We caught up with the brilliant and insightful Pamela Maria De La Luz a few weeks ago and have shared our conversation below.
Hi Pamela , thanks for joining us today. The more we talk about good leadership the more we think good leadership practices will spread and so we’d love for you to tell us a story about the best boss you’ve had and what they were like or what they did that was so great?
Absolutely. I had the privilege of working under Alex Ramirez for almost 20 years. He wasn’t just a boss—he was a mentor who played a pivotal role in my growth, both professionally and personally. Over the years, Alex taught me everything I know about the tequila industry. His passion for the business was contagious, and he made sure I was involved in every aspect, from product knowledge and tastings to customer service, marketing, and even managing vendors and employees.
Alex’s leadership was unique because he was always learning alongside me. He believed in nurturing growth, not just in himself, but in everyone around him. His approach was hands-on, patient, and supportive. He didn’t just give orders—he trained me meticulously, ensuring that I had the skills and confidence to succeed. It wasn’t long before I became known as “The Tequila Lady” due to my deep knowledge of tequila, which was a direct result of the time Alex invested in me. He helped me understand the nuances of each brand, the importance of authentic tequila, and how to connect with customers on a personal level.
One of Alex’s greatest strengths was his ability to solve problems with a calm, positive attitude. No matter what challenges arose, he always found a solution, teaching me that every obstacle could be overcome with the right mindset. His belief in me was unwavering, and that confidence laid the foundation for my eventual decision to start AgaveLuz. Without Alex’s mentorship, I wouldn’t be where I am today, and I’ll forever be grateful for the knowledge, experience, and belief he instilled in me over those years.
Pamela , love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
The Story Of AgaveLuz Organic Tequila – Rediscovering The Authentic Spirit Of Organic Tequila
I’ve always felt deeply connected to the heart and soul of tequila. Growing up near Jalisco, the birthplace of tequila, I was captivated by the sight of vast agave fields and the traditional distilleries scattered across the landscape. As a child, I remember watching the jimadores harvest the agave with such skill and precision, knowing even then that there was something magical about the process. This fascination stayed with me and sparked my lifelong passion for tequila.
After moving to Los Angeles, I spent over 20 years marketing various tequila brands. But after so much time in the industry, I realized there was a need to bring tequila back to its roots—back to authenticity. That’s when AgaveLuz Organic Tequila was born.
Inspiration and Challenges Behind AgaveLuz Organic Tequila
The rich cultural heritage and tradition of tequila-making in Mexico are at the core of AgaveLuz. Inspired by the artistry and dedication of traditional Mexican tequila craftsmen, I wanted to create a brand that honored these values. The challenge was that the industry had shifted so much—mass production, celebrity endorsements, and the use of additives and sweeteners had taken over, masking the true essence of tequila.
Our journey with AgaveLuz began with a passion for crafting tequila that truly honors its roots. It was about resisting trends and preserving the authentic, organic, and additive-free essence of tequila. I was determined to create a tequila that celebrated the original craft. There was a moment I stood in a field at dawn, watching the jimadores at work, and I knew our tequila had to capture that spirit. Despite the obstacles, the vision was clear—to offer a small-batch, organic tequila that embodies the true spirit of Mexico. I wanted to create a tequila that wasn’t just another bottle but a story, a piece of heritage.
AgaveLuz’s Four Organic Tequilas: A Journey Through Authentic Flavors
We offer four distinct organic tequilas at AgaveLuz, each crafted for tequila enthusiasts who appreciate authenticity and purity. From the crisp, vibrant notes of our Blanco to the deep, complex flavors of our Extra Añejo, each bottle tells a story of traditional craftsmanship and Mexican heritage.
The Organic Blanco Tequila
Our Organic Tequila Blanco is a pure expression of agave, where the natural flavors take center stage. Blanco is where you truly taste the raw, unadulterated flavors of agave. With earthy, peppery notes and a slight sweetness, it’s beloved by tequila purists and perfect for sipping neat or in cocktails.
The Organic Reposado Tequila
Our Organic Reposado Tequila balances the fresh, vibrant notes of agave with the nuances of oak from being aged for three months. You get the lively brightness of the agave, softened with a subtle hint of vanilla and caramel from the wood. It’s smooth yet dynamic—great for sipping or crafting refined cocktails.
The Organic Añejo Tequila
For those who crave richness, our Organic Añejo Tequila is aged for at least a year, delivering deep, mature flavors. With warm notes of toasted oak, butterscotch, and dried fruit, it’s a luxurious sip that invites you to slow down and savor every moment.
The Organic Extra Añejo Tequila – Aged 12 Years
Our Organic Extra Añejo is the pinnacle of sophistication. Aged for 12 years, it’s crafted for true connoisseurs. With complex layers of caramel, vanilla, dark chocolate, and dried fruit, it’s a sensory experience, perfect for special occasions or as a thoughtful gift.
AgaveLuz: More Than Just Tequila
AgaveLuz is not just another tequila brand; it’s a commitment to authenticity, sustainability, and the rich traditions of Mexican culture. We wanted to create something that honors the roots of tequila-making, bringing back the natural flavors of agave without shortcuts or additives.
