“Restoring respect for tequila, out of love for Mexico”

It’s been 14 years since I began this journey. In 2009, I founded Casa Santanera with my former partner, Fernando Toscano. Our mission was clear: “Restore respect for tequila, out of love for Mexico.” What truly motivated me was the respect for the land and for mezcal that my mother instilled in me. (While outsiders call the plant agave, we know it as mezcal here in the region.) Tequila is Mexico; its soul is mezcal.

After six years of preparation, we finally launched our first batches in 2015, under the name “Prueba de Autor,” in three expressions: blanco, reposado, and añejo. From the very start, we went against the grain. Our recipe was never driven by cost, as most tequila brands do. Instead, we focused on perfecting every process with the best of our abilities, regardless of the final cost. This led us to create a unique tequila, albeit an expensive one, at a time when most tequilas were priced similarly. This presented the first challenge of the project: how to sell an unknown tequila at such a high price when the consumer rarely switches brands unless there’s a massive marketing campaign behind it. On top of that, the big brands were spending huge amounts of money securing exclusives in bars and restaurants to dominate the market, effectively shutting out competition and preventing new players from entering.

 

“Casa Santanera participates in the luxury market, not out of aspiration or pretension, but because the luxury market allows us to work without cost restrictions, enabling us to focus on what matters: creating the best tequilas we can.”

 

Note: First bottling of Tequila Santanera on October 16, 2015.

 

2016: The Year Everything Changed

I could define this year as one of the most challenging of my life, both personally and professionally. It was the year Fernando and I decided to dissolve our partnership. From the beginning, we had agreed on our roles: he would be the investor, and I would handle the industrial side of things. This split meant restarting the project, but without any resources or financial backing—leading to one of the most stressful years of my life.

 

 

Master Mind of Santanera

By 2017, operating solo, I realized the importance of having a partner to avoid complacency and, more importantly, to balance the disciplines and areas where I lacked expertise. I asked myself: why just one partner? Why not surround myself with the most talented people I could find in areas like finance, law, intellectual property, business management, marketing, PR, architecture, design, accounting, and administration? Today, on June 27, 2024, seven years later, I can confidently say that they’re not just professionals or successful entrepreneurs—they are incredible human beings who have become my closest friends, truly family. Without their support, this project wouldn’t be what it is today. I am endlessly grateful for their trust and the immense value they’ve brought to this dream of creating the best tequila in history.

 

The Green House of Mexico

In April 2022, after a long search, we finally found the right place to build the headquarters that will serve as our homage to Mexico. Guided by the principle of sustainability, we’re already applying regenerative organic agriculture in the fields, and now it’s time to close the loop and incorporate sustainability into our operational processes. The architectural project, led by Architect Rodrigo Jiménez (Jordy), was inspired by respect for the environment and integrates gravity-based processes, solar energy, geothermal energy, and rainwater systems for production and services, among other things.

The opening is scheduled for mid-2025. It will be a unique experience for visitors, a true tribute to our culture and our tequila, with more than 35 emotional touchpoints designed to create a transformative experience worthy of Mexico.

 

 

 

Our Green Manifesto: Mindfulness, Sustainability, and Respect for Time

At Casa Santanera, our mission goes beyond producing organic tequila. We’ve cultivated a culture that respects time, promotes overall well-being, connects with nature, and recognizes the value of each collaborator as an essential part of our production chain.

Core Principles of Our Green and Balanced Culture

1. Respecting Time in All Its Forms
   • We respect the time needed for the agave to mature and for ideas and processes to bear their best fruits.
   • We also respect the time of our people—our collaborators, clients, and partners. Every second should be valued and used purposefully.
2. Autonomy and Responsibility
   • At Casa Santanera, we trust that each collaborator knows their role and understands their importance in our operation.
   • We oppose micromanagement and foster a culture of trust, where teams have the freedom to make informed decisions and meet their goals.
   • We value urgency when necessary, but always within a framework of respect and conscious planning.
   • We take responsibility for our actions. If we make a mistake, we don’t justify it or pass the blame—we face it, learn from it, and take swift action to correct it.
3. Body, Mind, and Integral Well-being
   • We encourage personal balance through practices like meditation, healthy eating, and activities that connect our team to nature.
   • We offer workshops and programs that enhance both personal skills and mental and emotional health.
4. Healthy Eating and Organic Garden
   • We have our own garden where we grow organic foods such as tomatoes, garlic, chiltepín, and more, free of pesticides.
   • These products are distributed among our team members, reinforcing our commitment to health and sustainability.
   • We educate our workforce on the importance of conscious eating as part of their integral well-being.
5. Sustainability and Environmental Responsibility
   • Our actions respect the planet and its resources: from recycling and sustainable production to environmental education.
   • Our garden and agricultural practices are a tangible example of our commitment to the environment.
6. Clear Communication and Drama-Free Environment

• Our “zero drama” policy fosters a healthy work environment based on respect, collaboration, and problem-solving.
• We prioritize transparent communication that builds trust and strengthens our sense of community.

Key Initiatives at Casa Santanera

Autonomy and Responsible Leadership

• • Every collaborator understands their importance in our value chain, knowing their work directly impacts the quality of the tequila and the sustainability of our operations.
  • We promote independence in decision-making, combined with the responsibility and commitment needed to meet our collective goals.

Our Organic Garden

• • This space not only connects us to the land but also provides fresh, organic food for our team, strengthening our commitment to well-being.
  • We hold educational activities in the garden, teaching sustainable practices that can be applied at home by our collaborators.

Promoting Integral Well-being

• • We facilitate meditation sessions and mindfulness practices to help our teams manage stress and find balance.
  • We offer outdoor activities, including therapies with horses and nature-based experiences, to build emotional resilience and promote mental health.

Respect and Efficiency in the Workplace

• • We’ve created an environment where teams understand the importance of urgency, balanced with quality and respect for everyone’s time.
  • We encourage punctuality, efficiency, and commitment, recognizing that every minute counts toward our collective growth.

 

The Green and Responsible Manifesto of Casa Santanera

1. We respect time in all its forms. We value the time needed for natural processes, conscious decisions, and each individual’s work.
2. We trust our people. We recognize each collaborator’s ability to lead from their role and be a fundamental part of our value chain.
3. We cultivate body, mind, and land. We promote practices that nourish well-being and strengthen our connection to nature.
4. We feed our community with purpose. Our organic garden reflects our commitment to health, sustainability, and the well-being of all.
5. We are sustainable in every decision. From tequila production to resource management, we always strive to protect the planet and our people.
6. We create a drama-free environment. Our culture prioritizes empathy, clear communication, and collaboration as the foundation for a harmonious work environment.

Casa Santanera: Where Respect and Well-being Meet

At Casa Santanera, we’ve built a culture that honors time, fosters well-being, and recognizes the importance of each collaborator in our mission. Together, we produce a tequila that reflects not only quality but also our commitment to a more balanced, sustainable, and human future.

 

 

Written by: Pablo Lara.

Last updated: January 9, 2025.