PaQuí, a new luxury tequila, hits the upscale spirits market in California to rave reviews from bartenders and consumers alike, announced Javier Martinez, President & CEO of Tequila Holdings, Inc., distillers and importers of PaQuí (Pa’key).

“We are extremely proud to bring PaQuí to the American luxury tequila market,” says Martinez.  “This is the first luxury tequila developed and produced specifically for U.S. upscale consumers looking for a new and exciting tequila experience.”

“Conceived nearly three years ago, PaQuí Tequila is the result of extensive research where we learned that the high-end tequila experience is about celebrating and having fun with an authentically Mexican tequila,” says John Chappell, Vice President, Brand Development.” PaQuí, whose name means “to be happy” in the native Aztec language, is deeply Mexican and captures the sense of adventure the drinker is seeking. The luxury tequila drinker also cares intensely about quality so we went out and hired the best Master Distiller to create an outstanding tequila. The result is PaQuí Silvera, a distinctive tequila that expresses the essence of blue agave with an inviting, flowery aroma and exquisite taste.”

PaQuí’s lively and crisp taste takes the tequila experience to new heights.  PaQuí is handcrafted in small batches in the town of Tequila, Mexico, where our master distiller uses an elaborate process called Selective Distillation.  This costly process separates the heart of the distillation and selects only the superior flavors and aromas, leaving a very pure tequila of exceptional character and drinkability.

“In the short few months since we have started distributing PaQuí, we have seen a quick and steady rise in demand,” says Larry Steitz, Vice President, Sales & Distribution.  “The brand has been received very favorably by bartenders and consumers alike.  The luxury tequila market is ready for a new brand that actually delivers a superior tasting liquid, along with a beautiful package.  PaQuí’s struck a chord among discriminating drinkers who appreciate quality and authenticity.


PaQuí Tequila is the brainchild of Dr. Javier Martinez, Founder & President of Tequila Holdings, Inc., owner of PaQuí Luxury Tequila.  Made from only the finest 100% blue agave and distilled by masters in Mexico’s Tequila Valley, PaQuí is the result of years of research and development devoted to the creation of a superior luxury tequila for the discriminating American consumer.  PaQuí’s Selective Distillation process ensures that only the finest flavors and aromas of the agave are selected to create the crisp and aromatic PaQuí Silvera, one of the finest tequilas ever created.

Dr. Martinez is considered an authority on all issues pertaining to the tequila industry from production to regulation and marketing.  He served for two consecutive terms as the head of the International Affairs Committee of Mexico’s Tequila Regulatory Council in 2001 and 2002, an internationally recognized private, nonprofit organization dedicated to protecting and promoting the quality, culture and prestige of tequila in Mexico and throughout the world.  His family has been involved in the liquor industry in Mexico at the wholesale and production levels for over 40 years.

John Chappell, Founder & Vice President Brand Development of Tequila Holdings, Inc.  He is a senior marketing executive with over twenty years experience building brands in the alcoholic beverage industry. He has conducted growth strategies, brand turnarounds and new product development for major brands throughout his career. He served as Senior VP Marketing at United States Beverage and prior to that was VP Marketing at Banfi Vintners. He also served as VP Brand Development at Boston beer Company during its most rapid growth phase and dominance in the craft beer segment with the Samuel Adams brand. As Director Brand Management at Labatt USA, Mr. Chappell developed the growth strategies that resulted in the turnaround of Rolling Rock beer. He started his career at Pepsico working on the marketing of Stolichnaya vodka. He holds a degree from the University of Virginia and an MBA from the JL Kellogg Graduate School of Management.

Larry Steitz, Founder & Vice President of Sales & Distribution for Tequila Holdings, Inc.  Mr. Steitz has extensive sales and marketing experience in the beverage industry (wine and spirits) in both wholesale and supplier channels. Mr. Steitz served as General Manager of Haas Bros. Distributing in Northern California, and as Vice President of Sales for Jim Beam Brands covering the east and west coast markets. Mr. Steitz has valuable hands-on experience in the development of spirit products and the development and execution of marketing and sales strategies. In addition to his involvement in the wine and spirits industries, Mr. Steitz was the managing partner in the Fresno Falcons, Inc., a professional hockey team that plays in the West Coast Hockey League.  Mr. Steitz attended California State University Fresno.

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Source: PaQuí Tequila press release

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