Professional Growth Strategies for Tequila Specialists

There are numerous ways to advance your professional career in the tequila industry. For instance, certification programs such as Maestro Tequilero or courses offered by the Tequila Regulatory Council (CRT in Spanish) will give you serious street cred and help you stay sharp on agave knowledge. 

Hit up industry events, tastings, and trade shows to network with top distillers and brand representatives—you never know where a good conversation over a pour may lead. 

Social media? Use it. Share tasting notes, cocktail recipes, and behind-the-scenes insights to build your rep. And don’t just mix tequila—curate experiences. 

Partner with bars, restaurants, or brands to create exclusive tequila menus, pairings, or masterclasses. The bottom line? Keep learning, keep networking, and keep pushing boundaries because the best people in the game never stop evolving.

While bartending is a high-energy, social job with constant guest interaction and immediate feedback, consulting often involves a more strategic, behind-the-scenes role.

Making the Leap: Key Considerations for Tequila Specialists

One key factor to consider is understanding that there is a shift in dynamics—fewer direct guest interactions and more independent work. According to Simon Kistenfeger, Altos Tequila Global Ambassador, “Satisfaction that comes from immediate feedback behind the bar will be replaced by long-term impact.”

Likewise, Simon recommended that before making the switch, you should ask yourself: Do I enjoy working behind the scenes? Am I comfortable with a more self-driven, strategic role?

You also need to acquire deeper knowledge to offer unique insights and solutions. This means going beyond the basics, such as production techniques, terroir, industry trends, etc.

Having a business strategy is essential. As a tequila specialist, you have to seek professional growth opportunities, from menu engineering to financial planning and brand positioning. “(Having a) culinary and cocktail innovation mindset helps a lot,” Simon explains. 

Here are some actions you can start doing:

• Read The Tequila Ambassador, written by Tomas Estes.
• Attend collaborative programs with industry leaders through the Tahona Society.
• Check out the database of the Tequila Regulatory Council (CRT) and the Official Mexican Standard for Tequila (NOM-006-SCFI-2012).
• Visit the Tequila Matchmaker website. It offers comprehensive insights into brands and distilleries, including tasting notes and production techniques.
• Attend bar shows. They often feature dedicated areas for agave spirits, such as the Roma Bar Show.
• Attend distillery tours to gain knowledge about agave and experience the warmth of Mexican hospitality.
• Engage with tequila educators like Alberto Navarro, David Suro, or Jesús Hernández, to highlight a few. As Simon recommends, “Make them spit all the beans. They are a great source of knowledge!”

Balancing Tradition and Innovation in Tequila Craftsmanship

When it comes to respecting heritage while embracing innovation, Simon is convinced that we must appreciate the deep roots and traditions of tequila while staying curious about the future. Studying hard, drawing inspiration from the culinary world, and pushing boundaries without losing authenticity are essential practices.

Also, taking cues from chefs who modernize classic dishes is a great strategy; collaborating with high-end chefs, learning about fermentation techniques, and taking courses on local ingredient sourcing can all inspire. “It’s a mix of checking how Michelin-starred chefs reinvent heritage dishes and to understand authentic flavors and pairings of street food & traditional markets,” Simon explains.  

Before innovating, you need to understand the production process, from brick ovens, tahona milling, and wild fermentation. Respecting the region and the terroir-driven differences can play a huge role in the outcome of new drinks. 

Lastly, Simon believes that familiarizing yourself with local ingredients in your country is a key factor, as a drink will taste different in different environments due to temperature, humidity, etc. “Also, we need to be careful with new techniques like fat-washing, clarification, or milk punches, as they should add depth without losing tequila’s essence.”