José Valdez - Tequila Partida Maestro Tequilero

Elevated Magazines: You’ve spent over 20 years perfecting Tequila Partida — what does it mean to you personally to be the Maestro Tequilero behind what is considered the world’s highest-rated additive-free tequila, and how has your philosophy evolved over those two decades?

José Valdez: Being the Maestro Tequilero behind Tequila Partida has been both a personal and professional fulfillment. It is incredibly rewarding to see decades of dedication reflected in the brand’s prestige and recognition for quality and consistency.

What brings the greatest pride is not only the growth of the brand, but also the growth of the people behind it. This journey has required resilience, discipline, and continuous learning, but it has also delivered meaningful achievements—especially establishing a strong presence in the U.S. and expanding globally with the support of our home, Lucas Bols.

At its core, our philosophy is grounded in people. Businesses are built by people, for people, and that human element must always be protected. Over the years, we have built a culture centered on dignity, equality, honesty, discipline, and an unwavering attention to detail—especially the details that are invisible to the consumer but critical to quality.

Every batch we produce carries our name and our reputation. We understand that true quality extends beyond the liquid—it lives across the entire value chain: from agave farmers and jimadores, to distillery teams, logistics, distributors, and hospitality professionals. When all of these elements come together, they create not just tequila, but meaningful experiences.

Tequila Partida allows consumers to celebrate responsibly, with the confidence that they are enjoying a product of the highest quality—100% natural and additive-free, made only with agave and deep volcanic well water. Our tequilas are clean, authentic, and have proudly been additive-free since 2005.

Partida sources its agave exclusively from the Amatitán Valley in Jalisco — a region less commonly discussed than the Highlands. What makes that terroir so distinctive, and how does it express itself in the final spirit?

All the agave used in Tequila Partida comes from the heart of the Tequila Valley, specifically the Tequila town region, where our distillery is located. This area is historically significant—it is the birthplace of tequila, where both agave cultivation and the first distilleries originated over 400 years ago.

This terroir is distinctive and central to our identity. We work exclusively with fully mature, high-quality blue agave grown in this volcanic soil, which contributes to the tequila’s signature profile.

The purest expression of this terroir is found in Tequila Partida Blanco, which serves as the foundation for all our expressions. Its profile reflects the region: mineral and earthy notes from the volcanic soil and water, herbal freshness from the agave, and natural sweetness derived from its inulin and sugars.

Additionally, our open fermentation environment—surrounded by citrus, pomegranate, and mango trees—contributes subtle citrus and tropical fruit notes such as pink grapefruit, orange, lemon, mango, and pomegranate. These elements together create a balanced and authentic expression of the Tequila Valley.

The additive-free movement has become a significant conversation in the ultra-premium tequila world. How important is that commitment to Partida’s identity, and what do you say to consumers who are only now learning how common additives are in the category?

Tequila Partida has been additive-free since 2005—long before it became part of the broader industry conversation. For us, this commitment is fundamental, but it is also part of a larger philosophy: producing exceptional tequila through raw material quality and traditional processes.

We use only mature agave from the Tequila Valley, volcanic water, and time-honored methods—slow, low-temperature cooking, natural open-air fermentation with wild yeast, and careful distillation where only the heart is preserved. Our aging process is equally intentional, using fresh ex-bourbon barrels and extended maturation periods.

Today’s consumers are more informed and discerning. They are increasingly aware of what they consume and are more open to exploring premium, craft tequila. As a result, they can clearly recognize the difference between authentic, additive-free tequila and products that rely on artificial flavoring or heavy marketing.

Our role is to continue educating through transparency and to let the quality of the liquid speak for itself.

Walk us through the production process at Partida — from agave harvesting to bottling — and where the critical moments are that separate a truly exceptional tequila from a merely good one.

The production of Tequila Partida begins with rigorous agave selection. We evaluate multiple fields across the Tequila Valley, harvesting sample plants to test in our lab. Only agave that meets strict standards—minimum six years of maturity, at least 24% sugar content, and sufficient weight—is approved. If the agave does not meet these criteria, we continue searching. We never compromise at this stage.

Once selected, timing becomes critical. We prioritize freshness, beginning the cooking process within 24 hours of harvest. The jimador process itself is essential—only mature agave is harvested, and the leaves are cut precisely to preserve the integrity of the piña.

