The One Sentence That Kept Her From Quitting Tequila

Iliana Partida is a fourth-generation Maestra Tequilera and one of the most respected master distillers working in Amatitán today. She's the CEO and master distiller at Hacienda De Oro (NOM 1522), the family distillery her father David built in 1999 to continue a distilling lineage that dates back to the 1970s.

Under her direction, Hacienda De Oro produces more than 25 tequila brands, including 4 Copas, Quintaliza, Elevación 1250, and the family's own labels — Amatitense, El Último Agave, and others. Prior, she was also appointed master distiller for Tres Agaves' proprietary distillery in Amatitán, producing that brand's organic tequilas.

Legends & Legacies sat down with Iliana at Hacienda De Oro to talk about the moment she almost walked away, why she'd change nothing, and what she wants to see change in the industry.

I think I had other plans, to be honest. I loved helping my parents from the distillery — that was something we wanted to be part of. But I didn't visualize myself as being the leader of the organization. If you ask some people, they'd say, "Oh, you know, you were bossy." I was not bossy. I was a leader. (laughter)

I really loved the arts. I also really loved mathematics. So I was kind of all over the place. Today, I think I've found a way to mix everything together — the art, plus the finance, plus the marketing, plus the production. To be honest, I never pictured myself being here. But I'm really proud to be here.

It could not have turned out better.

Well, first of all, I had already left the distillery. I had made my decision about what was outside the distillery — for good. And one of the women who was working with me said, "If you and your family don't care about this legacy, then who?"

That hit me so hard. I said, I have a responsibility.

Forget the legacy for a second — these are people who have been working for so long with this family. And I can't just say, "Yeah, the next generation isn't going to be a Tequilera." No, no, no. I owe my career and my studies and a lot to these people. So I have to be part of it. If I have separate dreams, I can find a way to combine them and be happy where I am.

That made me go back to the distillery and just put myself into it.

Nothing, exactly. Why? Because there are many things that have hurt the industry, or hurt my family, or the distillery, or whatever — but every single one of them has taught us something new. It's given us the chance to evolve, to grow, to think better, to think twice, to think more creatively. Not to try to change.

Because if I changed something, it would mean we didn't learn anything. So I wouldn't change a thing.

I don't know if this is silly, but I'd love it if people remembered my personality more than my tequilas. That feels selfish — I don't know. (laughing)

Keith Bogart: And that's why they will.

Iliana Partida: And that's why they will. (laughing)

Keith: Because of that. Because of the smiles and the laughter.

I love the idea that Amatitense is only single barrels, because that way we can play around it. It has been a really interesting project for me because it represents not only the history of my family, but also the history of Amatitán.

Amatitán was one of the first municipalities to make wine mezcal, and in a certain period of time, it turned into tequila as we know it.

Instead of volume, we're going to be looking for the brands and projects that really interact with the culture of the municipality, and with innovation — without losing tradition. So we're going to be a little more boutique. Trying to find the perfect projects that fit with our personalities.

I think a brand is built step by step, tasting by tasting. So I'd love to meet as many people as I can. That's what we want to do — continuously be in as many places as we can, meeting new people, and just putting some work into it.

Look for creativity instead of gender. Look for talent instead of age. I think we have to take off those glasses that interfere with our view and start being more strategic. No matter the gender, or the age, or the background that we may have.