Beyond the Shot: Karina Sanchez on the Craft, Culture and Spirit of Tequila

For many of us, tequila might still conjure blurred images of a heaving dance floor, salt-rimmed shots and lime wedges, not to mention the shame, pain and regret the morning after. But to those who know its true story, tequila represents far more than a fleeting party spirit—it is Mexico’s liquid heritage, born from the blue agave plant that takes years to mature under the Jalisco sun.

Few people embody that story quite like Karina Sanchez, Tequila Educator and Global Ambassador for Don Julio. Born and raised in Jalisco, the birthplace of tequila, Karina has spent over 18 years championing the culture and craft of this deeply rooted Mexican spirit. A Certified Maestra Tequilera and recipient of the Tequila Woman Award from the Mexican Tequila Chamber, she has dedicated her career to bridging heritage with innovation, and tradition with contemporary refinement.

In an industry historically dominated by men, Karina stands as one of tequila’s most respected voices: a chemical engineer by training and a storyteller by nature. Her journey has taken her across more than 30 countries, educating and inspiring new audiences to see tequila not just as a drink, but as an expression of culture and artistry.

In conversation with BURO Malaysia, Karina shares her personal journey, her insights into the global rise of tequila (including its growing foothold in Asia), and what it means to lead and innovate as a woman in the spirits industry. More than anything, she reminds us that true luxury isn’t about excess, but about authenticity, craftsmanship and connection.

TELL ME ABOUT YOUR RELATIONSHIP WITH THE TEQUILA INDUSTRY. WHEN DID IT BEGIN?

I started 18 years ago. My background is actually in chemical engineering, but after graduating I found myself working in hospitality and public relations. My dream was always to be part of the tequila industry because it’s one of the most important industries in Mexico, especially in Jalisco.

I began as a tour guide, developing tequila experiences for a global company. I soon became their global tequila ambassador and spent 11 years there before joining the National Tequila Chamber in Mexico—the trade association for all tequila companies—to lead their promotion and public relations.

After three years, I was invited by Diageo to become the Global Ambassador for Don Julio. That was a great honour for me because Don Julio is the most loved tequila brand in Mexico. Representing such an iconic brand around the world has been an incredible privilege.

YOU’RE ONE OF THE FEW CERTIFIED MAESTRAS TEQUILERAS IN AN INDUSTRY THAT HAS TRADITIONALLY BEEN MALE-DOMINATED. WHAT ARE SOME CHALLENGES YOU’VE FACED, AND HOW DID YOU OVERCOME THEM?

Yes, I’m certified as a Maestra Tequilera by the Mexican Academy of Tequila and Mezcal, and as a Tequila Connoisseur by the National Tequila Chamber. As a woman, it has been challenging at times because, as you said, the industry has long been dominated by men. But the positive thing is that in recent years, major companies like Diageo have made real efforts to promote gender equity not just within their organisations, but across the entire industry. The National Tequila Chamber also encourages other companies to do the same.

I feel fortunate to have started my career during a time when the industry was becoming more committed to this cause. We’re not yet where we should be, but there’s definitely progress. Sometimes, as a woman, you have to work harder to prove you can handle roles with big impact. It’s not necessarily because companies don’t give opportunities, but sometimes you have to prove to others in the industry that you have the capabilities to excel.

The way I’ve overcome those challenges is by creating a strong network—not only of women, but also of men—who are genuinely committed to supporting gender equity. Having women who share similar experiences is empowering, but having men who also champion equality is just as impactful. 

I’ve been lucky to have mentors and sponsors who have guided me and spoken up for my work. Interestingly, all three major opportunities in my career came from women—my first role in tequila, my position at the National Tequila Chamber, and my current one at Diageo. So yes, we still have a long way to go, but we’re moving forward together, and that’s powerful.

YOU’VE TRAVELLED TO MORE THAN 30 COUNTRIES OVER 18 YEARS. WHAT HAVE YOU LEARNED ABOUT HOW DIFFERENT CULTURES PERCEIVE TEQUILA, AND WHAT MISCONCEPTIONS STILL SURPRISE YOU?

Most of my career has been dedicated to education, and there’s still so much opportunity in that area—in Asia, but also in Mexico and the United States. The biggest misconception, of course, is the idea that tequila must be drunk as a shot with lime and salt. I always tell people that while this ritual is part of tequila culture—and yes, some Mexicans do still drink it that way but tequila today offers so much more.The category has evolved toward premiumisation. There are beautiful liquids, like those in the Don Julio portfolio, meant to be sipped neat, enjoyed on the rocks, or mixed into refined cocktails.