Cooking is done slowly over 24 hours at low temperatures (below 190°F) to preserve the agave’s natural character. Sugars are extracted using milling and volcanic water from our deep well, then combined into a must with at least 12° Brix.

Fermentation occurs naturally using wild yeast from the agave and environment, influenced by the distillery’s microclimate where the Mango, Pomegranate and citrics trees play a key role.. Each fermentation lasts approximately three days. Distillation follows in stainless steel pot stills with copper components, where we carefully isolate only the heart of the distillate, reducing undesirable compounds well below regulatory limits.

For aged expressions, we use fresh medium-toast American oak barrels previously used for bourbon. Our approach is defined by three principles: using fresh barrels sourced directly from distilleries, extending aging times beyond industry minimums, and bringing fresh ex-bourbon and sherry/single malt barrels regularly to maintain consistency and quality.

Every step is deliberate—each decision contributes to the final profile and defines the difference between good tequila and exceptional tequila.

Tequila has undergone a remarkable elevation in the eyes of collectors and connoisseurs over the past decade, moving from party drink to genuine sipping spirit. How do you see Partida’s role in that cultural shift?

Tequila Partida has been aligned with the category’s elevation from the very beginning. As the original additive-free tequilas, the brand has always emphasized purity, transparency, and traditional production methods—well before these became defining attributes in the premium segment.

This has positioned Partida as both authentic and foundational within the category. Rather than pursuing overly stylized or exaggerated profiles, we focus on balance, clarity, and a true expression of agave.

That approach resonates with both experienced connoisseurs and new consumers discovering tequila as a refined sipping spirit.

For someone discovering Partida for the first time, how would you recommend they experience it — neat, with food, in a cocktail — and is there a particular expression that best represents everything the brand stands for?

For someone discovering Tequila Partida for the first time, I recommend experiencing it neat. This allows the full character of the tequila—its aroma, body, and flavor—to be appreciated without distraction.

Using proper glassware, such as a Riedel tequila glass, wine glass, or cognac glass, enhances the experience significantly compared to a traditional shot glass.

Tequila also pairs exceptionally well with food, from appetizers to desserts. Exploring different expressions—Blanco, Reposado, Añejo, Cristalino, Roble Fino, and our Extra Añejo Elegante—offers a complete understanding of the brand’s range and craftsmanship.

The ultra-premium spirits market is increasingly crowded with celebrity-backed brands and heavy marketing. How does Partida distinguish itself in that environment, and what does staying true to craft mean when the commercial pressures are significant?

We focus on letting the liquid speak for itself—“liquid to lips” is central to how we build the brand. Rather than relying on celebrity endorsements, we prioritize credibility within the agave and bartending communities, collaborating with respected tastemakers who engage consumers authentically.

Staying true to craft in a highly commercial environment requires discipline. It means protecting production integrity, maintaining consistency, and making decisions that support long-term brand value rather than short-term visibility.

This approach may be less flashy, but it builds trust—and ultimately, more sustainable growth.

Elevated Magazines covers the intersection of luxury living and exceptional taste — from extraordinary estates and superyachts to fine dining and rare vintages. Where does ultra-premium tequila fit in that world, and who is the Partida drinker in your eyes?

Ultra-premium tequila has earned its place in the world of luxury, though it expresses it differently. It is less about ostentation and more about provenance, craftsmanship, and purity.

Like a rare vintage or a chef-driven tasting menu, tequila reflects its origin, process, and time. It naturally belongs alongside fine dining, curated travel, and elevated experiences, especially as consumers shift toward more intentional and meaningful luxury.

The Partida drinker embodies this mindset. They are informed, discerning, and value authenticity over hype. They appreciate the nuances of agave and gravitate toward brands that are transparent and consistent—whether enjoying tequila neat or in a thoughtfully crafted cocktail.

Looking ahead, what is the next chapter for Tequila Partida — are there new expressions, aging experiments, or innovations you can share with our readers?

The next chapter for Tequila Partida includes several key initiatives:

First, we are introducing a Single Barrel Reposado High Proof this 2026, with a limited selection of barrels offered to exclusive clients. These will feature extended aging and varying proof levels, including barrel strength.

Second, after more than 20 years, we are evolving our bottle design. The new format will be introduced in 2027 across the core range, reflecting a modernized identity while respecting our heritage.

Finally, we are accelerating our global expansion. Once limited to the U.S. and Mexico, Tequila Partida is now available in twelve markets worldwide, continuing our journey to establish the brand as a global benchmark for additive-free tequila.