The slow, methodical process of harvesting blue agave to aging the final product is no small feat. What is riding on this liquor is a billion-dollar industry. Everywhere you look, brands and celebrities are toting their tequila, claiming it is the best of the best. But, how do you really know? How do you know when you take a sip from the bottle, the flavor profile will reveal a sweet yet smoky bite, and the label enveloping the glass is one you can trust? Maybe going back to the beginning of it all is a start.
Centuries ago, the Olmecs, an early civilization that inhabited Mesoamerica, fermented agave to create the milky, sour liquid known as pulque. This predecessor of tequila would later be transformed by the Mayans and Aztecs to become the liquor people today know and love. These Indigenous communities of modern-day Mexico and Central America, along with their ancestors, are the true titans of the tequila industry. Billions of dollars rest on what was discovered and cherished centuries ago. It must be good too if people are still investing their time and taste buds.
Suerte Tequila, a Boulder brand that is sticking to tequila’s faraway roots, prides itself on its authenticity, innovation, and delectability. “Suerte doesn’t rush into trends. We let the liquid lead the way,” explains Co-Founder and President of Suerte Tequila, Laurence Spiewak. The liquid trail once again leads back to Mexico, specifically a family-owned distillery in Atotonilco El Alto. Suerte partners with the distillery to source local ingredients, growers, and natural spring water, utilizing sustainable solar technology to fuel the process. “Suerte pays tribute to tequila's roots by staying true to traditional methods—including slow-roasting agave and using a two-ton Tahona stone to crush every piña over 24 hours, yielding deeper, more nuanced flavor,” says Laurence. “Our agave comes from our own fields and trusted growers, ensuring quality, sustainability, and respect for the land, product, and people who make it all possible.”
It is not just partnerships abroad that have helped the company grow. The Boulder community has inspired strength and passion in Suerte’s team. Laurence elaborates on this: “From the very beginning, Boulder didn't just support Suerte—it embraced it. What started as a small batch passion project quickly found a loyal following in this town that values craft, quality, and authenticity.” Boulder shows up when it needs to, rallying behind one another during the best of times and the hardest. “That grassroots energy became part of the brand's DNA. Suerte isn't just from Boulder—it feels like Boulder.”
It’s a competitive market, but Suerte is a standout. The love, craft, and care put into each bottle is reason enough to add it to your shelf. Over 100 Boulder restaurants, bars, and liquor stores carry Suerte, so there is no excuse not to try it. In addition, the brand has gained national recognition and continues to develop and release innovative products. Suerte’s most recent Black Label release was inspired by a team trip to the distillery where they sampled tequila from an 11-year-old barrel. “We hadn't released anything like this before, so why not surprise our fans with something totally unexpected and unique?” Laurence remarks. Luck is in their name, and Suerte’s goal is to share both with the world. “Our mission has always been, and will always be, creating the most delicious tequila.” Cheers to that.
To learn more, visit DrinkSuerte.com.