter @SotolDonCuco

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Learn all about tequila from field to glass and then get paid to share your love of agave spirits with others! Buy Them Both Now!

Women In The Tequila Industry: Carmen Villarreal by M.A. “Mike” Morales

January 3, 2019January 10, 2014 by Lisa Pietsch

Carmen Alicia Villarreal Treviño, The Original Tequila Boss Lady

Carmen Alicia Villarreal Treviño is a legend among Tequila Boss Ladies. In fact, she is the original Tequila Boss Lady.

To date, she is the only female tequila distillery owner, taking the reins of Casa San Matías soon after the tragic death of her husband in 1997. Determined to keep his dreams alive, Carmen proceeded to create some of the most emblematic brands in the business like Carmessí, Rey Sol, and Pueblo Viejo.

Known as a fine humanitarian and crusader for equal rights for women, Ms. Villarreal has piloted Casa San Matías into the 21st Century as an ecologically and socially responsible company, as well as raising the bar in the production of quality tequilas.

If you’ve been following our series, we asked a short list of five questions to prominent women leading the charge for change in the Tequila Industry and beyond.

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

Interview with Carmen Alicia Villarreal Treviño

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?)

CV: My experience as a woman in the tequila industry has been very pleasant and I’ve always been shown respect, support and affection by my colleagues. As with many women, my most important challenge has been to combine my personal and family life with my work and within the industry, to compete on a global scale as a family business.

Pueblo Viejo tequila, Carmen Villareal, san matias — Pueblo Viejo tequila

(Mi experiencia como mujer dentro de la industria tequilera ha sido muy agradable, he recibido siempre de mis colegas muestras de respeto, apoyo y cariño. Mi reto más importante ha sido, como el de muchas mujeres, el de combinar la vida personal y familiar con el trabajo y dentro del sector el de competir en un mundo global como empresa familiar.)

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

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

CV: I’ve worked vehemently to strengthen the image of quality of our house [distillery] by enlarging the brand portfolio that we offer to the market. I’ve dreamed of achieving total growth as a company by caring for the human aspect and the social environment.

We have the satisfaction [distinction] of being the first tequila company to be certified as a “Great Place to Work” and also the first to participate in the program of the sale of carbon credits that the United Nations promotes to combat global warming. We are in the process of certifying as a company with gender equality, and also being the first company in the tequila industry to obtain [achieve] it.

(He trabajado fuertemente por fortalecer la imagen de calidad de nuestra casa ampliando el portafolio de marcas que ofrecemos al mercado. He soñado con lograr un crecimiento integral como compañía, cuidando el aspecto humano y el entorno social.

Casa San Matías, Carmen Villareal, san matias — Casa San Matías

(Tenemos la satisfacción de ser la primera empresa tequilera en certificarse como un “Great Place to Work” y también la primera en participar en el programa de venta de bonos de carbono que promueve la ONU para combatir el sobrecalentamiento global. Estamos en proceso de la certificación de empresas con equidad de género, siendo también la primera en la industria tequilera en obtenerlo.)

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?)

CV: Fortunately, [I see] the doors of the industry have opened for women. Every time there is more participation and recognition for the work we carry out. Without a doubt, I expect the future for women to be very promising, especially in the areas of research, product development, quality [control], bottling, administration and marketing.

(Afortunadamente veo que las puertas de la industria se han abierto para las mujeres, cada vez hay más participación y reconocimiento al trabajo que desempeñamos. Espero sin duda que el futuro será muy prometedor para las mujeres, especialmente en las áreas de investigación, desarrollo de productos, calidad, envasado, administración y mercadotecnia.)

TA: What things would you like to see changed?

Rey Sol Extra Añejo, Carmen Villareal, san matias — Rey Sol Extra Añejo

(¿Qué cosas gustaría cambiado?)

CV: There are lots of things I’d like to see changed.

I’d like to see an industry that could vertically integrate itself with the agricultural sector, achieving a way to generate wealth for the land, the rural communities and for the industrialists.

