Speaker 1: 0:07

Welcome to the Bubble Lounge. I'm Martha Jackson and today is National Tequila Day, and I can't think of a better way to celebrate than by sitting down with one of the founders behind one of my absolute favorite tequila brands, sucora Tequila. These Dallas founders launched their company in 2020 right as the world was shutting down, and somehow managed to turn a wild idea into one of the fastest growing tequila brands out there. You've probably seen Sakura popping up at your favorite local spots and most recently, on American Airlines flights. Yes, I ordered it on my flight this week and I felt extremely on brand.

Speaker 1: 0:43

But here's the twist this isn't just another tequila story. With every case of tequila they sell, they donate a case of water to orphanages and nursing homes in Jalisco, mexico, through their case-for-case program. And while they're not the type of guys to shout about it from the rooftops, trust me, it's a huge part of what makes the brand so special. Get ready for a fun behind the scenes conversation with Pablo, one of the founders of Socorro, who is bringing heart hustle and really good tequila to the world, one bottle at a time. Let's pour a glass and jump in Pablo. Welcome to the show.

Speaker 2: 1:16

Thank you for having me. It's you know, today, my purpose, because it's National Tequila Day. Yes, by the end of this podcast, you're not going to be Martha, you're going to be.

Speaker 1: 1:28

Martita, martita, I like that.

Speaker 2: 1:30

Like it, I like it I think that's cute.

Speaker 1: 1:32

Well, I have to tell you how I found out about Socorro, because I have been dying to meet you guys. Two years ago, I think it was, I saw a write-up from my friend, kirsten Redding, and Park City's People newspaper about these two local Dallas guys that started this tequila company and it just really caught my eye. And then my husband and I went to the liquor store and we bought four different tequilas, including Succorra. We went home and he did a blind taste test for me, so I had no idea what I was drinking. And there's this certain one that I remember smelled really gross and it came in dead last of our little contest. Yours, however, came in first, and I was so surprised to find out the one that smelled bad and tasted bad was a certain tequila brand that we're all brainwashed to think is the Be All, end All.

Speaker 2: 2:21

That is amazing to hear. You know there's music in my ears every time somebody talks to me about tequila and then they say something so cool like that almost bring, you know, tears to my eyes. We put so much energy and time into making our juice and you know the way that you did. It is actually how we sell our stuff. All the time, you know, we go to buyers and be like, just taste it, and not only that, but taste it, and not only that, but taste it against whatever you already have or whatever you already like, and then I wish I can tell you a hundred percent winning trade, but it's 90%, so I'm okay with that Really close.

Speaker 1: 2:55

That's really cool. Well, I absolutely love your brand so much that you guys did a little sponsorship for our six-year anniversary party last year and you created two signature drinks for my party and everyone got such a kick out of it. They absolutely loved it. But I want to know how it all started. How do you even come up with creating your own tequila brand?

Speaker 2: 3:16

You probably heard this before, but usually, you know, for us it was passion, right? Yeah, we had a big passion, josh, which is my business partner and myself. We don't have a lot in common, obviously you can tell by Max and I'm not from here, but we had one thing in common, which is the love for agave spirits and tequila mainly. So I was working for a big distributor here in Dallas, number one in the US, and I was managing the multicultural market for Texas and Josh was selling tequila for the central US, for another brand.

Speaker 2: 3:55

We met this way. We met selling. He came into our GSM, which is a general sales meeting, and he said who wants to work with me? And I said, I raised my hand, I said I want to work with you and let's go sales and tequila together. So that's how it started, the friendship work relationship. And you know, one night this was early 2018. Josh and I already met for like knew each other for about two and a half years, almost three years, and, um, you know we as as part being part of the industry alcohol industry you get to enjoy some tequilas here and there, I would think so.

Speaker 2: 4:31

So, yeah, you go and you work one restaurant and have one, and they go to the next, next restaurant, have another one or two, and you know, by the end of that day, um, we probably see too many restaurants and uh, which restaurants which is a fun part of selling alcohol or tequilas in this case. I told Josh. I said how about if we stop selling other people's juice and then see if we can start our own? Within two seconds Josh went hell, yeah, let's do it, let's do this, let's do it, let's do this. You know, when you are meeting with friends or having fun and then you daydream about opening a restaurant, open a business and just stays there on that conversation, yeah, Next day I call him. I said, Josh, are you really into this idea or we're just daydreaming? And he said I couldn't stop thinking about it since last night.

