Wisdom From The Women Leading the Wine & Spirits Industries, with Lizzy Lopez Of Tequila 1349

An interview with Kelly Reeves

Don’t always go with your first instinct, as it might just be an emotional reaction that is not accurate. I wish I could have told my younger self this. We are taught to believe that instinct is intuition, but it’s often a quick response fueled by adrenaline in reaction to the unknown. I’m a fan of taking chances. But before I do, I always measure risk and prepare an exit plan just in case.

Less than 20% of winemakers and distillers are women. Traditionally, women were excluded from these industries. This number is slowly rising as more women choose to study this profession and enter the wine and spirits fields. What is it like for those women who work in this male-dominated industry? What are some of the challenges that these women face? Is there hope for better representation, and better wages, for women in the wine and spirits industry? As a part of our series about women leading the wine and spirits industries, we had the pleasure of interviewing Lizzy Lopez, Founder and CEO of Tequila 1349.

Lizzy Lopez, a Chicago businesswoman and third-generation agave farmer in Mexico, is founder and CEO of Tequila 1349, a small-batch, additive-free, premium tequila made from 100% blue agave grown in Mexico. Lizzy formerly worked for a Chicago-area nonprofit, but after being given an acre of her family land in Arandas, Jalisco, she began growing agave and later created the tequila profile for Tequila 1349. Today she splits her time between Chicago, where Tequila 1349 is headquartered, and Mexico so she can be hands on in the growing and distilling process.

Thank you so much for doing this with us! Before we dive in, our readers would love to get to know you a bit. Can you tell us a bit about your origin story, and your childhood?

I was born and partially raised in Chicago. I spent the first 12 years here in the States and then another 10 years in Mexico, before moving back to Chicago after college. It was challenging at first going from one country to another, since English was my official language. I went to a private Catholic school where only 2 out of 10 students were Hispanic. We did, of course, speak Spanish in my home, but it was conversational Spanish. So when I got enrolled into school in Mexico, there were grammar and vocabulary barriers and so much to learn. Adapting to my scenic surroundings was also quite interesting. I went from traffic lights, highways and buildings to a small town with unpaved streets (at the time), zero road rules and lots of open farmland. I grew up with the best of two countries. I didn’t really fit in anywhere, and I can’t say I favored one over the other, as they both have built so much character in me and given me great learning experiences and memories.

I now live in Chicago and I love it. I enjoy the possibilities and options a big city has to offer, but I do miss small town living and my family. I’m the only one here. I come from a large family with many cousins, so privacy back home (in Mexico) was never possible. Everyone knows everyone’s business. Here in Chicago I get to re-invent myself every day and no one takes notice. I live a quiet, balanced life.

Can you tell us the “backstory” about what brought you to the wine and spirits industry?

Growing up around so much farmland, specifically with tons of agave crops (or as we call it — mezcal), it was obvious that this was either a traditional thing to do in Arandas or a very lucrative way of making money. Some people grow it and sell it and others produce tequila with it. In 2016, I was given the chance to enter the industry, when my father (also an agave farmer) gifted me a piece of land to start me up. He took after my grandfather, who also began his journey for investment reasons, being the first to plant blue weber in the Golden Triangle of Arandas, Jalisco. This area is world famous for producing some of the finest tequilas in Mexico, due to the nutrient-rich clay soil.

I began with growing 1,349 of my own blue weber agave plants. It’s all I was able to afford at the time. I initially did this as an investment, but then in 2020, I got the idea of getting into a recession-proof industry, post-pandemic. And I began to explore the making of my own tequila. In 2021, I secured funding and got an opportunity to partner with third-generation master distillers Aceves Spirits and established an LLC right after. I then began to look for the right distillery that would help me bring Tequila 1349 to life. In 2023, I officially launched our first profile, the Blanco, followed by the Christmas debut of our Reposado. Both are now available at Binny’s and in many bars and restaurants in the Chicago area, as well as in select Florida liquor shops and in 23 states online. As we finalize our third market in Texas, I can’t help but feel so pleased with the support and the positive reaction from consumers. I am beyond thrilled to bring such premium tequila for all to enjoy.

Can you share the most interesting story that happened to you since you began leading your company? Can you tell us what lesson you learned from that?

When I began looking for mentorship, someone offered me an introduction to someone else in the spirits industry who also started their own brand. I remember the excitement I felt that day going into this lunch meeting to gain insight from a person who had experience. I was ready with so many questions, yet I didn’t get to ask a single one. This person had an opening statement that started with his failure story, and he closed it out with reasons NOT to get into the business. I felt like I was sinking into a sand pit, I was instantly upset and could feel my eyes well up with tears. But I was committed to not showing emotion. I couldn’t understand why I was brought to this meeting, I felt undermined. And then just like that, I snapped out of it. I nodded with empathy and thanked him for his failure story, because what I took from it were notes that I mentally made of every scenario and mistake to avoid. Instead of discouraging me, it made me more determined to make this work.

It has been said that sometimes our mistakes can be our greatest teachers. Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?

