In 2002, I entered the tequila industry by bringing a family brand, Hacienda De Oro, to the US from my cousin David Partida's distillery. A few years later, I sought out an investor and was introduced to consumer marketer Gary Shansby. Together, we founded a new tequila brand, Partida Tequila, which utilized the same distillery but with a more elevated approach. At the time, the industry was still in its wild west phase, with few people discussing sipping tequila and premium brands like Patron only just beginning to emerge.

Despite the skeptics, I was determined to educate our customers, buyers, and consumers about the finer points of enjoying tequila. I hosted our first Tequila Dinner, teaching guests about the benefits of sipping tequila like a fine wine and highlighting the unique aromas and flavors of this distinctive spirit. Through my efforts, I like to think that I played a part in shifting the conversation around tequila and elevating its status as a premium spirit with a rich cultural heritage and distinct Denomination of Origin.

After the sale of Partida Tequila to Lucas Bols in 2022, I continued to pursue my passion for tequila and studied under Adam Fodor, founder of the International Tequila Academy (ITA). As a result of this training, I became a Tequila Sommelier, Vice President of the ITA, and lead educator with a focus on tequila's sensorial elements.

My mission with The Mayahuel is to spark a Tequila Sommelier movement in the US and see the day when it is commonplace to walk into a tequila venue and be taken on a journey of tequila's unique and complex flavors. My aim is to share my knowledge and passion for tequila with others, allowing them to experience this rich cultural heritage and discover the nuances and complexities of tequila on their palate. Join me on this journey and let's raise the profile of tequila to the status it deserves.