Speaker 1: 5:24

It was meant to be.

Speaker 2: 5:25

That same day, we booked a trip to Jalisco and the highlands of Jalisco, mainly to figure out if this dream was doable. And you know, we took another trip and another trip and then we realized it was doable. Now we're probably closer to 2019. After many, many trips finding, knocking on distilleries, we're just two guys from you know. None of us come from money or saying like, hey, we don't have this $3 million to open this company or whatsoever. So we find an amazing place to be living our mission and what we want to do. And here we are. We just turned five years in April. So in the market, oh, wow, Okay.

Speaker 1: 6:09

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Speaker 1: 6:49

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Speaker 2: 7:27

Me 100%, yes, 100% me. But he has a very good attitude.

Speaker 1: 7:35

I can imagine.

Speaker 2: 7:36

Yeah, we go very, very happy. We're very happy drunk people.

Speaker 1: 7:40

Well, what's the proper way to drink Socorro?

Speaker 2: 7:43

The way that I drink it, the way that I love drinking. I usually drink Blanco. Blanco is my cup of tea. I tell people Blanco is the one that I abuse all the time. So Blanco, ice and Topo Chico. No lime, I don't like a lot of lime on my tequila. I like to taste the tequila, so that's how I drink mine. But I mean Socorro, it's so mixable Palomas, margaritas, even espresso martinis. So if you're a tequila drinker and don't want vodka in your espresso martini, ask for it with tequila. It's delicious.

Speaker 1: 8:16

Yeah, I've never heard anyone do that.

Speaker 2: 8:18

Yeah, you get two uppers right. You get tequila, which is naturally an upper, and then you get coffee, which is naturally a napper and then you get coffee. So you're really hyped up, yeah.

Speaker 1: 8:26

Okay. Well, what's the most unexpected or crazy place you've seen? Sikora being served.

Speaker 2: 8:32

This is a great question. Now, this year, obviously, this has been something that we have grown little by little. We actually, I told you five years ago, we launched in April of the pandemic. So first month of the pandemic was March and then we launched in April. So it was crazy. So our main story or main plan was to attack restaurants and that way we can, you know, have people requesting our product and liquor stores and grow that way. But obviously restaurants were all closed. So we went to mom and pop's liquor stores and you know, try to do that, hold like hey, let me taste you here and there. But you know, going back to the question, you know now we find socorro in so many places.

Speaker 1: 9:20

I know I see it everywhere.

Speaker 2: 9:22

But you know, I was in Houston not too long ago and then I walk into this restaurant and then Socorro was there and then people loved it, and then it's so. It was a Mexican restaurant with seafood. It's like seafood from Sinaloa, which is even crazier to think about, right, and then none of our team members sold it, it was just there. So that was exciting. That was yeah. Obviously I had a couple.

Speaker 1: 9:49

I would think so. So when you go into a restaurant and you see it, do you say that's my tequila?

Speaker 2: 9:54

You know I try to be quiet.

Speaker 1: 9:55

I feel uncomfortable.

Speaker 2: 9:56

You don't want to draw attention to it. No, I don't want. I say I'm with Socorro. I don't say I own Socorro. It feels to me like I'm proud of it. But I'm not just like I usually say, like, oh, I work with Socorro and keep it on the low, I don't blame you, I don't blame you.

Speaker 2: 10:13

Sometimes, when I'm selling it into a liquor store, people ask me hey, can you sign my bottle? And I'm like I could, I will, but like I'm not used to it, so you, you know it feels like, um, how you call it?

Speaker 1: 10:30

imposter syndrome? Imposter syndrome, yeah, a lot of people have it so. So, since it's national tequila day, let's talk about tequila in general, just the different kinds and the whole process going from plant to our glass. How does it all happen?

