How many times have you peered voyeuristically into the lives of people you admire via social media and wondered what it must be like to do their job? We’ve all been down that research rabbit hole on our quest to create and cultivate the career of our dreams, but often we’re still left pondering the realities of their day-to-day—so, what is it really like? In this series, I Want Your Job we uncover the truth by getting into the nitty-gritty details about what it’s actually like to work in your quote-unquote “dream job” and if the reality stacks up to the expectation.
Photo: Ball & Albanese
Bertha González Nieves fell in love with tequila almost immediately. Two days into a three-day trip to Tequila, Jalisco, the heart of Mexico’s tequila industry, she already knew she wanted to pursue a career that involved working with the history-rich, blue agave-derived spirit. In fact, she even went so far as to call up her parents to tell them that she’d discovered what she’d wanted to do for a living.
She landed a dream job at Grupo Cuervo, the oldest tequila producer in the world, but after 10 years, she decided to take a risk and launch her own small-batch premium tequila brand, Casa Dragones in 2009. Fast-forward 11 years, and her passion hasn’t wavered. “I have such passion for tequila and Mexico that it’s an honor for me to be part of an industry that contributes to the cultural relevance of Mexico internationally,“ she tells Create & Cultivate. But being at the helm of an independent, small-batch, tequila producer hasn’t been easy.
Ahead, González Nieves explains how she grabbed a seat at the table to become the first female master of tequila, how she’s paying it forward to other women coming up in the industry, and how she’s pivoting the company in the wake of COVID-19.
On getting her foot in the door in the tequila industry…
I fell in love with the tequila category when I was 22 years old and was selected by the Japanese government to represent Mexico in a global program in Japan.
As part of my training, I traveled extensively throughout Mexico, learning about the country’s economy and various industries in order to represent Mexico as a young ambassador to Japan. My travels included a three-day visit to Tequila, Jalisco, and after the second day, I called my parents and told them that I had found what I wanted to do. I wanted to work in the tequila industry.
After university, I worked for Booz Allen & Hamilton in the marketing intensive group doing consulting for top global packaged goods companies and then received a master’s degree from Northwestern University. Once I graduated, tequila was on mind and in my heart, so I went knocking on the doors of the tequila industry.
I worked for the Beckman family from Grupo Cuervo for 10 years, the oldest tequila producer and an eleventh generation-run company. I fell in love with everything about the tequila production process and its connection to the culture and history of Mexico. While there, I had key roles both in Mexico and globally, but at some point, I realized the brand would never truly be my own.
I’m an entrepreneur at heart (and actually, I come from a family of entrepreneurs, so it’s in my blood!), so I knew I’d never be fully satisfied until I had my own company, which eventually inspired me to start Casa Dragones.
Photo: Courtesy of Bertha González Nieves
On laying the groundwork for starting her own company…
I earned a bachelor’s degree in business administration from Universidad Anáhuac in Mexico City and a master of science degree in integrated marketing communications from Northwestern. I’ve also had the opportunity to take executive courses at Harvard Business School, Wharton Business School, Columbia Business School, and other top schools. I would say that while much of my studies helped me prepare for the business world, nothing has been as valuable as actually working in the industry itself. Taking the time to become an expert in the tequila industry is what has set me and the company apart.
On pursuing entrepreneurial ventures from a young age…
Since my teenage years, I’ve been creating and participating in small entrepreneurial ventures like creating a holiday card business in Mexico City, co-producing a film, and working for Mexico City’s top magazine. I also worked throughout my university years in Mexico City, all jobs that weren’t related to tequila. These combined experiences were an important part of my preparation to become an entrepreneur and enabled me to be able to recognize my passion for the tequila industry. For the generations that are coming up, it’s important that you are curious because finding your passion and purpose will enable you to have the focus to discover your potential.
On becoming the first-ever Maestra Tequilera…
A Maestra Tequilera or Maestro Tequilero are the lead people in charge of the production of tequilas in a tequila company. He or she is the person within a production house that is in charge of defining the brand’s unique formula. I’ve been aware of how male-dominated the tequila industry is from the beginning, but I’ve always focused on my ability and my passion instead of my gender.
I am part of the founding professors that started with the Program of Tecnico Tequilero in the Universidad de Guadalajara that now is a master’s program. It’s important to give back to the tequila’s appellation of origin and make sure that the next generations can have more academic programs so they can take the category further.
