As the grandson of Don Julio González, tequila-making is in Lalo’s blood. With the help of his friend and co-founder David, he has carried forth his family’s legacy with LALO Tequila. Made with the highest quality Highland agave, Champagne yeast, and deep well water, this pure expression of tequila blanco is traditionally made and entirely additive-free.
After the agave is cooked in stone ovens for 40 hours, it is distilled twice in copper before immediately being bottled, yielding a distinct character and flavor that is hard to beat. Though LALO started as a small-batch brand, demand has since skyrocketed thanks to its clean taste and smooth texture.
Recently, we caught up with Lalo to learn more about their journey and hear his advice for fellow entrepreneurs.
1. Why did you start LALO Tequila?
We started as a brand for our friends and family in our hometown of Guadalajara. After witnessing the enthusiasm of our community, we decided to share our passion with the world. The primary aim of LALO is to reintroduce people to additive-free and traditionally made blanco tequila, using an authentic and traditional story.
2. What obstacles did you face along the way?
What started as an obstacle, turned out to be a significant differentiator. We compete against a lack of transparency in the industry, as there is a misconception about how good tequila should taste. Blanco tequilas should have the taste of agave, not sweet vanilla, tutti frutti, or butterscotch. We are an additive-free tequila, not because it's a trend, but because it's the right thing to do.
3. What lessons do you have for other entrepreneurs?
Surround yourself with the right people. I believe that you should invest in people first before considering investing in any other channel. Building the right team is critical for the success of a company, and one way to measure how your company is doing is by looking at your team. If they left exciting jobs to join you, then you have something special and are on to something.
4. What’s on the horizon for LALO Tequila?
This year we prioritized opening the remaining US markets, meaning LALO is now a national brand that is available in all 50 states. Our goal is to continue growing in the new markets while keeping a strong presence in the established key markets.
5. How do you keep work/life balance? What drives/inspires you?
It's not an easy task to be quite honest, especially in the spirits industry when you are trying to build a brand. However, I try to include my wife in meaningful LALO events so that we can travel and experience the growth of LALO together. It has been super fun to watch the brand’s success alongside my wife.