What is your personal background and how and why did you get into the drinks industry?
If you had told 20-year-old Pablo Antinori that I'd be making tequila and my tequila would win some of the industry's biggest awards and be the exclusive tequila served on American Airlines, I would not have believed you. But I'm optimistic, so maybe I would've thought this was possible.
Positivity and hard work pay off.
Pablo Antinori - Socorro tequila's co-founder
When I moved to the US, I started working in restaurants. I had zero connections. I didn't know English. I started at the bottom, and I worked as hard as I could, making my way up to management.
I was born in Argentina, and wine was always a first love. I studied to become a sommelier and did a wine-making apprenticeship before joining one of America's biggest drinks distributors as their in-house tequila expert.
For me, the drinks industry is not just about the product. It's about connection, stories, and shared experiences. I’ve always been fascinated by that, and how something handcrafted can create something emotional. But what a ride it's been.
Why did you want to go it alone and set up your own drinks brand?
Pablo Antinori visits the agave farms on a regular basis to make sure its plants are being grown and handled in the most sustainable way
Fortunately, I didn't have to go at it alone. I met my business partner, our chief executive, Josh Irving, while working in the drinks business. He was incredibly successful at selling tequila, and one night, over drinks, I asked about making our own tequila instead of selling other people's.
It's not uncommon to have those conversations with friends and dream of starting your own business. But those conversations typically stay just that — talk.
But the next day, I called Josh, and I asked him if he was serious, and he said he couldn't stop thinking about it. And that's how our tequila company, I & A Agave Spirits, was born.
At the beginning, when we were two guys with a dream, everyone in Mexico was incredibly hospitable and generous. That's why we didn’t want to just make another tequila. We wanted to make one with purpose. For us, that meant giving back to the communities that make our journey possible, being transparent, and doing things the right way even when it’s harder.
We wanted to build something that truly reflects who we are and what we believe in. We didn't just want to bottle someone else's tequila. We want to make tequila to our specifications: additive-free, traditional methods, and estate-grown agave so that we can ensure we make the best tequila possible.
Why did you want to enter what has become one of the most competitive categories — tequila and agave?
Soccoro tequila is making big steps in the US to build its distribution and hopes to then build its export opportunities
Honestly, competition means passion, right? If everyone’s doing it, you need to do it better, or don’t do it at all. I'm competitive. I love soccer. Josh played golf at a high level in college. We always strive to do our best, whether that's making the best tequila, providing the best service to our partners, or giving customers the best possible experience at a tasting dinner.
We push ourselves. And because it is so competitive, I push myself even harder for us to make the best tequila we can.
We love agave spirits. So, sure, the tequila category is crowded, but this is deeply personal to us and is our respect for the tradition, the culture, and the craft behind it. If you do that, people notice.
What were the key steps you took in order to determine what the brand should be and what the tequila should taste like?
It's best to start with values. For us, that means additive-free, agave-forward, craft production and, this is important, delicious. A tequila should be good to sip. It should be good in a cocktail. I want to offer the best tequila at the best price.
I spent time tasting, refining, and simplifying until we had something that was elegant, clean, and full of character. Every decision, from the agave cut to the fermentation, was about expressing truth through flavour.
You have a very minimal approach to your tequila making — explain the concept behind that?
Less is more. The more you manipulate tequila, the more you lose what makes it special. We use estate-grown agave, so we know exactly where the agave is coming from and how the agave is cared for, as opposed to using a broker. Then, you have less of an idea of how the agave is cared for? To me, that's crazy.
We use two yeast strains, Champagne yeast and a wild yeast strain, to get a robust, complex fermentation that creates deep, layered flavours. Distillation is done in stainless steel tanks with a copper coil to create the clean, smooth profile we are known for.
Socorro tequila comes from estate grown agave plants
Maturation is done in new American white oak barrels. I use a light char. I want the agave to shine, and the barrels to complement the tequila, not overwhelm it.
I spend so much time in Jalisco. I'm there in the fields to select agave. I'm there for fermentation, I'm there to taste the spirit of the still, and then again to taste it right before bottling to ensure it's up to our standards. It's incredibly hands-on.
But is that minimalism? I'm not sure. I would call our process "focused." We are using only three ingredients, so we need to use the best ingredients we can, whether that's our agave or our deep well water. We want to bring out the best in the spirit. It's what we love about tequila, and my thinking is that others love it, too.
