Written by: Tristen Giles, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
It was April 2020 in the heart of Texas when an oft-visited conversation between two friends took an unexpected turn that ultimately sparked the inception of Socorro Tequila. Co-founders Josh Irving and Pablo Antinori, driven by their shared adoration for tequila, found themselves at a crossroads that spring day. It was Pablo's impassioned declaration to "stop talking and start doing" that cemented their resolve to embark on the venture. Naturally, this journey began in Jalisco, Mexico, the heartland of tequila, where they set upon on an ambitious quest to craft the most exceptional Blanco imaginable. While their goal may have been to create a top-quality spirit, it quickly became a mission inextricably entwined with compassion and a desire to help.
"Go do something selfless; it’ll change everything you thought you knew about happiness.” – Pablo Antinori, Co-founder of Socorro
Josh and Pablo’s alliance wasn't forged in boardrooms but out of the organic camaraderie amongst brand reps within the industry. A chance meeting unfolded into a profound friendship, kindled by a mutual love for spirits. Josh, with an extensive background in the spirits industry, and Pablo, an equally experienced and intrepid go-getter, became a dynamic duo bonded by their unwavering commitment to their passion. The friendship was evident as Josh reminisced about meeting Pablo for the first time. "We just hit it off. It was natural, genuine. We would've been great friends, tequila or not."
As the Socorro journey unfolded, Josh and Pablo delved into the fabric of Mexican culture as they searched for the right partners with whom to establish their operations. Their firsthand experiences in Jalisco were a study in contrasts, from the exuberant warmth and hospitality of the people to the stark and often heartbreaking realities of water scarcity.
Their frequent sojourns to Jalisco were pivotal. Beyond the distilleries and agave fields lay a deeper realization – there wasn’t enough potable water, and communities needed help.
Witnessing this scarcity was a transformative moment for the two friends. "We went from fear to inspiration," Josh recounted. "But first, we experienced the welcoming warmth of the people. It was awe-inspiring."
One of the most heartwarming aspects of their ongoing visits is interacting with the orphanage children in Jalisco. Josh's face lit up as he described their experiences. "All they want is love, hugs. A lot of [the children] have never really felt that." Socorro's commitment to giving back is exemplified through their Case for a Case program. For every case of Socorro Tequila sold, Josh and Pablo ensure that a case of water makes its way to orphanages, nursing homes, and communities grappling with scarcity. This early influence of compassion is also evident in the very name of Socorro tequila, which means “help” or “assistance” in Spanish.
The Case for a Case initiative emerged not as a marketing strategy but as a testament to their connection with the land and its people. Josh was unequivocal that Socorro's story isn't just about philanthropy; it's about crafting an outstanding product. He emphasized that while their philanthropic initiatives are deeply meaningful, their primary focus is to produce exceptional tequila. "I'm not going out and selling [our product] based on what we do in Mexico," he asserted. "If the tequila's not good, people don't buy it twice." Their endeavor wasn't merely to encourage buying Socorro for the cause; rather, it was an invitation to experience excellence that also made a meaningful impact.
The duo’s dedication has transcended mere business ventures, however; it has become a lifeline for those touched by their efforts, and enduring friendships have blossomed. Making over a hundred visits since Socorro's inception, Pablo’s unwavering presence in Jalisco epitomizes their commitment to crafting the paragon of tequila and being involved directly in local communities. Socorro has become a conduit for philanthropic relief, illustrating that a good deed distilled into every bottle really can make a profound difference in the lives of many.
Looking ahead, Socorro's vision extends far beyond their home base in Texas, aiming to spread its ethos of excellence and compassion to new horizons. The brand's growth doesn't merely promise expansion but also serves as a vehicle for more significant impact. With each bottle, Socorro weaves a narrative not just of superior tequila but of a brand shaping a legacy imbued with empathy and dedication to uplifting the communities where their spirits are made.
To learn more, visit website or follow Socorro on Instagram.
Tristen Giles, Executive Contributor Brainz Magazine
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