Speaker 2: 10:46

One of the reasons why tequila is so cool or like any agave spirit in reality, is because of the process is so long. Think about it If you plant the agave today, it's going to take you between five and six years just to harvest it. Oh, wow, so it's different, right? If you think about wine you got the plant, the plant grows, takes about four years five years for that vine to give you good grapes, but then you don't kill the plant. You harvest grapes out of the same plant every year. Okay For agave, for you to harvest it you have to kill the plant. Oh, okay, so you have to, you know, grow a new one. So that's amazing to think about. Only. But then that's the stars, right?

Speaker 2: 11:27

You plant an agave, you use Tequilana Blue Weber, which is the only agave plant that you use to make tequila. Obviously, you hear blue agave all the time, so 100% blue agave. Then, after you harvest this plant, then you gotta transform. You take all the leaves out of the plant and then keep the corazón, or the heart of the plant, called piña, and then you cook that piña and then this cooking process you transform all the starches into sugars and after that you separate those sugars from the fibers and then you use that to start the fermentation process.

Speaker 2: 12:05

There's different ways to cook agave. You know the most traditional is going to be it's called a traditional brick oven, which you think about this room becoming an oven. So it's made out of bricks or adobe or volcanic rock. So you cook that. We cook it in the oven for about 48 hours. Then you have an autoclave, which is same, cook the same way, which is steam, but think about a pressure cooking pot, so there's no room for the steam to go away, so it cooks faster, so in about eight hours. And then the last one is a diffuser. So you heard diffusers, like you know more on the chemical process kind of stuff. So I would say stay away from diffuser tequilas. But you know, at the end of the day you drink what you like. So you know. After that, you know the fermentation takes about four days and then you grab the fermentation process and you take that juice and then do a distillation. By law, tequila needs to be distilled twice, um, and you distill this, the juice, twice, and then you get tequila.

Speaker 1: 13:11

So wow, that's it, huh yeah, only yeah.

Speaker 2: 13:16

It's, it's uh, it's fascinating. You know, yeah, if you, if you really are into tequila and want to know more, there's so many good videos on Instagram or YouTube for you to go look. But if you're really, really into it, yeah, come to Jalisco.

Speaker 1: 13:33

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Speaker 3: 13:53

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Speaker 1: 14:24

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Speaker 2: 15:10

So you got in bylaw again. I'm going back to the law place. But you have five different barrels. So one's going to be Blanco, which is an age or age up to 59 days. Then you got reposado, which is going to be age between two months and 12 months. After 12 months and before three years that becomes an añejo, and after three years an extra añejo. Also you got one called joven, which is a blend of blanco and something else. So if you grab blanco and then add some reposado or some añejo or extrañejo, then that becomes a joven. So that's the fifth one. You don't see a lot of jovens out there, but they're catching up. People are making more jovens nowadays.

Speaker 1: 16:00

And tell me about this one that you brought.

Speaker 2: 16:02

Yeah, this one is our Socorro. We call it Reserva de Pablo. This is our five-year extrañejo. We did it because we turned five years this year and then we did a special release only 600 bottles and then you got one of them.

Speaker 1: 16:15

Mine is 513. I am so excited.

Speaker 2: 16:18

Yeah, you got to play that 5 and 13, and next time you're in the casino.

Speaker 1: 16:23

I love that. That's a great idea. Well, so tell me how you will be celebrating National Tequila Day. What will you be drinking? Where will you be? What are you going to be doing?

Speaker 2: 16:34

I will call this my second birthday. You know, april 14 is the first one and then July 24 is my second birthday. I celebrate like there is no other, not only because I'm so proud of the juice we make and I myself, you know, have the chance in this, out of the company, to have my hands on all the time. I go to Jalisco every other week, so I was there this week, I'm going again next week, so you know I'll be seeing all my restaurants, my favorites, and drinking tequila Neat. And you know, obviously you have to have some chips and queso and guacamole and all the good stuff that goes along with tequila. But I would say that's the best way Friends, family, tequila and great food.

Speaker 1: 17:18

Well, do you have a go-to toast that you like to say when you're sharing? You know?

Speaker 2: 17:22

you heard this one before. It's, like you know, arriba, abajo, al centro and adentro means to the top, to the bottom, to the center and inside. So probably that's the translation, but you know that's what I will say every time.

