A family legacy, a master’s craft, and an artist’s touch converge to create a tequila unlike any other.
Tequila Barajas is more than just a spirit; it’s a masterpiece born from the heart of Mexico. Founded by Gerardo Barajas in 1997, the brand encapsulates a rich heritage and a passion for pushing the boundaries of tequila.
At the core of Tequila Barajas is a commitment to excellence. Gerardo Barajas, mentored by renowned Maestro Tequilero Francisco Alcaraz, mastered the art of tequila production. This deep-rooted knowledge is the foundation upon which the brand is built.
But Tequila Barajas is not just about the liquid gold inside the bottle. It’s also about the exquisite vessel that holds it. Each bottle is a unique work of art, crafted by skilled artisans who have perfected their craft over generations. A seven-hour,ten-step process transforms raw ceramic into a stunning masterpiece, reflecting the intricate details and rich culture of Mexico.
Beyond the art and the spirit, Tequila Barajas is deeply committed to sustainability. From sourcing organic agave to exploring innovative packaging solutions like bottle refills, the brand strives to minimise its environmental impact.
Tequila Barajas is a testament to the enduring spirit of Mexico. It’s a brand that celebrates tradition while embracing innovation, and it’s a product that transcends the ordinary. With every sip, you’re not just enjoying a tequila; you’re experiencing a piece of Mexican art and culture.
We spent some time with Daniel Barajas to find out more…
What’s the story behind Tequila Barajas and how did it begin?
My father, Gerardo Barajas, was a close friend and colleague of Francisco Alcaraz, one of the most renowned Maestros Tequileros. From him, my father learned and mastered the intricate process of crafting tequila.
After several years in the pharmaceutical industry, my father decided to pursue his own business venture. He wanted to create something uniquely Mexican and, given his deep understanding of tequila production, he founded the company in 1997. He proudly named it Tequila Barajas after our family name.
How did you decide to incorporate multiple artisans into the crafting of each bottle?
We searched all over Mexico to find artisans who resonated with our brand philosophy. Our goal was to create something truly unique and elegant. We eventually connected with the Servin family, who have been crafting ceramics for three generations. Together, we have grown and meticulously refined every detail of our bottles.
What role do traditional Mexican art and culture play in your brand identity?
Our primary idea was to showcase the incredible talent of the artisans who create truly stunning pieces. We aimed to demonstrate that Mexico is not only an exotic country but also one capable of producing highly elegant products that stand on par with those from any other nation.
Can you walk us through the 7-hour special painting process for your bottles?
Watching the bottle-making process is a magical experience. I often compare it to visiting a bakery as a child, where you could see, smell, and feel the warmth of the people behind the scenes. It created a sense of community and humanity, which is exactly the feeling evoked by our product.
The decoration process involves 10 distinct steps, but the 7 hours of painting are divided into three main stages. First, the artisans outline the patterns using cobalt blue, much like drawing contours. Next is the filling stage, where they carefully add color within the outlines, giving the bottle a subtle texture. Finally, the artisans apply intricate dotting, adding tiny points around the entire bottle for a beautifully detailed finish.
What has been the biggest challenge you’ve faced in launching and growing Tequila Barajas?
Without a doubt, managing cash flow and logistics has been the biggest challenge. Our bottles are our most significant cost and take a considerable amount of time to produce. Given the artisanal nature of our product, we sell in small quantities, which complicates shipping logistics.
However, the love and acceptance of our product have been incredibly rewarding, allowing us to expand quickly across many countries.
What has been your most rewarding experience since starting Tequila Barajas?
Every time I see our bottles, I’m reminded that this was never just a mass-produced item. It has always been a unique work of art that decorates homes and brings a touch of human energy. It immerses you in Mexican culture, and this feeling is rekindled with each new bottle we produce.
What are your hopes for the future of Tequila Barajas?
We will continue to represent the best that Mexico has to offer to the world. Exciting projects are on the horizon, including making our distillery 100% sustainable and waste-free. We’re also planning special editions, collaborations with other artists, and much more.
What advice would you give to aspiring entrepreneurs in the beverage industry?
Never stop dreaming and keep pushing forward, but always do so intelligently. Reflect on your decisions and avoid making hasty choices.
What is your favourite way to enjoy Tequila Barajas?
I enjoy it most in the company of loved ones, sipped slowly from a glass at a temperature between 15-25°C, and never mixed.
What are some of the unique flavour profiles that your tequila offers?
Each of our tequilas offers a distinct complexity. Our Reposado is more tropical and fresh, with notes of cooked agave and fermented fruits like passion fruit and pineapple. The Añejo is smoother, with flavors of caramel, vanilla, minerality, and a hint of plum, making it perfect for pairing with an aperitif or dinner. Finally, our Extra Añejo is our crowning jewel, with rich notes of dried fruits, vanilla, toffee, nuts, and raw agave.
With the rise in sobriety, do you plan to tap into this trend?
We haven’t yet explored this market, but our next step may involve venturing into the world of mezcal.
What is your commitment to sustainability?
All our agaves come from the valley region of Jalisco, Mexico, where they are planted sustainably. We are currently working towards obtaining organic certification.
What is your commitment to sustainability?
As someone who loves the outdoors and has spent time rock climbing and trail running from a young age, sustainability is a top priority for me. We are committed to running our operations without fossil fuels and with zero waste. We’re also exploring the possibility of offering bottle refills to make our product even more sustainable, though there are some challenges with this concept.
Can you tell us about some of the artisans who collaborate with you?
They are a family of artisans who innovated a unique method of decorating. They first outline the raw bottle with a pencil and then decorate it with liquid ceramic, adding their own figures and using their own colors.
We discovered them in a small town in Mexico with less than 10,000 inhabitants. Despite the size of their workshop, they have won several prestigious awards. Everything they create is truly magical.
What does the name “Tequila Barajas” mean to you?
It fills my heart with pride to see our family name on the bottle. It’s a dream that began with my father in 1997 and was revived by his son in 2022, in collaboration with him.
How do you stay inspired creatively?
Mexico is simply a magical country, filled with exquisite things, incredible art, and countless wonders. Staying creative isn’t difficult; it’s about being sensitive to the world around you.
The challenge lies in associating other crafts with the art we currently have, ensuring that they complement each other while maintaining the same brand character and identity.
Looking back, is there anything you would have done differently?
Our growth has been entirely organic, and I’m very happy with it. We’re now operating at full production capacity. There haven’t been any mistakes, only learning experiences. I wouldn’t do anything differently.
What’s your go-to quote when you are lacking motivation?
I simply look at our bottles and remind myself that I’m here for the art, to bring the best of Mexico to the world.
Our readers love to travel, what destination is at the top of your bucket list?
I would love to visit Sumatra, Madagascar, South Africa, and Patagonia.
Where can people follow you and find out more?
We’re very active on Instagram @tequilabarajas, LinkedIn as Tequila Barajas, and Facebook as Tequila Barajas.
Inspired by the story of Tequila Barajas? Discover more inspiring tales of passion, innovation, and success on House of Coco.
