09/07/2025 Now expanding internationally with purpose and patience
Tequila Don Nacho’s Tributo Reposado has been named Tequila of the Year at the 2025 Bartender Spirits Awards. The win highlights the company’s commitment to producing tequila using traditional, artisanal methods and high-quality agave from the highlands of Jalisco. As Don Nacho builds its presence in the U.S. and other international markets, Erika Morones, who oversees international development, shares the company’s current footprint, its marketing strategies, and how they plan to use this award to reach more consumers around the world.
Could you provide details on your current distribution network, particularly in the U.S.? Which retail chains and restaurants carry your products? How do you plan to expand into new markets?
- Rhode Island
- Connecticut
- New Hampshire
- Illinois
- Florida
- California
We are actively seeking to expand and grow our presence both across additional U.S. states and internationally. Our placement in retail and restaurants is still in progress.
What initiatives do you have in place to assist importers and distributors in promoting and selling your tequila?
We conduct strategic brand awareness campaigns across digital and in-person platforms to support promotion and drive sales.
Can you share some of the marketing campaigns or activities you've undertaken to raise brand awareness?
One of our key campaigns is "Who is Don Nacho?"—an initiative that shares the story, heritage, and purpose behind our brand and company, connecting audiences to our origins.
Image: Ignacio Hernandez Gutierrez, known as Don Nacho, heads the family-owned company.
What sets Don Nacho Tributo Reposado apart from other tequilas in the market? Are there unique aspects of its production or flavor profile that you highlight?
Don Nacho Tributo Reposado is unique in both image and flavor. It preserves an artisanal process with handcrafted labeling and a refined, traditional production approach. Our process to produce the most clear and exquisite Tequila is to use 11-13 KG of agave to produce 1 Liter of Tequila. Yes. We use only the finest agaves from the Highlands of Jalisco and maintain a 100% artisanal and natural process, free from chemicals and artificial additives. This preserves the natural essence imparted by both the agave and the oak barrels used in aging. (I am attaching the technical information of our product, Tributo Reposado.
What sustainable practices have you implemented in your production process? How do you ensure environmental responsibility in your operations?
We reuse agave fibers for composting, enriching the soil in our agave fields, and promoting sustainable agriculture.
Image: (Left) Don Nacho grows the highest quality of agave in Mexico. (Right) The aging process in oak barrels is crucial to giving their tequila its distinctive character and softening its flavors.
How do you plan to utilize your recent award from the 2025 Bartender Spirits Awards in your marketing and branding efforts?
Through participation in major industry events and by seeking strategic business partnerships that align with our brand values and growth objectives.
Conclusion
Winning at the 2025 Bartender Spirits Awards is a major milestone for Tequila Don Nacho. It reflects the values behind Tributo Reposado—careful production, natural ingredients, and respect for the process. The company is focused on growing in a way that supports its long-term goals: building strong partnerships, expanding into new markets, and staying true to the identity that defines the brand. With plans underway to connect with more consumers and trade partners, Don Nacho is positioning itself for steady, purposeful growth.
In conversation with Malvika Patel, Editor and VP, Beverage Trade Network
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2025 Registrations are now closed