Today we’d like to introduce you to Pablo Antinori.
Hi Pablo, we’d love for you to start by introducing yourself.
I started in the industry at Abuelo’s as a server in 2004 while attending college at Brookhaven. This was my first foray into the business side of the hospitality industry and where my love for spirits started. I was recruited by a top executive of Glazer’s (now Southern Glazer’s Wine & Spirits) to join the company as North Texas’ Multicultural Manager. I focused on multi-cultural accounts – mainly Hispanic restaurants – and sold a wide portfolio of agave spirits among others. A lot of the work at Glazer’s luckily included several tastings and happy hours – quite a fun job – so my palate became better, and my love for Tequila only grew. I also met Socorro’s co-founder Josh Irving, who, at the time, was working with Chopin Imports. We developed a friendship which included meeting up at several joint accounts and late-night “work meetings” at bars and restaurants. Even though we did not have many things in common in our personal lives, we did both share a passion for the industry of agave spirits and an entrepreneurial spirit.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall, and if not, what were the challenges you’ve had to overcome?
Despite the fact that our first case of tequila hit the market at the end of April 2020 and had us to rip up our Go-To-Market Strategy, we were blessed that liquor stores were allowed to remain open during that time. Luckily, people were drinking A LOT. It was a huge gamble entering the market during a worldwide unknown, but we remained optimistic and positive that our spirit would speak for itself and bring people together.
Thanks for sharing that. So, maybe next, you can tell us a bit more about your business.
I like to paint a picture when asked about our brand. Typically, when you start a tequila brand in the US, you are either a celebrity or have too much money on your hands and feel compelled to dabble in such a booming industry. Socorro is neither of these things, and my 1,200 followers on Instagram are certainly not being influenced by my famousness to purchase our product.
Socorro was started by two guys who live in Dallas. Both had a dream to create their own brand that met the standards of their discerning palates after spending years in the industry. We are two dreamers who made a shared dream happen with a lot of hard work and passion. People who get into this industry don’t realize how much drive is needed to start a brand from the ground up. But without truly loving what we do, there’s no way we’d be where we are today.
I wish it was as easy as saying, “We’ve just been really lucky,” but in reality, all of our success is attributed to hundreds of trips back and forth to Mexico. We’re constantly tasting and re-tasting to ensure that we have the best tequila in Texas. Our tequila comes from the Highlands of Jalisco, Arandas, to be precise. It’s offered as a Blanco, Reposado, and Anejo. With beautifully cooked agave and tropical fruit notes with a slight hint of pepper, our tequila truly highlights what a tequila from the Highlands should be. It was important to us that we offered the best liquid to consumers without breaking the bank — Socorro is meant to be enjoyed by anyone, anywhere, every day. Prices range as low as $32 for our Blanco and $42 for our Anejo.
Socorro is a female name in Hispanic culture, but it also translates to “Help, Assist, or Relief.” We chose this name because for every case of Socorro sold, we donate a case of water to the orphanages within the Highlands of Jalisco and the surrounding areas. Four years ago, when we were dreaming about this company, Josh and I were not the most philanthropic people. But the culture and people of Mexico welcomed us so warmly that we felt the need to give back. We were so impacted that we thought, “What type of humans are we if we’re so inspired by a culture that is allows us to live our dream and we do nothing in return?” That’s where our Case For A Case initiative started, and it’s the most remarkable feeling. Once you do something for another person selflessly, there is no better feeling in the world. Please, if you have not yet donated your time to a non-profit organization or charity, I urge you to do so. Your life, like ours, will be changed forever.
What are your plans for the future?
We want to make sure that when anyone references the state of Texas and tequila, Socorro is in the same sentence. Texas is home for us, so our plans are to take care of our home and keep supplying Texans with the best tequila their hard-earned money can buy.
Pricing:
- Tequila Blanco — $32.99
- Tequila Reposado — $36.99
- Tequila Añejo — $42.99
Contact Info:
- Website: https://socorrotequila.com/
- Instagram: https://www.instagram.com/socorrotequila/
- Facebook: https://www.facebook.com/SocorroTequila
- Twitter: https://twitter.com/socorrotequila1
Image Credits
Socorro Tequila
