Forbes - Redefining Tequila: The Women Crafting Mijenta's Success
The speaker shares their extensive experience in the hospitality industry, starting from working in their grandparents' bakery to becoming a brand ambassador. They highlight the significance of building community and authentic relationships in their role. The speaker is passionate about Mienda, a no-additive tequila brand, which allows them to bring people together and share the brand's story. They emphasize the unique qualities of Mienda's products, such as the Blanco and Reposado tequilas, which showcase the natural flavors of agave and the terroir. The speaker appreciates the brand's commitment to sustainability and innovation, such as using spent agave fibers for packaging. They also discuss the importance of inclusivity in the tequila industry, encouraging people to explore different ways of enjoying tequila without strict rules. The speaker values the opportunity to work with a dedicated team at Mienda, which shares a common vision and ethos, focusing on education, community, and fun.
Key Points:
- Brand ambassadorship is about community building and authentic relationships.
- Mienda tequila is no-additive, highlighting natural agave flavors and terroir.
- Sustainability is emphasized through innovative packaging using agave fibers.
- Inclusivity in tequila consumption is encouraged, with no strict rules on how to enjoy it.
- Working with a dedicated team sharing a common vision enhances brand advocacy.
Details:
1. 🌟 From Bakery Roots to Brand Ambassador
- The speaker has 19 years of experience in the industry, starting from working in a family bakery at age 9.
- The bakery played a vital role in the community by staying open during hurricanes using generators, demonstrating a commitment to hospitality.
- The speaker transitioned to a brand ambassador role after being recognized for their suitability during a chance encounter at a bar in New York.
2. 🤝 Building a Brand Community and Authentic Relationships
- Brand ambassadors are pivotal in expanding a brand community by engaging authentically rather than focusing solely on events and activations.
- The objective is to grow the community by creating a bigger table, inviting more people, and fostering inclusivity.
- Miint, inspired by 'miente', is highlighted as a platform that effectively facilitates community engagement and integration.
- Storytelling is a key aspect, enabling ambassadors to share the brand's narrative and incorporate a wider audience into this story.
3. 🌿 Mijenta Tequila's Authentic Crafting Process
- Mijenta Tequila, crafted by Ana Maria Roma, emphasizes creating a unique, beautiful product that excites consumers while maintaining authenticity through a no-additive approach.
- The distillery employs a community-focused approach, with women actively participating in diverse roles, from bottling to management, enhancing gender inclusivity.
- Sustainability is integral to Mijenta, utilizing spent agave fibers to produce eco-friendly packaging materials, such as labels and boxes, showcasing their innovative and environmentally conscious practices.
4. 🍃 The Unique Flavors of Mijenta Tequilas
- Mijenta Blanco Tequila is celebrated for its no-additive composition, allowing consumers to experience the natural taste of agave and the terroir, including soil minerality.
- Mijenta Reposado Tequila is aged between six to eight months, with aging duration adjusted based on climate conditions to ensure the perfect flavor profile, demonstrating a commitment to quality over speed.
- The aging process for Mijenta Reposado involves a mix of new and used French and White Oak barrels, as well as barrels from Asia typically used in wine production, adding depth and complexity to the flavor.
- The tequilas retain a core flavor profile characterized by terroir, vegetal notes, minerality, and a hint of salinity, showcasing the intricate balance of complex flavors developed during the aging process.
5. 🍷 Embracing Tequila Diversity and Breaking Boundaries
- The introduction of a new type of tequila, 'ano', showcased its unique agave flavor and complex depth by using a fourth barrel, cherry, which adds layers of distinct taste.
- 'Chrystalino' tequila was developed to offer the complexity of aged tequila while maintaining the appearance of Blanco, appealing to those who prefer Blanco's aesthetic.
- The speaker encourages breaking traditional consumption norms by introducing tequila to whiskey drinkers through familiar cocktails like an Old Fashioned, thereby expanding the consumer base.
- The strategy focuses on eliminating boundaries in tequila consumption, offering diverse and approachable options to welcome more consumers.
6. 🏆 Achievements and Teamwork: Driving Success in Spirits
- The Tales of the Cocktail event has been pivotal, providing networking opportunities that have changed career trajectories in the spirits industry.
- Being nominated at the Spirited Awards by respected industry peers is a significant honor, highlighting the importance of recognition in one's career.
- Using platforms like Meenta enables individuals to pursue their passions and gain recognition for their work.
- The brand focuses on a 360-degree approach encompassing education, community, and fun, with a strong emphasis on teamwork and shared goals.
- The team supporting the brand is described as hardworking, visionary, and striving towards common objectives, emphasizing the importance of a supportive and aligned team.
- The brand prides itself on producing a no-additive, female-made tequila, highlighting its unique ethos and commitment to authenticity.
- Advocacy is conducted in ways that are sincere and honest to the communities served, reinforcing the brand's dedication to genuine engagement.