This is funny yet I cringe every time I think about it. I was at one of my first meetings with a potential distributor. It was very early on, and I got excited to have the meeting and showed up unprepared. No pitch deck, no business plan, nothing. I was asked for my FOB. That’s a term used in pricing structure, referring to the delivery of a product, but I didn’t know its definition at the time, so I simply responded, “I left it back home.” The look on their faces told me that wasn’t the correct answer. Luckily my investor was there and created a diversion to buy me time. I quickly googled the term and saved face.

From that, I learned to be 110% prepared for every scenario. I immediately went home to do my research, hired a consultant the next week and got to work creating every spreadsheet and deck I needed for the future. I’m still learning the industry language, but now I’m never caught off guard. I’ve made it a point to learn until I become an expert.

None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story?

I don’t really have one particular person to be grateful for, as this company has been built by a collective group of collaborators. So many have contributed in various ways — from my investor who believed in this brand and funded it, to my father who instilled me with so much ambition and held me accountable to learn the process, to our distributor who pitched us to Binny’s on day one, to someone random who gave even the most minimal idea that later materialized.

One of my friends did blind tastings with me for days at a time, until I was able to identify each profile by its maker. Another good friend, a salon owner who is a mentor to me, got me out of a bind when I was doing my first-ever pouring event. Some allocated bottles had been rushed to me for the event and were missing part of my label. She was so quick to come up with a plan b that worked like a charm.

You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?

Adaptability, Integrity, Resilience. Adaptability has been key to ensure I can react quickly to any type of change. There is never a same day repeated in this line of work. I could plan accordingly for something and in an instant will need to pivot and adjust. Integrity is by far my most important trait. This business is cutthroat and so I always use my moral compass to navigate. Resilience is my survival tool. I need to be a dynamic person to face whatever environment I find myself in.

I also want to add empathy. Coming from the nonprofit sector, I am a big believer in empathy and in giving back. Since starting Tequila 1349, I have supported many charitable efforts by sponsoring events, volunteering, raising awareness and offering mentorship opportunities. I feel it is important to assist communities and support worthy causes and individuals. So many young entrepreneurs reach out to me for insight, and although I am learning myself how to navigate life every day, I am the first to offer my time and a good piece of advice. I remember what it was to be on the other side, and that is what drives me to give something back.

Are you working on any new or exciting projects now? How do you think that will help people?

A third Tequila 1349 expression is underway, the Añejo. This is currently aging in American oak barrels back in Arandas and will be finished in a surprise barrel, I will later announce. I am excited to do a twist on this, as I am attempting something for the first time, making this profile a highly anticipated one. An exclusive surprise collaboration will be revealed later this year, too. The Añejo should be available in the fall/winter of 2024. I am always looking for new ways to innovate in this industry. I want to stay true to the traditions that have shaped tequila as we know it, but I also want to employ modernized, sustainable practices. I want to help consumers understand and appreciate the agricultural aspect and the importance of using methods that are ecologically friendly and supportive of the local community.

Ok. Thank you for all that. Let’s now jump to the main core of our interview. Despite great progress that has been made we still have a lot more work to do to achieve gender parity in this industry. In Napa Valley, the percentage of lead women winemakers or winery owners is about 12%. Overall, men account for about 80% of winemakers and winery owners. In your opinion or experience, what 3 things can be done by a)individuals b)companies and/or c) society as a whole to support greater gender parity moving forward?

What has helped me, personally, is staying visible and relevant and not being afraid to be assertive and make noise. I dislike the word “no.” I can accept a “maybe” but never a solid “no.” I always seek a reason and an explanation, because the answers that are given can help me learn and move forward with purpose. This is how I determine where I need to improve, what I need to strengthen, what changes I must seek or what boundaries need to be pushed.

I think more companies should offer internal programs with educational opportunities that help women gain access to the industry. There has been a lot of progress and growth for sure. But resources are still lacking, and platforms are limited. Not every woman with an idea gets a fair shot at being heard. We have so much potential in not only selling a product but a story. We can help people connect to that story from a different angle.

Of course, we also need to see societal change. I have had the opportunity to bring a new brand to consumers and have been able to work to increase awareness and support of that brand. But it hasn’t always been easy to be seen and heard. And I know that there are those who support me initially because I’m a minority and they feel the need to check a box. But there are also many who authentically support me, and believe in me and the brand. They truly enjoy the product and see its potential. We need more of that kind of authentic support for and belief in women who have good ideas and are willing to work hard to bring them to life.

You are a “Wine and Spirits Insider”. If you had to advise someone about 5 non-intuitive things one should know to succeed in the wine and spirits industry, what would you say? Can you please give a story or an example for each?

