Listen to Albert tell how he and three friends decided to start a tequila company, not just your run-of-the-mill tequila but a high-quality sipping tequila.
They took a unique approach, inviting the consumers to determine which of their 28+ flavor profiles would be the one they took to market. This inclusive strategy not only gave the consumers a voice but also made them feel a part of the tequila creation process.
After many gatherings with friends, family, and the community, they narrowed it down to 4 specific flavors, packaged them up in a sampler and tasting box, and sold them online with one request: after you try all of them, go to their website and complete the survey.
From these results, the consumers' voices were heard loudly and clearly, as one of the four tequilas was crowned Tequila de la Gente (the Tequila of the People). This decision was a testament to the integral role the consumers played in shaping the tequila company's future.

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