Silvia Martínez Pérez
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Editor’s Note: Our representative in Mexico City, Alfredo Espinola, had the pleasure of talking to Silvia Martínez Pérez, co-founder of Casa Pochteca, and current president of the Women of Tequila Association. She received an award for her professional and business career and leadership at the 31st edition of the Forjadores de México Awards in Jalisco, held in 2023. She shared with us her journey through the world of tequila, a story characterized by effort, vision, and success in an industry that is slowly beginning to recognize the strength of women.
How did you get started in the tequila industry?
I started in 2004, when I began working as a teacher at the Tequila Technology Institute, teaching chemistry, physics, and research methodology. At the same time, I joined the quality control department at the La Tequileña factory, where I had my first contact with the tequila production process and developed an interest in learning more about the industry, since “tequila is also made with a woman's touch.”
What motivated you to start your own tequila project?
I have always had a desire to grow and develop professionally. My experience in quality control and the knowledge I acquired in teaching motivated me, and together with my husband, Jorge Martínez Cano, we created our own company, Casa Pochteca S.A. de C.V., a 100% Mexican family business dedicated to the production of liqueurs, creams, and tequilas.
Why did you choose the name “Pochteca”?
The name refers to the elite merchants of the Aztec Empire. The Pochtecas were experts in long-distance trade and tax collection; in some cases, they even acted as spies, which is why we identify with that strategic vision and entrepreneurial spirit.
How did Casa Pochteca get started?
The beginnings were not easy. We started out making and selling tequila liqueurs and creams with flavors such as blackberry, coconut, tamarind, and marzipan, to name a few. It was a very saturated market for tequila brands, so we waited for the right moment to launch our tequila line, which came when the price of agave rose and many companies were unable to sustain themselves and closed. We saw an opportunity and launched our Pochteca tequila in blanco, reposado, añejo, and extra añejo varieties.
What characterizes Casa Pochteca's products?
We use agave from Guanajuato, where the plant is more pristine and rich in nutrients, which is evident in the quality of our product.
Our project is characterized by the fact that we are a Mexican family immersed in the world of tequila. Several of our children work with us. In fact, my 23-year-old son Erick Tonatiuh is considered the youngest master tequila maker in the world, which is a great source of pride for us.
Where are Casa Pochteca products distributed?
We are currently present in high-end tourist areas in Mexico and export to California, soon to Texas and Arizona, and we also export to India through a business partner.
How do you see the world of tequila today?
I believe there is a need for training, which is fundamental for Casa Pochteca. We have a training department run by highly qualified teachers, and our goal is to increasingly professionalize the tequila sector.
In this regard, it is worth mentioning that my husband and I are certified international tequila masters. He is the author of the book Tequila Elaboración y Control (Tequila Production and Control), which is used as a technical textbook in the training of new professionals in the industry.
What does it mean to you to be a woman in a traditionally male-dominated industry?
It is a challenge and a responsibility, but it is also an opportunity to show that talent and passion have no gender. Women have always been present in the world of tequila, but now we are making our participation more visible. “Where the agave and the sun are born, the dream of a woman with knowledge and courage grows, weaving her story at dawn.”
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