Today we’d like to introduce you to Rodolfo Sanchez.
Hi Rodolfo, thanks for joining us today. We’d love for you to start by introducing yourself.
In 2002 I was living in Mexico City and began to visit the state of Jalisco; especially spending time in the Tequila Jalisco municipality. During that time, I was immersing myself more and more into discovering the history of tequila and the diversity of flavors surrounding it. I had an epiphany, giving me the deep inspiration and conviction to let the Mexican people, and indeed the world, know more about the excellent characteristics of this emblematic beverage and how to enjoy all its bounty. At the time I was working for a bank, which allowed me to host a number of Tequila tastings for my coworkers, friends, and family. One might think that being Mexican they would know about tequila, but I was very surprised to find that a large percentage of Mexicans do not know how to actually “taste” tequila. The same happened with my coworkers from other countries; many of them did not actually taste it but were only swallowing quick shots without experiencing the real taste, aroma, and full flavor of this excellent spirit(ual) beverage.
In 2004 I decided to start my own brand and began by thinking about a brand name that would evoke the passion of others as well as capture my newfound passion about tequila; something that would reflect emotions of love and romance. After pondering a long list of options, I finally landed on the name: El Hijo de Mis Amores, or in English, “The Love of My Life.” Working with a friend, we registered the brand and initiated a business plan to bring El Hijo de Mis Amores, to the world.
This tequila truly emerged from a dream, formed by the desire for love and born from love. El Hijo de Mis Amores arouses the memory of past loves, seduces the senses, and enflames present and future passions of the heart and soul. It is felt every time one takes a sip of this Premium Tequila.
El Hijo de Mis Amores is a love story. Imagine the love of your life… be it your spouse, your children, your pet, an exhilarating project you are involved in. And whatever that love is, you will find it in the three types of El Hijo de Mis Amores Tequila: White, Aged, and Extra Aged. They are like three poems that encompass a whole love story. The White 100% Agave tequila poem speaks to a couple’s dreams of attracting that other person who is going to be the love of their life. El Age or Reposado 100% Agave Tequila expresses the intimacy of that love, and the birth of the “Son of My Love,” and the Añejo 100% Agave affirms a couple’s passions throughout their lives seducing the senses and evoking thoughts of the passions to come.
When you take a sip and say: “Cheers!!!,” you evoke the soul and meaning of El Hijo de Mis Amores (Love of My Life); my first love, my last love, my only love.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Honestly, the Agave Spirits industry it’s hard, but when it’s your dream you need to focus and go for the challenge to differentiate yourself in the market, there are so many tequilas on the market these days you have to ask yourself what niche your new tequila would fill. People need to understand what you have to offer, and that understanding needs to be constantly updated and kept evergreen and exciting. The company needs to present its exclusive character, so clients not only become familiar with your brand; but develop an emotional attachment to it. Our Tequila El Hijo de Mis Amores team wants to show how the company is developing and offering a special Premium Tequila; as a responsible industry participant, promoting responsibility in the consumption of alcoholic beverages. It’s important to teach and encourage the consumer to appreciate tequila in terms of quality and taste, not volume.
As you know, we’re big fans of Tequila Premium El Hijo de Mis Amores. For our readers who might not be as familiar what can you tell them about the brand?
Related to the brand: Our slogan: Awaken the thirst of love.
Why the slogan? This tequila truly emerged from a dream, formed by the desire for love and born from love. El Hijo de mis Amores arouses the memory of past loves, seduces the senses, and enflames present and future passions of the heart and soul. It is felt every time one takes a sip of this Premium Tequila.
El Hijo de Mis Amores is a love story. Imagine the love of your life… be it your spouse, your children, your pet, an exhilarating project you are involved in. And whatever that love is, you will find it in the three types of El Hijo de Mis Amores Tequila: White, Aged, and Extra Aged. They are like three poems that encompass a whole love story.
Tequila Premium El Hijo de Mis Amores (Love of my life) is distilled in the most awarded Tequila Distillery in Mexico. A modern, efficient factory that has the certification of the Tequila Regulatory Board (CRT) as well as of the Official Mexican Standard (NOM) committee; which produces 500,000 litters per month. This is where tequila of exceptional quality is born with an authentic traditional flavor using modern methods and production equipment and following strict quality control methods while still using traditional methods. Cooking can be carried out in brick or masonry ovens. This is where El Hijo de Mis Amores is produced. The Smoothest Tequila.
In January 2022 we won a “Gold medal” in our Blanco 100% agave by Tequila Aficionado in the US. And we were nominee in Reposado and Añejo too. Very proud of it.
El Hijo de Mis Amores is not just an excellent premium tequila; it must be drunk with passion in order to journey to the most emotive memories of love and seduction.
Now you can find it in Texas in GoodGoody liquor stores, Lucky star liquors.
Ask for it and feel the passion!!
Are there any important lessons you’ve learned that you can share with us?
Good question, there are a number of lessons we can talk about in our journey to give birth and life to El Hijo de mis Amores.
But I believe the most important lesson is that it takes a strong team with total commitment, faith, and belief so that were are able to develop “the best” tequila product in the market; which dictates the goals for the brand and drives the process to success. Focus always has to be on the main objective of creating and introducing “the best” product. Which also means finding the best way to captivate the consumers’ senses via the spirit, consciousness, and subconsciousness. This results in clarifying your brand identity, your markets, and how you will be developing the spirit to — Awaken the Thirst of Love.
We also learned that an effective method for getting the brand adopted is through exclusive tasting events. This allows a one-on-one discussion to answer questions and to explain the idea/concept behind the brand. Our message after all is to bring out in the consumer that strongest of emotions… love… and that is best achieved personally, eye-to-eye and heart-to-heart.
There were also many lessons learned and hurdles to cross over: in finding the right manufacturer; in testing different distillation processes; in the development and management of packaging suppliers; in the process of establishing the legal entities (in Mexico and the US); in being in compliance with Mexican authorities and meeting tequila standards and regulations; in understanding and meeting the rules and processes used by authorities in other countries; in establishing logistics for export, etc. Each of these is its own mini-journey on the path of successfully creating a premium tequila and bringing it to the palates of consumers for their maximal enjoyment… both physically through the senses: taste, smell, look, etc.; and spiritually through the emotions: love, happiness, joy, etc.
So, all considerations are important of course, but again the most important lesson is related to establishing an effective team and having fun doing the work. After many experiences, I came to understand that having common goals and a singular vision is what brings people together. And that it is very important to ensure that everyone is moving in the same direction in order to accomplish objectives. When young entrepreneurs choose who to work with, it is important to connect with people who share the same vision for the (ad)venture!
Contact Info:
- Email: [email protected]
- Website: www.tequilasexclusivos.com
- Instagram: https://www.instagram.com/tequila_el_hijo_de_mis_amores/
- Facebook: https://www.facebook.com/tequilaelhijodemisamorespremium/?ref=hl