Why did you want to make your tequila in Arandas? What characteristics does it bring?
I've always preferred tequila from The Highlands in Arandas to The Lowlands. Terroir is important in winemaking, but it's also important in tequila. I wanted Socorro to have the flavours of The Highlands. You can taste Arandas in every sip.
If you had to do an elevator pitch for why your tequila deserves its place on a back bar or retail shelf, what would it be?
Socorro is an award-winning tequila with heart. It’s made with respect, from estate-grown agave in Arandas, crafted by people who care deeply about what they do. It’s clean, balanced, and made to be shared. Every bottle sold helps rebuild communities in Mexico and contributes to good works efforts here in the US through our Spirit of Socorro charitable initiatives.
You’re not just pouring tequila. You’re pouring purpose. Plus, it's really delicious.
As much as I can give you an elevator pitch, the ultimate one is what's in the glass. And taste test after taste test, I'm confident in what we make.
Sustainability is a key part of the story — can you explain the key steps you have taken and why?
Making tequila in a sustainable and supportive way is key to the Socorro tequila brand
We take sustainability seriously because it’s not optional. It’s our responsibility. Our agave is estate-grown, and we use bagasse for composting and replant agave at a 3:1 ratio. But beyond that, “sustainability” for us also means community.
Every bottle we sell contributes to our charitable efforts at orphanages and nursing homes in Mexico, as well as our partnerships with charitable organisations in the US.
Your brand name means “help” — explain why and how you chose it, and what you mean by help?
“Socorro” means “help,” and that word carries everything we stand for. It’s about helping each other, helping the land, and helping our communities. The brand was born out of gratitude — for the people who taught us, worked with us, believed in us. We wanted to create something that gives back.
Every bottle of Socorro tequila sold allows its founders to invest in a number of different charity and community projects
Initially, we started our Case for a Case program. For every case of tequila sold, we donated a case of water. But as Socorro has become more popular, so has our obligation to do more. That's why we launched The Spirit of Socorro, our new charitable initiative, so we can help even more people in Mexico and the USA.
What is your distribution strategy, and the main markets you have managed to secure?
We focused first on building a strong foundation in Texas, where we started. Since then, we have expanded to Colorado, Oklahoma, and Nashville. We will continue to open new markets in the US and into select international markets where authenticity still matters more than celebrity-tequila hype, probably starting with those closest to us.
What are your growth targets in terms of exports and opening up new markets — does that include the UK?
The UK is an important and growing tequila market, with educated consumers, a deep appreciation for craftsmanship, and a curiosity about agave spirits. Right now, we are focused on strengthening relationships in current markets as we move to new ones.
That being said, being American Airlines' exclusive tequila partner is a good indicator that we have big ambitions to bring our tequila to the widest audience possible, including those at 35,000 feet!
And I love soccer. I was in the UK earlier this year to watch matches. I'd love an excuse to come back to the UK to watch more soccer. Who wouldn't?
What have been the biggest challenges to date, and how did you overcome them?
Pablo Antinori: "Once you start helping others, you become addicted to it. You want to help even more."
Patience. Building a brand from nothing takes time. It’s easy to get caught up chasing growth, but we’ve stayed grounded in our purpose. The name itself, Socorro, and what it means, helps keep us focused.
As you know, there are many obstacles to overcome in the drinks industry. I remember when American Airlines selected us to be their tequila. We were going up several well-known brands. After we won, we needed to figure out the logistics quickly in order to get the 50ml bottles on the planes. We did. And after that experience, I had even more confidence that we could not only deliver a world-class tequila but also handle complex logistics.
What have been the biggest rewards or most satisfying moments about launching the brand?
Seeing someone order Socorro at a bar never gets old. Every two weeks, I am at our distillery in Jalisco, directing production. On the flight there, I still cannot believe that I can drink my tequila on the way to make my tequila. That's amazing.
But even more than that, visiting the orphanages and nursing homes. That’s when Socorro feels real. That’s when you see what “help” actually means. I've talked about this before, but once you start helping others, you become addicted to it. You want to help even more.
Anything else to say?
Just gratitude. Thank you for this opportunity. And a big thank you to our team, our partners, and everyone who believes in what we’re doing.
* You can find out more about Socorro tequila here.
