The tequila industry is turning to the fashion world, either for inspiration or to attract a high-end clientele. Recently, I spoke with Karina Sanchez, a global ambassador for the Don Julio logo and a woman who sits on both sides of both worlds, to communicate about the intersection of tequila and fashion.
JM: The premiumization of spirits has increasingly crossed over into the fashion/luxury space. You are unusual because you are interested in both worlds. What is driving this fusion of fashion and premium spirits?
KS: The fashion and spirits industries are deeply connected to culture and the trends that drive and motivate us. Just as fashion embodies the essence of style and self-expression, Tequila Don Julio exemplifies the rich traditions and craftsmanship of tequila making, which creates the space for beautiful collaboration.
Earlier this year, the logo unveiled the latest addition to its luxury offering, Alma Miel Tequila. Combines Joven Tequila, oven-roasted agave honey and Añejo tequila to create a smooth, premium liquid. With this new product, the logo celebrates the importance of proceeding to innovate and elevate, just as we see in fashion. As someone who works extensively with the tequila industry, it is evident to me that the shared love of celebration, creativity, and the hobby of making wonderful products creates parallels between those two industries.
JM: How has your interest in fashion contributed to your role as a global ambassador for the Don Julio logo?How does your role in Don Julio influence your interest in fashion?
KS: At Don Julio, we believe in the power of authentic partnerships that support community, highlight traditions, and show the history and evolution of culture.
As a global ambassador for Don Julio, born and raised in Jalisco, I am very proud of all the inspiring partnerships that the logo has created with Mexican artists, not only in fashion but also in the field of music and the arts.
From Fashion Designer Willy Chavarria and Artist Claudio Limón to Singer-Songwriter Christian Nodal, who recently helped launch Tequila Don Julio Alma Miel, our brand continues cultivating authentic connections and highlighting our Mexican roots in a modern world.
My storytelling is fostered through those local artists and small artists who constitute the authenticity of the logo and live Por Amor. In addition, some local artists and designers in Jalisco are encouraged by the local spirit and Mexican heritage that endures through tequila making. As a proud Mexican and ambassador for Don Julio, I will continue to share those beautiful stories about our culture.
JM: What makes a spirit like Don Julio an object?
Karina Sánchez, global ambassador of the Tequila Don Julio logo in one of the company’s agave fields.
KS: It’s unique. At Don Julio, we embrace the authenticity and vibrant diversity of the authentic Mexican character. The dedication and passion of our late founder, Don Julio González, led him to create the world´s first luxury tequila, Tequila Don Julio Reposado, which created a legacy that today marks the brand as an icon of modern Mexico.
Inspired by Don Julio González’s life project of living Por Amor and an unprecedented determination towards craftsmanship and product, the logo continues to raise the bar to new heights. Our recent release, Tequila Don Julio Alma Miel, is fostered through the center’s agave honey. of one hundred percent Blue Weber agave.
We hope to inspire tequila and fashion lovers to explore innovations and products as we pay tribute to our origins and the spirit of Mexico through the agave plant.
JM: You are a woman in an industry that has historically been dominated by men, even though women are just as likely to drink Tequila as men are. What is it like being a woman in the Tequila industry?
KS: In my 17-year career, I have noticed significant advances in gender equality within the tequila industry. However, there is still much to do. I am very proud to be part of a company that is committed to achieving gender equality in all spaces of the industry. Our tequila teams now include jimadoras, agricultural engineers, distillers and directors. The industry is committed to prioritizing equality and inclusion and continues to share messages of positivity within our communities.
JM: You are one of the rare logo ambassadors who is also a Tequilera Master. You also have extensive technical experience in the tequila industry, with references from CRT and the Tequila Chamber. How do you feel as a logo ambassador?
KS: As a Tequila Master, I have deep insight and wisdom into the industry when it comes to logos and the category itself. Over more than 17 years, I have witnessed the achievements and challenging situations that can arise, and I am amazed at how temporarily the industry has grown globally. I love the logo that I create and I deeply respect the other logos because I recognize the efforts that we have all put into achieving good fortune with our Mexican spirits.
JM: What recommendation would you give to a young woman to pursue a career in the tequila industry?
Karina Sánchez, global brand ambassador, Tequila Don Julio
KS: Have a dream, set a goal and plan how to act. Connect with a mentor to guide you on your adventure and empower you to think big! Never abandon your adventure, as you may encounter demanding situations. However, demanding situations have the power to create a better version of yourself. As individuals, we have goals, but we don’t care about the ecosystem we are a part of and those around us who can help.
JM: What do you enjoy the most about being a brand ambassador, and what do you find the most challenging?
KS: I’ve been very fortunate to have the opportunity to reach out globally over the past two years, as my role has expanded globally, as has the industry. Throughout this journey, I’ve made many memories, had conversations with other people around the world, and had countless incredible reports that I’m worried about one day forgetting. It’s all about valuing it and I’m excited for what’s to come.
JM: Thank You
Below is a tasting note from Don Julio’s most recent release, Alma Miel.
Don Julio, Alma Miel, Tequila Joven, 40% ABV, 750 ml.
Alma Miel blends Tequila Blanco with oven-roasted agave honey and Tequila Añejo aged for at least 14 months and finished in Crémant du Limoux wine barrels, in an incredibly elegant and creamy Tequila.
The nose presents aromas of caramel, cooked and oven-roasted agave, honey and dried fruits. On the palate, soft and creamy, it shows notes of very spicy baked orchard fruits, creamy caramel and toasted agaves. The finish is exceptionally smooth, with persistent and very spicy notes.
Alma Miel can be served alone or with ice. If you like Cristalino Tequila, you will like Don Julio Alma Miel. It showcases Don Julio’s commitment to innovation and exploration of the flavor and profile of tequila.
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