As a native-born Arizonan, my dad gave me two words of advice: Spanish - learn the language and teach - go into education. I am a good daughter. I followed that advice and continue, today, to love not only the language, but also the culture of Mexico as well as sharing that love with others.
Our unique experiences in the country began with Jaliscience Embajador (Hal-ees-ee-EN say Em-ba-ha-DOR) tequila. The producer of this small-batch tequila was looking for an importer to bring it into the US and we were in the right place, at the right time and began our Mexico adventures.
Juan de Dios was a bright, young Hispanic from the state of Jalisco. He had a great idea and the resources to make it happen. His brother had just returned to Mexico from living in the US, where he managed the importation of his own brand of tequila. Juan de Dios knew, he, too, could make his mark in the liquor industry. Coming from a wealthy family of brothers, one a priest in Central America and another at the Vatican, Juan de Dios had always seen the images of success. HIs first step to develop our unique partnership: invite us to visit his home in Capilla de Guadalupe, Jalisco, to get to know each other, learn more about the tequila industry and tour his production.
And did we ever learn! Lesson 1: Business in Mexico is based on one, primary thing: a trusting and friendly relationship. Lesson 2: Everything in Mexico is based on respectful relationships. Sometimes there’s tequila involved!
We met the family of Juan de Dios. We argued politics with the brothers of Juan de Dios. We discussed life in Mexico with the friends of Juan de Dios. We talked about loves and futures with Juan de Dios late into the night.
Our unique experiences in the country began with Jaliscience Embajador (Hal-ees-ee-EN say Em-ba-ha-DOR) tequila. The producer of this small-batch tequila was looking for an importer to bring it into the US and we were in the right place, at the right time and began our Mexico adventures.
Juan de Dios was a bright, young Hispanic from the state of Jalisco. He had a great idea and the resources to make it happen. His brother had just returned to Mexico from living in the US, where he managed the importation of his own brand of tequila. Juan de Dios knew, he, too, could make his mark in the liquor industry. Coming from a wealthy family of brothers, one a priest in Central America and another at the Vatican, Juan de Dios had always seen the images of success. HIs first step to develop our unique partnership: invite us to visit his home in Capilla de Guadalupe, Jalisco, to get to know each other, learn more about the tequila industry and tour his production.
And did we ever learn! Lesson 1: Business in Mexico is based on one, primary thing: a trusting and friendly relationship. Lesson 2: Everything in Mexico is based on respectful relationships. Sometimes there’s tequila involved!
We met the family of Juan de Dios. We argued politics with the brothers of Juan de Dios. We discussed life in Mexico with the friends of Juan de Dios. We talked about loves and futures with Juan de Dios late into the night.
Then we learned about the magical agave, a plant with a rich and ancient history in Mexico. The Aztecs revered the plant for its many uses, from thatch for houses to ancient beverages. There are over 100 species of the agave, one being the “blue weber” from which tequila is made. While the agave grows wild across Mexico, the blue weber is cultivated in Jalisco specifically for tequila. And, by the way, the biggest production of tequila by far, according to Mexican law, can only occur in the state of Jalisco. Jalisco is the home of the production of tequila as well as the town of Tequila.
Juan de Dios took us to the distillery where production and bottling of his brand, Jaliscience Embajador, was underway, alongside the bottling of several other brands.
The facility was a big, open warehouse of sorts, with multiple processes in action. Machines for grinding pulp thumped, caldrons steamed, and belts carrying bottles whirred on long tracks. It was dark, warm and humid in the facility and the sweet musky smell of tequila filled the air.
Trucks from the fields of Juan de Dios had delivered loads of agaves ready for the first step in the process. Workers had cut off the stiff and fibrous leaves (las pencas) and had pulled the plant from the soil.
The facility was a big, open warehouse of sorts, with multiple processes in action. Machines for grinding pulp thumped, caldrons steamed, and belts carrying bottles whirred on long tracks. It was dark, warm and humid in the facility and the sweet musky smell of tequila filled the air.
Trucks from the fields of Juan de Dios had delivered loads of agaves ready for the first step in the process. Workers had cut off the stiff and fibrous leaves (las pencas) and had pulled the plant from the soil.
Removing the roots, the remaining “hearts”, called the piñas, had been loaded on the trucks and were ready to be baked in an enormous oven.
We followed Juan de Dios through the facility to see how the agave was cooked, where the juices were captured, where the distilled product was stored. We learned that the waste from production was used as cattle feed. We passed by shelves of bottles, each brand uniquely and creatively designed to stand apart and grab attention in a liquor store. We watched the bottles get filled, capped and boxed.
We followed Juan de Dios through the facility to see how the agave was cooked, where the juices were captured, where the distilled product was stored. We learned that the waste from production was used as cattle feed. We passed by shelves of bottles, each brand uniquely and creatively designed to stand apart and grab attention in a liquor store. We watched the bottles get filled, capped and boxed.
And we saw the final product, slick and shining, that would be introduced to the US market.
Yet another lesson: The tequila industry is highly competitive! There is much discussion about the cap of the bottle, the design and the "look". New tequilas come on the market regularly, some not even produced in Mexico! Every tequilero wants his tequila to stand out, to be so unique that collectors buy ~ even if just for the bottle!
Where's the best place to find the new products?... at a wine and spirits conference somewhere in Las Vegas! The Hospitality and Beverage conference and expo is a real education on the many and varied liquors entering the market. From Mexican tequilas to Russian vodkas, it’s a real treat to attend!
Yet another lesson: The tequila industry is highly competitive! There is much discussion about the cap of the bottle, the design and the "look". New tequilas come on the market regularly, some not even produced in Mexico! Every tequilero wants his tequila to stand out, to be so unique that collectors buy ~ even if just for the bottle!
Where's the best place to find the new products?... at a wine and spirits conference somewhere in Las Vegas! The Hospitality and Beverage conference and expo is a real education on the many and varied liquors entering the market. From Mexican tequilas to Russian vodkas, it’s a real treat to attend!
My insights on this awesome experience? Relationship, relationship, relationship ~ that’s the foundation for all things successful in Mexico. We became close friends of Juan de Dios. In fact. a painting done by my mother-in-law hangs now in his family’s living room. And a book on the history of Mexico sits now on my coffee table.
Jaliscience had a short and glorious run as an imported tequila. Unfortunately, it’s no longer in production. However.as the tequila production wound down, an exciting new opportunity opened up across the country!
Jaliscience had a short and glorious run as an imported tequila. Unfortunately, it’s no longer in production. However.as the tequila production wound down, an exciting new opportunity opened up across the country!
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