Speaker 1: 17:37

Oh, I love it. Well, so I was on an American Airlines flight this week and I'd already heard your really big news, and it's so exciting that they're now serving Socorro on American Airlines.

Speaker 2: 17:48

Isn't that crazy that is really amazing.

Speaker 1: 17:51

It's been so fun following you guys on social media for the past couple of years and when I saw that, I was so excited for you.

Speaker 2: 17:58

Small company. We're a tiny company. We're a tiny company from Dallas, texas, and we got to be in American Airlines. I was taking 4,724 flights a day.

Speaker 1: 18:14

Wow.

Speaker 2: 18:14

Isn't that insane.

Speaker 1: 18:15

I mean think about that exposure, but tell me about that process, because I know big corporations like that don't move fast. How long did this whole process?

Speaker 2: 18:23

take Took us a couple of years. So everything starts with a crazy idea. I was, as I go to Jalisco every other week and I'm on the plane usually I fly American. So I'm on the way there and I noticed that they don't have a tequila on the menu. Oh, not at all, not at all. And they haven't had tequila in a long time. Not at all, not at all. And they haven't had tequila in a long time. So I reached out to a good friend of mine and I know she used to work for American and I said give me a number, give me something that I can contact. So obviously we call that person. It's like you know, we happen to start an RFP, which is a process of finding the item for whatever they're looking for, and then we throw our name on the hat and it happened. That was two years ago and that person that was managing this RFP went somewhere else and they put everything on pause.

Speaker 3: 19:12

Oh no.

Speaker 2: 19:13

And then we have Lindsay, which is, you know, our.

Speaker 1: 19:16

I know Lindsay.

Speaker 2: 19:17

You know she's the best, she really is yeah.

Speaker 2: 19:19

She's very good at following up. So for the next year and a half, every month she sent an email following up on this RFP Right. And then she got an email this January saying, hey, we're taking this again and come and drop some samples tomorrow. And then we're like whoa, that was out of the blue, amazing. So we dropped some samples, we're in competition with another, I think seven or eight tequilas, some big brands and big corporations, and early March we got an email saying that we won, we got awarded a tequila. And then, you know, we asked the question how, and there's no one right. And then they say it was based on taste profile. We have, you know, we taste all the tequilas. And you went to the final. It was between you and another brand and then everyone tasted it and everyone voted for you. So you got the tequila. So it was amazing. It was a great day for us Insane to think about it, to think about it.

Speaker 1: 20:21

Oh my gosh, that just gave me chills Like I'm so excited for you and I love that they picked a smaller company. I know it was based on taste, but I'm a real big supporter of small local businesses and I like that they picked, you know, the smaller guy.

Speaker 2: 20:34

Me too. I'm excited Every day, you know. Like I said, I'm on a plane quite often and I see it in an order and then it's, it's I call the American Airlines dream, so you know. So it's insane to think about it.

Speaker 1: 20:50

I know, when I ordered it I said I know these guys that made this and the flight attendant just looked at me like I was crazy. But you know it's all good.

Speaker 1: 20:58

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Speaker 2: 21:55

So picture this I'm in Arandas, which is Jalisco, battling our thirst patch, excited as you can imagine. Right, we put all this work before we got to the place where we bought our first batch. And Josh calls me and he's like bro, they just closed every restaurant in Texas and, I think, the US. And then I'm like, okay, we still want to, you know, battle what we have in front of us, but, um, you know, we have to grab our, like I told you earlier, we have a business plan to attack restaurants. So we ripped that apart and we went to every mom and pop liquor store and every day we hustled, we leaned on, we were a shoulder for restaurants to cry on, because I would go to every restaurant every day. And $100 because you know people are in need of tips and stuff like that. So, and all these people I knew for a long time and they're all friends of mine, so I'm like I got to go support the people when they need it the most.

Speaker 2: 22:58

So, but in the afternoons, and you know we go sell to restaurants, I mean to liquor stores, and we did tastings. You know so many illegal tastings you have no idea. I won't tell, we won't tell anyone. We're in there wearing a mask, kind of like you want to try some tequila, and everyone was like, okay, yeah, and it was like, and that's how we did it. But you know, luckily I say this is all the time we live in Texas and within no time restaurants open at 75%, 50% and we're back on track selling to restaurants and it's been a success since year one. Josh is something that I really like. He says you never know who you are until you put your back against a corner. Either you fight or you just go down and you know. We saw what we had and we fought every day and we made it happen.