I’d like to see the continued support of the participation of women in the industry, that we evolve to support them with more flexibility in programs and childcare.

I would love to see the Tequila category as one of the strongest in the world renowned for its quality.

(Hay muchas cosas que me gustaría cambiar…

(Me gustaría ver a una industria que pudiera integrarse verticalmente con el sector agrícola, logrando encontrar la forma de generar riqueza para el campo, para las comunidades rurales y para los industriales.

Carmessí, Carmen Villareal, san matias — Carmessí, made for adventuresome women.

(Quisiera que siguiéramos apoyando la participación de las mujeres en la industria, que evolucionáramos para apoyarlas más con flexibilidad en programas y cuidado de los niños.

(Me encantaría ver al Tequila cómo una de las categorías más fuertes en el mundo, reconocida por su calidad.)

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?)

CV: I’d like to tell them to believe in themselves, in their potential. The industry needs the participation of professional, talented and dedicated women to contribute to the growth of the sector.

(Me gustaría decirles que crean en ellas, en su potencial, que la industria está necesitada de la participación de mujeres profesionales, talentosas y dedicadas para contribuir al crecimiento del sector.)

***

Follow Casa San Matías (via Pueblo Viejo) on Facebook.

Follow them on Twitter @CasaSanMatiasUS

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Learn all about tequila from field to glass and then get paid to share your love of agave spirits with others! Buy Them Both Now!

Women In The Tequila Industry: Sophie Decobecq by M. A. “Mike” Morales

January 3, 2019November 27, 2013 by Lisa Pietsch

No list of Tequila Boss Ladies would be complete without mentioning the likeable and charismatic Sophie Decobecq, creator of the award winning Calle 23 Tequila.

Aside from her wacky sense of humor where marketing her tequila is concerned (‘Tequila makes us smarter. So, drink smart” is one of her favorite slogans), Sophie has a unique perspective on the Tequila Industry. Not just a female master distiller, Sophie is also French born which presents its own set of challenges.

To reiterate, we asked a short list of five questions to prominent women leading the charge for change in the Tequila Industry and beyond.

Read on!

***

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

SD: It has been, so far, a rich human experience combined with a non-stop working period.

Tequila is a male dominated industry, or to be more precise, a Mexican male industry. Meaning that there is a cultural dimension to it, with its own rules.

Being a foreigner, you have to respect them or better you do your life somewhere else. I have been told only once by a tequilero that this was not a place for me, being a woman; this exception being completely forgotten thanks to many other tequileros who have made me a very nice space in their world.

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

SD: Did I ever change anything? (laughs). What I may have added is a point of view from a non-native person, with cultural habits of protecting traditions. I still view through French eyes this industry in which I am deep inside for more than a decade, giving me the pride to represent, as best as possible, this Mexican treasure I fell in love with, and to spread the word about the category that is for me the future of tequila: “tequila 100% agave”giving the full spirit of the agave plant (compared to the category “tequila”which is produced with only a minimum of 51% of agave).

My way of working in this industry follows a woman’s heart, which I would describe in my case as encouraging local economy, sustainable processes and Mexican culture, instead of having a business focused on money efficiency.

Please don’t literaly interprete this, as this is a very general vision. There are many amazing men here doing this too, an example being Carlos Camarena from Tapatio keeping a place for his employees until they decide to retire.

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

SD: Future is to build! The industry is growing and there will be naturally space for more men and women. Current problem is that women are confronted with more difficulties to enter into it: for the fact of being a woman, their capacity to handle the work is a challenge. Same, in fact, as in other industries like politics.

There has been a female candidate running for Mexican presidency this year, and comments you could hear in medias and in the streets were mostly about being a woman more than about her program. Which ever program each candidate had during these elections, no time was spent to question the fact that the other candidates were “men.” Same in tequila, when importance should be on the objectives and the paths chosen. Don’t you think?

TA: What things would you like to see changed?

SD: Less judgment based on gender. I am not a feminist, just humanist: considering people for their ideas and the persistency of their actions rather than their gender or social level from where they come from.