Another thing I emphasise in my masterclasses is the importance of the blue Weber agave. The agave plant gives tequila its complexity and distinct sensory characteristics. It takes around seven years to mature, so we truly appreciate tasting the agave itself in our liquids. When you add lime and salt, you miss the chance to taste those nuances—the sweetness of the roasted agave or the subtle notes imparted by oak.

There are also misconceptions around production. For example, tequila doesn’t contain a worm—that’s a marketing gimmick once associated with mezcal. There’s also the misunderstanding that only 100% agave tequilas are “good,” but mixto tequilas are also legitimate and regulated—just made differently.

Tequila is, in fact, the most regulated spirit in the world. The regulations govern everything from agave cultivation to production, bottling, and labelling. For instance, 100% agave tequilas must be bottled in Mexico within the designated Denomination of Origin regions. You can’t export them in bulk. The level of control and oversight is incredible, and that’s part of what makes tequila such a respected category.

FOR THE NOVICE TEQUILA DRINKER: WHAT’S THE BEST WAY TO ENJOY IT?

I love this question! For beginners, I don’t recommend drinking tequila in a shot glass and the reason is simple. A shot glass is usually filled to the brim, so when you bring it up to drink, the alcohol vapours hit your nose and brain all at once. That’s what creates those “bad tequila memories” people have from their spring breaks!

Instead, I suggest using a proper tasting glass—ideally the Tequila Riedel glass, developed by the Tequila Regulatory Council and Austrian glassmaker Riedel in 2001. It’s shaped like a flute, narrowing at the top to soften the alcohol’s impact on your nose, allowing the aromas to come through beautifully.

When introducing people to tequila, I sometimes pair it with simple ingredients to ease the alcohol’s intensity and enhance the tasting experience—like brown sugar and lemon with Don Julio Blanco. The lemon highlights the citrusy notes, while the sugar enhances the sweetness from roasted agave. 

THE TEQUILA WOMAN AWARD FROM THE MEXICAN TEQUILA CHAMBER IS A REMARKABLE RECOGNITION. LOOKING BACK, WHAT MOMENT IN YOUR JOURNEY ARE YOU PROUDEST OF?

There are many, but receiving the Tequila Woman Award was definitely one of the proudest. The Chamber doesn’t give it to everyone—you have to prove your knowledge, your reputation in the industry, and your love for Mexico.

It’s a tough process: you’re evaluated by a committee of master distillers and executives from different tequila companies on topics like agave cultivation, production, regulation, tasting, and certification. It was one of the hardest evaluations I’ve ever done. Being recognised means the Chamber trusts you to represent not just your brand, but the entire tequila industry. It’s a huge honour.

Another proud moment was when I was appointed Global Ambassador for Don Julio. Representing Mexico’s most beloved tequila and one of the world’s leading premium spirits is something I’ll always be grateful for.

I’m also passionate about paying it forward—sharing what I’ve learned and supporting other women entering the industry. I believe in the “favour chain”: someone helped you, so you help others too.

EMPOWERMENT AND RESILIENCE ARE CENTRAL TO YOUR STORY. WHAT ADVICE WOULD YOU GIVE TO WOMEN ABOUT FINDING THEIR VOICE AND REDEFINING SUCCESS ON THEIR OWN TERMS?

The first thing is to know who you are. Embrace your strengths and your weaknesses, and stay committed to yourself. Have a clear goal in mind, because challenges will come—that’s part of the journey.

I also try (though I don’t always succeed!) to enjoy the journey. The pressure on women, especially those balancing career and family, can be overwhelming. But it’s important to find joy in the process. Support each other. Determination, clarity, and self-recognition are key, but solidarity makes the difference.

DON JULIO HAS ALWAYS BEEN ROOTED IN AUTHENTICITY AND CRAFT. IN YOUR VIEW, WHAT DEFINES MODERN LUXURY WHEN IT COMES TO TEQUILA, AND HOW IS THAT EVOLVING WITH TODAY’S CONSUMERS?

I think the concept of luxury has evolved, especially after the pandemic. For me, modern luxury is a blend of craftsmanship, authenticity, sustainability, and innovation. At Don Julio, we create celebratory experiences that stay in people’s memories. 

True luxury isn’t about extravagance—it’s about connection, meaning, and creating something unforgettable. For us, that means highlighting our Mexican heritage and authenticity while offering exceptional quality. It’s about craftsmanship and moments that make people feel something real. When people around the world drink Don Julio, they’re connecting with Mexican culture. So every glass is both a celebration and a connection—to Mexico, to heritage, and to the people who make it possible.

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