Speaker 1: 23:55

Yeah, I bet you learned a lot about both of yourselves during that time period.

Speaker 2: 23:58

It wasn't easy. It wasn't easy. I'm going to tell you a secret. I'm not very good, I'm not very organized, and Josh is very organized, and I was like we're splitting our things to do and I was like on charge of doing invoices and this and that, and you know I dropped the ball a couple of times and that's why Lindsay came into the picture and you know, save our marriage, if you can call it that way.

Speaker 1: 24:23

She's very organized. She's extremely on top of things. Very organized, she's extremely on top of things. Well, so, looking forward, what is next for you guys?

Speaker 2: 24:30

As we had to open other states, because we had to open states where American Airlines is a hub Think about Illinois, Florida, California. So we're going to start, you know, opening states little by little. A couple of weeks ago we were in Chicago and hopefully we can, you know, go to Chicago soon enough and, you know, put our head down and enjoy this right. I think the most exciting thing about selling tequila is actually doing it, actually selling it. So we don't want to open 20 states tomorrow because then we'll miss all the fun. I want to have the fun, right. I want to be in front of people, I want to train our team and if we go, if we grow too fast, then that's not the case.

Speaker 1: 25:15

Yeah, you can lose track of everything and it sounds like you're just kind of, you know, taking it kind of gradually and just enjoying every moment along the way, and I think that's awesome.

Speaker 2: 25:24

Thank you. Right now it's Texas, oklahoma, colorado, and then we open Tennessee early this year, and then it seems that we're going to add Chicago soon enough.

Speaker 1: 25:35

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Speaker 1: 26:36

Martha from the Bubble Lounge sent you. So, Pablo, I'm a big cocktail person. I absolutely love them. In fact, I will often pick a restaurant based on the cocktails that they have, if there's something interesting and unique and different, and pick a restaurant based on the cocktails that they have, if there's something interesting and unique and different. So we all know, you know, palomas and margaritas, we make those with tequila, but do you have anything interesting that most of us may not know about?

Speaker 2: 26:58

Great. First of all, I like your style. You know I usually choose vacations based on food and beverage more than whatever museum I got to go see. So you know my I'm gonna, and I'm gonna probably give you a recipe for a margarita, but I love this recipe because it's simple and it's unique. It's it's low carb, low sugar. It's my favorite, so I do. It's an easy to remember. So two ounces of tequila Usually I like blanco with reposado will be amazing as well then one ounce of lime juice and half an ounce of agave nectar oh okay, nothing else.

Speaker 2: 27:37

Obviously. Shake it hard. Okay, make sure that you get a little dilution into the cocktail and it's phenomenal. That's really good. You're gonna text me like Pablo has six of these already. Why are these so good? But everything else I love. You know one thing that is unusual, and then I think it eventually will catch up Tequila martinis, Just blanco, shaking hard on like a little bit of dry vermouth and a couple olives.

Speaker 1: 28:09

Nothing else, so good. Okay, I've been drinking martinis all summer long. I am going to order that next time.

Speaker 2: 28:15

Yeah, be like, do it with the blanco Obviously, only socorro, absolutely, and then shake it hard and then you're going to enjoy it. It's delicious, okay, I'm excited to try that.

Speaker 1: 28:25

What about as far as what kind of foods should we eat? What goes best with tequila?

Speaker 2: 28:30

So we're in the middle of the summer, right? Well, the summer is about to start, july. No, we're July 24th. So middle of the summer? Yeah, so I will say always seafood. I love a good ceviche with blanco. Ceviche goes amazing with blanco, but if you're looking for reposado en añejo, a good mole either chicken with mole or steak with mole would be delicious. I love lamb with añejo. There's so many different ways that you can, you know, enjoy tequila while eating, but I will concentrate in this time of the year and matching your blanco with an amazing fresh ceviche, even if the ceviche has a little mango or watermelon, even better.

Speaker 1: 29:10

Oh my God, that sounds amazing. Is there anywhere here in Dallas that you recommend for that?