[The Tequila] Industry had amazing women in the past, leading and impacting tequila empire as Herradura. It would be good to see that native women could have the opportunity to retake more often that place, if they are the best ones. Not for being a woman, but for being the individual person that would be the best leader at that moment, as it actually was the case with Carmelita [Villarreal] from San Matias and Lucretia from Siete Leguas.

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?

Sophie Decobecq (Photo by Chris McCarthy)

SD: If this is your dream, follow it!!

Advice that I would give is persistency, respect for the amazing knowledge Mexicans have about this process that they have as a heritage, and unconditional patience for all the unexpected you will find on you way.

This unexpected and unplanned part is frustrating at the beginning, but trust me, after some time you kind of become addicted to it. Every day is a challenge with many efforts to give, but you then earn a life with beautiful aromas and flavors around you, as well as joy, smiles, music, street-non-stop-sounds, colors, beauty of agave plants and so much more.

Welcome to [the] Tequila world!

***

Follow Sophie Decobecq on Facebook.

Follow Calle 23 Tequila on Twitter @TequilaCalle23

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Learn all about tequila from field to glass and then get paid to share your love of agave spirits with others! Buy Them Both Now!

Women In The Tequila Industry: Cecilia Norman by M.A. “Mike” Morales

January 3, 2019October 16, 2013 by Lisa Pietsch

We continue our series of Women In The Tequila Industry with Cecilia Norman, Communication Manager for the Tequila Interchange Project, a non-profit organization and consumer advocacy group for tequila.

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

TIP is comprised of bartenders, consultants, educators, academics, consumers and tequila enthusiasts. It advocates the preservation of sustainable, traditional, and quality practices in the tequila industry amid concerning trends currently becoming mainstays in the industry. Through their efforts and increased consumer education, they strive for continued growth in the tequila industry with a renewed emphasis on the importance of preserving tequila’s great heritage.

***

TA: What are the challenges you face when dealing with the male dominated Tequila Industry?

CN: It’s like any male dominated industry, you face preconceived notions of what a woman’s role is in society or the industry.

Personally, I’ve never paid much attention to any of it. If I want to do something I make it happen. It doesn’t matter if it’s the spirits, film, tequila, robotics, rocket science or pink elephant hunting. It all comes down to personal effort and the pursuit for good attainable goals. If I spent any time thinking about other people standing in the way, I wouldn’t do anything. Instead, I think of what’s best for everyone and myself, then put my mind to getting it done.

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

CN: I want to see it become a diverse, fair industry that makes a lot of money for everyone involved and focuses on plant health, worker health, and becoming something that is sustainable for thousands of years. TA: Do you approve of its brands current marketing strategies?

I believe in brands that market transparently and honestly… and silliness. Give me all your data, processes, and let me decide if I want to drink your product. If I don’t, let’s have a conversation about it.

TA: How would you run things? What would you like to see change?

CN: I would run things where everything grows. Of course some brands will do better than others, some will remain local, and some will fail entirely… but developing business to look out for what’s best for everyone will help the industry. There are too many nuances to keep just dollar signs the main focus.

Follow Cecilia Norman on Facebook and Twitter @cecinorman.

Follow the Tequila Interchange Project on Facebook, and Twitter @ThinkTequila.

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Learn all about tequila from field to glass and then get paid to share your love of agave spirits with others! Buy Them Both Now!

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

January 3, 2019August 21, 2013 by Lisa Pietsch

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.

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.

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).

(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.)

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.

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Learn all about tequila from field to glass and then get paid to share your love of agave spirits with others! Buy Them Both Now!

Tequila Week in Review: Senor Rio, Tequila Boss Ladies, Montalvo & Vinturi

July 27, 2014June 24, 2013 by Lisa Pietsch

Did you miss any of our stories or reviews last week? In case you did, here they are for your clickable convenience:

Sipping off the Cuff: Senor Rio Tequila

Mike Morales and Alex Perez explore the Senor Rio brand in this classic episode of Sipping Off The Cuff, newly released from the Tequila Aficionado vault!

Tequila Boss Ladies