I want to help break down barriers and provide a path for other women who are interested in the spirits industry. Women in Hospitality and Women of The Vine & Spirits are important organizations that I’m a part of that empower women in the industry through networking and events. More than half of the Casa Dragones team is made up of women, so this is very important to me.
On being at the helm of her own company…
No day is the same in my role as CEO, which is part of why I love the job. Building a company from scratch you realize very quickly that the only constant is change. I divide my time between Tequila, Jalisco, Mexico City, and New York plus all of the work travel with my team across both the U.S. and Mexican markets and travel for events with wholesalers and customers. Between January and March, for example, I traveled every week at least once, maybe even multiple times a week. Last week, I was in tequila bottling the first batch of a new style we are bringing to market this year, and today I’m in New York, soon to be flying out to Las Vegas. I know now why they say, “running a company.” Running is a verb for a reason—you’re on the run on a permanent basis.
Photo: Courtesy of Bertha González Nieves
On taking the highs and lows of entrepreneurship in stride…
Being an entrepreneur and building a venture is a journey where the highs are high and the lows are very low. It can be glamorous at times, but mostly you need to roll up your sleeves and accept that you are making difficult decisions every day. You have to have thick skin and be quick on your feet to think critically about each decision you make.
On advice for professionals trying to break into the industry…
My best advice is to make sure you have a full understanding of the category, a clear route on how to bring products into the marketplace, and have a unique selling proposition. Surround yourself with the best and most professional mentors you can find and also secure smart capital. Make sure there’s a long-term view because building a venture is not a 5k, it’s a marathon. Perseverance, dedication, passion, and knowledge are the key ingredients to finding success in any industry.
On pivoting in the wake of COVID-19…
As a small-batch producer, we felt the impact of COVID-19 immediately. With bars, restaurants, hotels, nightclubs all closed, we lost a large share of business overnight and had to pivot quickly. It was important for us to stay connected and support our restaurant and bar community, so we started donating a portion of our online sales to the United States Bartenders’ Guild and the James Beard Foundation Open for Good campaign.
We also developed a “Cocktails at Home” program with out-of-work bartenders in the U.S., Mexico, and London, directly supporting them with small grants in exchange for original cocktail content online. One of my favorite initiatives to date has been providing sustainable 375ml Blanco glass bottles for our restaurant partners, such as ATLA, Lola Taverna, and Moby’s to use for their to-go cocktail programs.
In June, we introduced our latest sipping tequila, Casa Dragones Barrel Blend, in Mexico and the U.S., so we’re constantly pivoting and finding new opportunities to engage our loyal customers with extraordinary experiences. As entrepreneurs, change is the only constant. We need to look at every challenge as an opportunity to grow, change, and innovate.
Photo: Courtesy of Bertha González Nieves
On the Casa Dragones project she’s most proud of…
Since we started our company, we’ve had the opportunity to work with some of the most talented artists, chefs, and mixologists in the world. Reflecting back, these collaborations—from special art edition bottles to special pairing dinners to mixology jamming sessions—have been some of the most rewarding for me in my career. In November 2019, we celebrated our ten-year anniversary over Day of the Dead weekend in San Miguel de Allende, Mexico, which is Casa Dragones’ spiritual home. We invited everyone who supported us over the years to celebrate this incredible milestone with us.
Our chef friends Enrique Olvera (Cosme, ATLA, Pujol), Daniela Soto-Innes (Cosme, ATLA), Elena Reygadas (Rosetta, La Panadería, Café NiN), Blaine Wetzel (The Willows Inn), and Donnie Masterton (The Restaurant) created a 100% plant-based dinner for over 360 of our closest friends and partners in the oldest operating bullfighting ring in Latin America. It was a magical celebration, showcasing our journey of craftsmanship, and our commitment to creating exceptional tequila and exceptional experiences. If we hadn’t remained committed to this ideal, we wouldn’t be where we are today.
On getting the most out of every workday…
Productivity is like being on a diet. Sometimes you’re productive and some days you don’t meet your expectations. It takes discipline to deliver at your highest level of productivity on a constant basis and keeping the balance between work and personal is essential to achieving this. Some distance between the two helps give clarity on what your priorities should be. With all of my travel, I have become very efficient at working on planes and figuring out how to be productive even when I’m not in the office.
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