Carrying the Flame: Grace Gonzales and the Legacy Behind El Mayor Tequila

22 sep Carrying the Flame: Grace Gonzales and the Legacy Behind El Mayor Tequila

From the agave fields of Jalisco to the bars of Barcelona and beyond, Grace Gonzales is reshaping how Europe sees – and sips – tequila. As the fourth generation in her family’s distilling dynasty, and daughter of Master Distiller Rodolfo Gonzales, she is both a steward of tradition and an ambassador for the future of El Mayor.

A Legacy Rooted in the Fields

For Grace Gonzales, tequila has always been part of the family fabric — but it wasn’t a given she’d end up in the business. “I grew up around tequila making, with it being in my family for so many generations, but it wasn’t until later in life that I realized it was my passion and something I genuinely wanted to pursue,” she says. Her early memories include visits to the fields and distillery with her father and brother. “That’s where I grew my appreciation for the craft.” Rodolfo Gonzales, her father and mentor, encouraged Grace to gain experience beyond the family business before joining El Mayor. That outside perspective proved invaluable as she worked her way through nearly every level of the company — from distillery warehouse to retail, sales, marketing, and eventually, distilling. “Now, as a Master Distiller with DGL and the Western European Sales Director, it feels like a full circle moment. It means the world to me to carry on this legacy, and to be able to build something for the generations to come.”

Tradition Meets Innovation

Grace’s role is more than symbolic. As the first woman in the Gonzales family to take on distilling duties, she brings both respect for heritage and a fresh perspective. “I remember asking my father if he thought I could work in the tequila industry, and he told me that the sky is the limit,” she recalls. “He’s always had the mentality that if you fail, try again. It’s not always easy, but I always learn something from my fallbacks.” That mix of grit and grace has influenced her approach to every aspect of the business — especially production. “Great tequila is the result of great practices at the fields and the distillery,” she says. “They both must be aligned.”

The Craft Behind El Mayor

What sets El Mayor apart? According to Grace, it starts with where and how the agave is grown. “We only use fresh and mature agave that grows at least 1,600 meters above sea level in mineral-rich, rocky soils,” she explains. Once harvested, the agave is cooked, milled in a five-step process, fermented, and double-distilled. Depending on the expression, the tequila is then rested or aged — with each stage designed to preserve the natural character of the agave. “When my father was developing El Mayor, he wanted to create a line of tequilas that you could sip on — from Blanco to Reposado, Añejo, Extra Añejo and now Cristalino,” she says. “Every expression is extremely unique and has its own character. Our tequila is elegant and versatile, making it perfect for cocktails, but also great on its own.”

Taking the Message Global

Grace is now tasked with helping European drinkers discover what her family has known for over a century: that tequila can be nuanced, expressive, and worth sipping slowly. “Mexico and the US being neighbors means trends flow quickly — the US has been exposed to tequila for much longer. Europe is newer to the category, but very eager to learn,” she says. “They’re trying different expressions in different ways — shots, neat, in cocktails — and they’re open to education.” That education often begins by busting myths. “The belief that tequila is only for shots, and that you’ll feel poorly the next day — that’s something I hear a lot,” she says. “I love showing people that tequila is incredibly versatile and pairs beautifully with food. There’s an expression for every occasion.”

From Ground to Glass

What many consumers — and even bartenders — may not realize is how much time and care goes into producing tequila of El Mayor’s quality. “The agave takes about seven years to mature. And although it doesn’t need to be watered, it still requires attention and care to grow strong and healthy,” she explains. By owning and managing their agave plantations, the Gonzales family maintains control over every stage of production. “That’s how we ensure quality from ground to glass.”

Redefining Industry Norms

Working in a traditionally male-dominated industry has come with challenges, especially early on. “I looked very young when I started, and I’d get comments like ‘What does this kiddo know?’ or ‘Is she even legal to drink?’” Grace says, laughing. But her father’s advice stuck with her. “He said, ‘Let them think you don’t have the knowledge — they won’t see it coming. Surprise them.’” Over time, Grace has earned not just credibility but influence — and she’s not alone. “We’re seeing more women step into leadership roles. I’m incredibly proud to be part of this female-led shift happening in the industry.”

Favorite Expression? Depends on the Day

When she’s off-duty, Grace reaches for a Blanco. “I tend to drink it neat or with sparkling water,” she says. But tequila’s versatility keeps things interesting. “It really depends on the occasion. I also appreciate it in classic cocktails, like a Negroni.” She also takes a personal approach to helping others explore the range. “When someone asks me how to best enjoy El Mayor, my first question is, ‘What do you usually drink?’ That gives me a sense of their preferred flavor profile.” For bourbon lovers, she often recommends El Mayor Añejo, aged for at least 18 months in used bourbon barrels. “It’s not going to taste exactly like bourbon, but the agave’s fabulous aromas are beautifully complemented by elegant oak notes.”

Looking Ahead

Grace sees continued growth on the horizon — not just for tequila, but for agave spirits in general. “The tequila category has opened the door for other agave spirits like mezcal, bacanora, sotol and raicilla,” she says. “Tequila will keep growing — maybe not in double digits — but its noble character and versatility ensure it has a solid future.”

And as for her own legacy? “We live in a time of instant gratification, so I hope that through experiencing El Mayor, we can invite people to slow down and savor the special moments.”

This article was published in collaboration with Bart’s Bottles, the importer of El Mayor Tequila in The Netherlands.