WHAT IS A MAESTRO TEQUILERO? 

A Maestro Tequilero or Maestra Tequilera can be thought of as a sommelier — a studied master of craft, certified by the Consejo Regulador del Tequila (CRT), or Tequila Regulatory Council, which governs the production of Tequila. The role of a Maestro Tequilero is to develop a custom spirit for each distillery that meets the needs of each client while adhering to the standards of the CRT.  

To be honored the title of a Certified Maestro Tequilero or Maestra Tequilera reflects a deep knowledge, passion, and commitment to this great Mexican spirit of Jalisco. 

ABOUT JUAN CARLOS VERA 

Maestro Tequilero of CASA J, Juan Carlos Vera, has been working in the tequila industry for more than two decades. On his passion and commitment for the craft:

"Tequila is the blood that flows through my veins." 

Our CEO & Founder, Sofía Paloma Juárez, who first met Juan Carlos in 2018 through a warm industry introduction in Jalisco, spoke with Juan Carlos about his approach to crafting an excellent tequila and what excites him most about CASA J.

PASSION FOR SPIRIT & INDUSTRY  

SOFÍA: How did you fall in love with tequila?

JUAN CARLOS: In 1990, I was fortunate enough to join Seagrams. On several occasions, I visited their distilleries in Scotland and France. Undoubtedly, all the brands we carried enjoyed a significant global presence. Being in the distilleries and cellars, seeing how an industrial process transforms into a sensory experience, was incredibly impressive and exciting for me. It was precisely at that moment that I fell in love with the processes. After that, I was fortunate enough to continue working in the alcoholic beverage industry, specifically with tequila, and I decided not to focus solely on sales, as I had at Seagrams, but to delve deeper and become certified in the manufacturing processes. This has been the most important decision of my professional life. Today, the market recognizes me as a Commercial Director with the credentials to develop distribution channels, sales teams, and build and position brands in different markets. I'm also capable of designing and developing tequila profiles with diverse expressions, from the agave fields to the aging process. Throughout this journey, I've had the opportunity to be hired to design new profiles or redesign existing ones.

HIS CORE PHILOSOPHY

SOFÍA: What is your philosophy behind crafting a great tequila?

JUAN CARLOS: A very simple philosophy, but difficult to fulfill in many cases.

"LET TEQUILA NEVER STOP BEING AGAVE." 

ON DREAMING BIG 

SOFÍA: What’s your first or favorite memory of tequila?

JUAN CARLOS: Coming from the world of whiskeys and cognacs, I wondered, why those products have such a large market, recognition, and market position, and tequila doesn't. So I decided to propose to a company where I worked that we develop a tequila concept that didn't exist in the market. I can't mention the brand in writing for confidentiality reasons — the only thing I can tell you is that the Cuervo company wanted to buy the concept. That's how far the impact reached.

SOFÍA: Who else in the industry do you admire? 

JUAN CARLOS: Without mentioning specific names, I admire the people and companies committed to developing exceptional profiles that contribute to continuing to win over markets globally.

DISRUPTING THE STATUS QUO 

SOFÍA: What would you say sets you apart from other Maestro Tequileros?

JUAN CARLOS: Having worked at Seagrams, I consider it like having been in heaven; so, for me, heaven does exist. That's why I like to dream, to be disruptive, daring, all geared towards reaching heaven from the perspective of profile development...visualizing, thinking, doing what no one believes can be achieved.

" I like to dream, to be disruptive, to be daring."

ON CRAFTING A GREAT TEQUILA

SOFÍA: What makes CASA J special to you?

JUAN CARLOS: Its strong personality and versatility, adapting to different forms and consumption practices without losing the presence of the raw material — the agave. It's a great tequila, for a great palette. 

“Un gran tequila; para un gran paladar”

SOFÍA: What's your favorite food pairing with CASA J? 

JUAN CARLOS: Without a doubt, my best suggestion for enjoying CASA J is neat, in a flute or tulip glass, at no more than 18°C. As for pairings, it would be with a grilled steak, and in terms of cocktails, I love it prepared with dehydrated citrus fruits and accompanied by rosemary or mint, which highlights the freshness and citrus notes of a great tequila blanco.