AgaveLuz’s Commitment to Sustainability and Ethical Practices
Beyond crafting high-quality organic tequila, we are committed to sustainability. We use organic farming methods, protect soil and water resources, and ensure fair wages for our local farmers. It’s about creating a product that’s good for both the earth and the community.
A Testament to Quality: Customer Experiences and Influencer Endorsements
AgaveLuz has quickly gained a following among tequila enthusiasts and influencers who appreciate its quality and authenticity. Mixologist Luis Lopez praised AgaveLuz, saying, “You can feel the passion and dedication in every sip.” Customers describe it as “a true taste of Mexico” and “a celebration of tradition.”
Discover the Authentic Taste of AgaveLuz Organic Tequila
AgaveLuz invites you to experience the true spirit of Mexico. Our tequila is not just a drink; it’s a journey into Mexican heritage. Taste the difference that organic, additive-free production makes. Discover a tequila that honors its roots—crafted with love, respect, and a deep connection to its origins.
Raise a glass to tradition, authenticity, and the rich flavors of AgaveLuz Organic Tequila. Salud!
Can you talk to us about manufacturing? How’d you figure it all out? We’d love to hear the story.
After spending 20 years in the tequila industry, I watched as many brands drifted away from the traditional, authentic methods of making tequila. It became increasingly common to see additives, sweeteners, and celebrity endorsements take center stage, and I knew I wanted to create something different—something true to the roots of tequila. That’s what inspired me to create AgaveLuz Organic Tequila.
Bringing AgaveLuz Organic Tequila to life has been a journey filled with passion and persistence. My goal was to create a tequila that captured the pure, clean flavor I remembered, but finding the right distillery was far from easy. For two years, I searched across Mexico, visiting distilleries and tasting tequilas, but none of them quite fit the vision I had. Then, through a trusted connection, I met Juan Carlos Avalos Ramirez, who introduced me to the Montes family and their distillery, Las Americas. As soon as I visited, I knew it was the perfect match. The Montes family shared my dedication to tradition, quality, and maintaining organic methods, and together, we began crafting AgaveLuz Organic Tequila.
Working with Eladio Montes Sr. to uphold traditional distilling methods and with Eladio Montes Jr. to develop the precise flavor profile I was searching for was a transformative experience. Their deep expertise and passion for tequila-making aligned perfectly with my vision. Carlos Montes ensured every technical detail was flawlessly executed, while Alejandrina Montes meticulously oversaw quality control, making sure each bottle met the highest standards. Meanwhile, Alvaro Montes managed the agave fields, ensuring that only the finest organic agave was harvested for AgaveLuz Organic Tequila.
But it wasn’t just about crafting the tequila—I had a very specific bottle design in mind. I wanted a bottle that reflected the purity of AgaveLuz Organic Tequila, topped with a one-piece glass piña to represent the heart of the agave plant. After being turned down by 33 different glass factories, it started to feel like my vision might not be possible. However, I wasn’t willing to compromise on the design, and with the help of Raul de Alba, a close friend and supporter, we finally found a factory that could produce the bottle exactly as I envisioned it.
As we brought all these elements together, Juan Carlos Avalos Ramirez was instrumental in navigating the complex legal and regulatory landscape in Mexico. His guidance ensured that we could move forward without any setbacks, allowing us to focus on perfecting the product.
When I finally saw the first finished bottle of AgaveLuz Organic Tequila, it was an incredibly emotional moment. After years of hard work, countless rejections, and overcoming challenge after challenge, everything had come together. From the distillery to the bottle and every detail in between, seeing it all become a reality was surreal.
AgaveLuz Organic Tequila is more than just a tequila brand—it’s a reflection of dedication, tradition, and the relentless pursuit of authenticity. I’m profoundly grateful to the Montes family at Las Americas, Raul de Alba, and Juan Carlos Avalos Ramirez for believing in this vision and helping to bring AgaveLuz Organic Tequila to the world. Together, we’ve created something truly special: a tequila that stands for purity, craftsmanship, and tradition.
How do you keep your team’s morale high?
The best advice I can offer is to lead with patience, trust, and understanding. Building something meaningful, like AgaveLuz Organic Tequila, isn’t just about my vision—it’s about the people who help make that vision a reality. Throughout the process, we faced several significant challenges, from finding the right distillery to designing the perfect bottle. There were moments of frustration and setbacks, but it was the trust and openness I had with my team that got us through.
One of the most important things I’ve learned is to give your team the confidence to take ownership of their roles, and to be open to their ideas and perspectives. For example, during the long search for a factory that could produce our bottle, I trusted my team to explore every possible option, and together, we found solutions where I might not have looked. That openness to new ideas not only helped us overcome obstacles, but it also strengthened our sense of collaboration.
Maintaining high morale comes from valuing your team and recognizing their contributions. Listening to them, being receptive to feedback, and celebrating each win—no matter how small—keeps everyone motivated and engaged. When people feel respected and heard, they’re more invested in the project, and that collective energy is what ultimately leads to success.
Leadership isn’t about always having the answers; it’s about creating an environment where your team can thrive, grow, and bring their best ideas forward. That’s how we’ve managed to achieve what we have, even when the road wasn’t always easy.
Contact Info:
- Website: https://agaveluz.com/
- Instagram: https://www.instagram.com/agaveluztequila/
- Twitter: https://x.com/AgaveLuzTequila
Image Credits
Daniel Franco