Forbes - How Melly Barajas Built One Of Mexico's First Female-Owned Tequila Companies
The narrative follows a woman who initially worked as a fashion designer and educator before venturing into the tequila industry. Inspired by her father's wish to have a tequila named after him, she embarked on a journey to create her own tequila brand. Despite facing a male-dominated industry and numerous challenges, she persevered by learning the craft, acquiring land, and eventually establishing her own tequila factory. Her company, Leyendas de México, emphasizes quality and tradition, producing tequila without chemicals, and has grown significantly, especially after the pandemic. The company is unique for its all-female workforce, which includes local women who were trained to produce tequila. This empowerment of women is a core value of the brand, which aims to deliver a piece of Mexican culture through its products. The brand has expanded its production significantly, now producing around 20,000 liters daily, and has gained recognition for its quality and authenticity.
Key Points:
- Transitioned from fashion design to tequila production inspired by her father's dream.
- Faced challenges in a male-dominated industry but persevered to establish her own factory.
- Empowered local women by creating an all-female workforce to produce tequila.
- Focused on producing high-quality, chemical-free tequila that reflects Mexican culture.
- Significant growth post-pandemic, now producing 20,000 liters daily, emphasizing quality and tradition.
Details:
1. 🎨 From Fashion to Tequila: A Journey Begins
- The founder, originally a fashion designer and educator, transitioned to starting a tequila company, showcasing a significant career shift marked by adaptability and vision.
- The idea to create a tequila brand was inspired by time spent in the Sierra de Jalisco and a personal desire to have a tequila brand named after themselves, illustrating the influence of location and personal aspirations.
- A pivotal moment came from reading a magazine article on Europe's recognition of tequila's denomination of origin, highlighting the importance of market awareness and timing in entrepreneurial ventures.
- This transition underscores the value of seizing opportunities and the potential impact of geographical and cultural influences on business ideas, emphasizing the strategic move from fashion to the beverage industry.
2. 🍹 Pursuing a Dream: Overcoming Challenges
- Transitioning from a diverse career to focusing solely on tequila production required sacrificing other ventures such as a clothing factory and teaching classes.
- Entering the tequila industry involved extensive research and networking with well-known Tequileros, highlighting the necessity of industry connections.
- Initial production was limited and expanding required significant investments, including purchasing land and constructing a warehouse.
- The pursuit of establishing a tequila business led to a complete financial commitment, with all available funds being invested in the venture.
- The venture faced gender-specific challenges, as the tequila industry was predominantly male-dominated with few women involved in production or industry meetings.
- Despite these challenges, a tequila factory was eventually established, although the founder's father, who inspired the venture, passed away before seeing its success.
- Personal growth was evident in overcoming gender-specific challenges, fostering resilience and determination.
- The journey emphasized the importance of industry connections and financial commitment in establishing a successful enterprise.
- Emotional resilience was critical in navigating personal loss and industry challenges, ultimately leading to the fulfillment of a dream.
3. 👩👧👦 Empowering Women: Building a Family Business
- The business began with skepticism about its viability but achieved success through persistence over the years, demonstrating resilience and strategic planning.
- Tequila production was chosen not only as a business venture but as a means to share Mexican culture globally, highlighting the cultural mission behind the enterprise.
- Initially established in a small village in Los Altos de Jalisco, the business exclusively hired female employees, including mothers and grandmothers, which was both a strategic decision and a social initiative.
- The choice to employ only women, despite initial skepticism, fostered a supportive and empowering work environment, showcasing the business's commitment to women's empowerment.
- With 25 years of history, the business exemplifies long-term stability and success, proving its strategic and cultural impact.
- The enterprise has created jobs and responsibilities for local families, significantly enhancing community welfare and economic stability.
- Specific challenges included overcoming societal biases and building a market for the product, which were addressed through community engagement and quality focus.
4. 🏭 Taking Control: Establishing Independence in Production
- The need for production independence became evident after repeated delivery delays from third-party manufacturers, which threatened customer satisfaction and business reliability.
- The initial step towards independence involved leveraging existing resources, such as a single mill, and hiring a dedicated employee willing to work extended hours to meet production demands.
- Motivation was driven by personal goals, particularly the desire to honor the speaker's father through tequila production, prompting them to acquire new skills in the industry despite their initial lack of expertise.
- Over a 5-year period, production capabilities were incrementally developed, starting with minimal equipment and gradually expanding, demonstrating a strategic approach to resource allocation and skill acquisition.
- Challenges included limited resources and knowledge gaps, which were addressed through persistent learning and strategic resource management.
5. 🚀 Breaking Barriers: Persistence in a Male-Dominated Industry
- The speaker faced significant challenges entering a male-dominated industry, where lineage and family history played a major role in acceptance, particularly in the tequila business.
- Young women entering this field often faced skepticism and were not taken seriously, experiencing dismissive treatment such as being left waiting for long periods.
- Despite discouragement, the speaker used these challenges as motivation, leveraging persistence to uncover accurate information and navigate bureaucratic hurdles.
- Support eventually came from some industry members after they recognized the speaker's perseverance and commitment over two years.
- Building a quality product was essential due to being under intense scrutiny, driving the speaker to ensure excellence in tequila production.
- The workforce eventually comprised primarily of women, not by design but due to local demographic shifts, with many men seeking opportunities elsewhere, leaving women as the primary workforce.
- The speaker found empowerment and motivation in the belief of these women, strengthening her resolve to succeed not only for herself but for them as well.
- This narrative illustrates the broader issue of women needing to work harder to prove their capabilities in male-dominated spaces.
6. 🌟 Legends of Mexico: Creating a Brand with a Story
- The brand was inspired by the empowering energy and support of women, which was crucial to overcoming challenges and moving forward.
- The concept of 'Legends of Mexico' was developed to create a tequila that represents and tells the story of Mexico, inspired by the country's beautiful legends.
- The storytelling aspect was designed to transform the tequila into an experience that conveys culture and history, rather than just an alcoholic beverage.
- Specific legends from Mexican culture are integrated into the brand's narrative, providing a unique and culturally rich experience.
- The brand's marketing and product design reflect the storytelling theme, ensuring that each bottle conveys a piece of Mexican heritage.