Speaker 2: 29:15

Many places. You'll be surprised. We're not too close to the ocean, but our seafood is amazing in Dallas. And then there's so many Mexican restaurants that are doing some phenomenal ceviches. I like Jose. Jose is always for fresh aguachile or ceviche in there. It's always good, so that would be my place usually when I'm trying to eat something fresh like that.

Speaker 1: 29:35

That would be your place. Well, you know, I'm a native Texan, and so many of us. We don't understand that Tex-Mex isn't actually Mexican food, you know? Do you have any?

Speaker 2: 29:47

like authentic Mexican that you really like. So, if you notice, I didn't give you any recommendations. When it comes to chile con carne, I recommend chiladas, but Mexican restaurants well, there's this hole in the wall that I love those are the best.

Speaker 2: 30:01

It's right on Walnut Hill and 35. Okay, it's called El Paisano and it's crazy because you walk in there and it's almost like a cafeteria. They give you a tray and like you pick two sides and two stews, like kind of like guisado. They have like pork and green salsa and they have like picadillo and all that good stuff, that place, and then for, I think, less than $10, you get a full plate of amazing food. Oh my God, for, I think, less than $10, you get a full plate of amazing food. Oh my God. I usually go black beans rice, I love chicharron and salsa roja, which is really like a red sauce, and then I love the pork with the pork riblets, with the green salsa.

Speaker 1: 30:41

Delicious, and do they have cocktails at this place?

Speaker 2: 30:43

They have beer, so there are cocktails, but you know, beer is always fun to pair with with mexican food yeah sure I say all the time because when I'm at the distillery some after a long day, you know I would like to enjoy a cold beer. So I said all the time that it takes a lot of beer to make great tequila that's a great quote.

Speaker 1: 31:05

I love that. Speaking of restaurants, you guys have recently done something really special with someone.

Speaker 2: 31:10

Yes, our very good friends and amazing people from Duro Hospitality. So we launched, or we created between it's a great collaboration between them, myself and their staff. We did a joven tequila just for them. It's called Joven Duro Hospitality, or Duro, and it's in every restaurant. It's phenomenal, oh wow. It's a little bit different for us, very close to Socorro, it's just a little more peppered and it has a little añejo in there as well. So, yeah, who doesn't love Duro Hospitality? All the restaurants are amazing. Yeah, would you have a favorite from their group?

Speaker 1: 31:49

You know, I really don't. You're right, I mean, you can't go wrong with any of them.

Speaker 2: 31:53

Yeah, the Charles, you got it OG. You got to go in there at least a couple times a year to enjoy their food. But Mr Charles is.

Speaker 1: 32:01

It's phenomenal and I haven't been in a really long time time. Like you're giving me so many good ideas of what to drink and what to eat.

Speaker 2: 32:07

Yeah, you got to go on there and they just opened one in Fort Worth called the Chumlee, if I got it right, and then I haven't been there, but Josh has been there and he told me it's the best one. Yeah, so next time you're in Fort Worth I don't know how often- I'm a Fort Worth native.

Speaker 1: 32:21

Actually I have family there, so you got to go Another reason yeah, it's by the Crescent Hotel.

Speaker 2: 32:26

There's a new Crescent in Fort Worth, so it's in there. Oh wow, yeah, you tell me Maybe we'll go together. I know, you know when you're there, we can, you know, do the usual five cocktails before lunch and five cocktails after lunch.

Speaker 1: 32:37

I'm with you, I love it. I knew that we'd be best friends by the end of the show.

Speaker 2: 32:42

Yeah, see.

Speaker 1: 32:44

Oh my gosh, see, we went full circle with that one. Well, it has been so fun talking to you, pablo. Like I said, I've been wanting to meet you guys for two years now and you lived up to all my expectations.

Speaker 2: 32:56

It was great meeting you and I wasn't kidding about. Let's get together, let's do some good cocktail training and cocktail drinking anytime. I'm outside, out there every day, so you text me, pablo, where you are, I'll send you my restaurant location and then you come and join us for cocktails.

Speaker 1: 33:14

I love it. I am there. I'm all over that. Well, that's been another episode of the Bubble Lounge. I'm Martha Jackson and I'll see you next time.