1. Pick up on social cues. It is one thing to read the room, it’s another to act upon it. I naturally tend to walk into new situations with optimism, but sometimes social cues are not as apparent as they should be, as excitement and nerves take over. But if you feel a disconnect, trust it. Chances are, this means you have not found the right audience. So don’t waste your time. Time is money in this industry. Situational awareness is important for effective decision making.
2. Don’t always go with your first instinct, as it might just be an emotional reaction that is not accurate. I wish I could have told my younger self this. We are taught to believe that instinct is intuition, but it’s often a quick response fueled by adrenaline in reaction to the unknown. I’m a fan of taking chances. But before I do, I always measure risk and prepare an exit plan just in case.
3. If you have to think about it a third time, set it down. I don’t believe in over-thinking something. The second you have to weigh in too many pros and cons is the second you should consider aborting and moving on. I remember early on going back and forth for months on some artwork I thought would be implemented into the label. I had the graphic designer work on it a few times, and on the third revision, I realized I never liked it to begin with. I was trying to convince myself of something that wasn’t working, and it cost me time and money that I could have put elsewhere. If you’re really conflicted about something, get the perspective of someone else on the team who’s opinion you value, or move on from it.
4. Carefully choose your influences. Many people will come to you under the cover of helping you get ahead. Everyone knows a friend who has a friend who can get you this or that. It becomes overwhelming knowing where to give your attention and where to put your efforts. I’m an optimistic person by nature so I try to find a positive even when I feel something is not promising. But I have entertained too many dead-end leads in the past year. People will gravitate to you for many reasons. Be open minded, but grow your network with caution. Fill it with good influence, with people you can learn from, people who don’t look or sound like you. Those people may be your greatest assets.
5. Stay vigilant. It’s easy to think that intuitively we know what feels right and what doesn’t. But many times that inside knock becomes dormant, especially when we are busy or distracted. When this happens to me, I tend to get wrapped up in scenarios and situations that are not useful and can negatively affect the quality of my life (by causing stress or taking up precious time). You can be accessible but also guard yourself and your time.

Can you share 3 things that most excite you about the industry?

I love the rich history of tequila, the artistry and the hustle that is required to bring it to life. So one of the things that excites me most about the industry is that tequila is a dominating spirit in the market. It is a worldwide business that offers so much opportunity for growth and innovation.

In terms of innovation, I am also excited about the many opportunities we in the industry have for employing innovative, sustainable practices. Just like other industries, it is essential for us to be ecologically responsible whenever we can. I have made this a priority in my farming. For example, we support the long nose bats who are our pollinators by leaving 20% of the agave plants in the ground during harvest so they can have easy access to the nectar. I am excited about the possibilities for innovation like this. I spend a lot of time in Mexico so I can be hands on in finding and applying ecologically friendly methods.

I am also excited about the very important role of consumer preferences and the multitude of opportunities to learn about those preferences and connect with our customers. I don’t want my tequila to be a seasonal trend. I want it to become a choice, a preference, a favorite. That’s why I stay informed of market changes, and also actively seek opportunities to engage with consumers, through tastings, seminars, hosting events and more. Every chance I get, I take advantage of the chance to get in front of current and potential customers.

Can you share 3 things that most concern you about the industry? if you had the ability to implement 3 ways to reform or improve the industry, what would you suggest?

Demand, celebrity brands and mass production. The overflow of brands concerns me in terms of staying visible and ahead of competition. There are also a lot of market trends with celebrity-backed brands that can diminish the artistry and craft that goes into the Mexican spirit. So many big brands are coming into the market and mass producing low-quality tequila filled with additives. Plants that were harvested too soon by revving up their growth with chemicals are being used. All of these techniques are cost effective and cheap in practice but undermine the authentic tequila making process.

In my line of work, I would suggest that the CRT (Mexican regulatory council) consider reversing the allowed growth cycle for harvesting. Before, an agave plant needed to meet a minimum of seven years before you could cook. Due to demand, they have changed that to four years. I also think that distilleries should test and record a chemical analysis and have that publicly available on their NOM site.

Having more access to resourceful strategic sales firms is something I’m currently looking for. I think we are coming on the age of independent brokers, who work like private agents who can get a product in front of all buyers. Not just for retailers or businesses, but in new markets. There are not a lot of brokerage firms that offer this, so as producers we rely heavily on ambassadors that represent other brands or put the responsibility on our distributor.

Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?

“There is only one big risk you should avoid at all costs, and that’s the risk of doing nothing.” I’ve always feared the “what if.” I’ve never wanted to question what could have been. That feeling chews me up. I would rather try and fail than not try at all and wonder for the rest of my life if I might have succeeded.

You are a person of great influence. If you could inspire a movement that would bring the most amount of good to the greatest amount of people, what would that be? You never know what your idea can trigger. :-)

This is the hardest question by far! I advocate for many causes across the board, but if I had to pick one area where I would want to inspire a movement, it would be HOPE. I think hope is lacking in our world today, and I’d like to see it make a comeback because I believe it is absolutely essential to success. Having a hopeful and intentional mindset can help us manage stress, anxiety and adversity and promote overall well-being. I believe that we can attract the things we set our intentions to, but we can only do this in a positive way if we have hope. Hope can also boost our confidence and help us influence others. This is especially important to me. I want to foster an environment of creativity and productivity and inspire other women to meet their goals. When women have hope and support each other, we can execute ideas that can be game changers for the world.

Thank you so much for the time you spent with this. We wish you only continued success!