THE SECRET’S OUT
WRITTEN BY RICH MANNING
PHOTOS PROVIDED BY EL TEQUILEÑO El Tequileño’s American Success Has Been Decades in the Making
W
hen I interview a distiller, I’m usually the one asking the questions. This wasn’t the case with Antonio “Tony” Salles, master distiller and distillery manager of El Tequileño in Tequila, Mexico. About two-thirds of the way through our discussion for this story, he asked, “You’re based in the LA area, right?” I answered in the affirmative. “Go to any Mexican restaurant with a bar program in LA and talk to the people about El Tequileño,” he said. “Chances are they’ll tell you that our brand is what their family used to drink back in the day when they lived in Mexico. They’ll also say how great it is to have it available here, and how happy they are that W W W . ARTISANSPIRITMAG . C O M
it’s back in their lives.” The reunion between consumer and brand Salles referenced is a key part of El Tequileño’s American narrative. The family-owned distillery has been producing tequila since 1959, but it’s only been available in the U.S. since 2019. This gap justifies El Tequileño current tagline “Mexico’s Best Kept Secret.” Yet this may need to change soon. The distillery’s secret is becoming an open one.
A TRADITIONAL FAVORITE I have yet to take up Salles’ restaurant challenge due to a combination of my busy
schedule and my penchant for indulging in the LA area’s robust street taco scene. But a couple of trips to Mexico this past year provided enough evidence to convince me he’s likely correct. El Tequileño is indeed popular south of the border, so the notion that folks emigrating from Mexico to Southern California would carry fond memories of the brand — and be excited by its availability in the States — fits the narrative. Its appreciation within Mexico also seems to strengthen the closer you get to the village of Tequila where El Tequileño’s distillery stands. This is the brand the locals drink — no small feat considering there are nearly 1,700 87