THIS IS US Nosotros Tequila and Mezcal comes of age
Written by Carrie Dow Photos provided by Nosotros Tequila and Mezcal
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he agave spirits of tequila and mezcal have been distilled in southern Mexico for centuries. Designated by the Mexican government as an Appellation of Origin since 1974, the ingredients, methods, and processes involved in making agave spirits are as traditional and time-honored as spirits production can get. Which is precisely why when Carlos Soto entered the tequila business, he wanted to shake things up. “How can we do something that’s different from what everyone else is doing in the industry?” he asked himself. It was a big question to ask considering Soto was a college student at the time. “I was born and raised in Costa Rica,” Soto said. “I moved to the U.S. when I was 19 and got selected to study (business) out here.” Soto attended Loyola Marymount University in Los Angeles and through new friends developed an affinity for tequila over the spirit Costa Rica is more famous for: rum.
Making the Grade In 2015 Soto took a business development class. “They gave us an assignment,” he said. “Come up with a business idea that has nothing to do with technology.” He said the reason for this very specific task was because, back then, every business idea was, “I want to do the Uber for this and the Uber for that.” The professor wanted the class to get away from apps and focus on tangible products. It was a quick turnaround, assigned on Friday and due that Monday. “I was out (Friday night) with friends, and I was sitting at a bar, and I ordered a
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