The True Blue Agave "Manifesto"

Navigating the Agave Industry

 

I didn't learn this from a boardroom.   I learned it building a brand.

 

The Mission
Most people enter the tequila industry through the front door—chasing celebrity endorsements and flashy marketing. At True Blue Agave Advisors, we build brands from the ground up: starting with the soil, the people of Jalisco, and a commitment to additive-free excellence.

 

The Founder’s Journey
With 26 years of leadership at Frito-Lay and PepsiCo, I understand the mechanics of world-class CPG. But my deep expertise in agave didn’t come from a boardroom—it came from the red volcanic soil of the Jalisco Highlands.

 

While founding and scaling The Standard Ranch Water, I spent six years on the ground in Mexico. What started as a business venture evolved into a passion for the culture, the process, and the integrity of the spirit. 

 

The "Standard" of Excellence

I founded The Standard Ranch Water, a tequila-based brand I took from concept to shelf in major retailers, including Total Wine & More. That meant living the whole journey: finding the right NOM, building the liquid, working the three-tier system, and learning — sometimes the hard way — what actually moves off a shelf and what doesn't.

That experience is what you're buying. Not theory. The mistakes already made, and the playbook that came out of them.

 

Our Philosophy
We don’t care about the "fancy juice in the fancy bottle." We care about Integrity, Relationships, and Sustainability. We empower our clients to navigate the complexities of brand start-up and sourcing amazing tequila.