El Tesoro is a tequila with soul. Hard-working and hand-crafted, it honours traditional processes to bring forth the true flavour of agave.
The accounts and statements in this document form the timeless DNA of the El Tesoro brand. These truths shape the brand and help to define its future direction.
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THE DECK
MOMENTS
EL TESORO IS A TEQUILA WITH SOUL
Hard-working and hand-crafted, it honours traditional processes to bring forth the true flavour of agave.
As a brand that believes in the old craft of tequila, there is a human touch to every aspect of El Tesoro, signified by the Tahona stone at its heart.
As a brand that believes in the old craft of tequila, there is a human touch to every aspect of El Tesoro, signified by the Tahona stone at its heart.
El Tesoro Timeline
1910 - 1927
Gradual abandonment of the family distillery due to the Mexican Revolution and the Cristero War, leaving the distillery destroyed
July 7, 1937
Don Felipe founds the La Alteña Distillery in Arandas in order to not waste his agave crops
1940
Don Felipe begins to sell 100% pure blue agave tequila under the brand name Tapatío.
1988
El Tesoro is founded by Felipe Camarena in partnership with Robert Denton and Marilyn Smith
1990
El Tesoro Muy Añejo is launched
1995
Carlos Camarena becomes the CEO and Master Distiller
1997
El Tesoro Paradiso is launched to commemorate the 60th anniversary, the first tequila to be aged in cognac oak barrels
1999
Fortune Brands acquires the brand
2012
The 75th anniversary of La Alteña
2014
Beam Suntory acquires Fortune Brands
Stories
HISTORY CELEBRATED
TREASURING THE CRAFT
La Alteña and the community
The highland location, the impact of terroir, and the community spirit of the distillery that all go into making a treasured tequila.
Three Generations
The Camarena family’s dedication to making tequila, a true treasure, through three generations, from Don Felipe to Felipe Camarena to Carlos.
The 1997 floods
The floods which resulted in the redesign of the natural water spring.
Award-winning quality
Truly recognized for its quality, receiving international recognition and numerous accolades, including being named named “The World’s Best Tequila” at the International Spirits Challenge in 2020, among many others.
People
El Tesoro
DON FELIPE CAMARENA
THE FOUNDER OF LA ALTEÑA
Don Felipe Camarena was born into a family that had distilled tequila since back in the early 1800’s. The family’s original distillery was destroyed and abandoned during the Mexican Revolution of 1910, so Don Felipe began his career by growing and selling agave plants to other distillers.
During a particularly harsh agave cycle, Don Felipe was unable to sell his highland agave because the local prices were so low. A practical man, he decided to follow in his grandfathers’ footsteps and build a distillery to use the crop that would otherwise spoil in the fields. Distilling the crop was a way to preserve it, and perhaps he could even find a market for it – or, if not, he could drink it himself.
On 7th July 1937, Don Felipe opened his distillery in Arandas, 20 miles from the previous family distillery. He named the distillery Camarena Hermanos, later to be changed to La Alteña. Don Felipe started distilling his own tequila, selecting only the ripest plants and using equipment from his family’s original distillery.
In 1938, he started to build another distillery nearer the town, to be closer to distribution. Two years later, in 1940, Don Felipe began selling tequila 100% blue agave under the name Tapatío.
Don Felipe later passed the business on to this son, Felipe J. Camarena.
During a particularly harsh agave cycle, Don Felipe was unable to sell his highland agave because the local prices were so low. A practical man, he decided to follow in his grandfathers’ footsteps and build a distillery to use the crop that would otherwise spoil in the fields. Distilling the crop was a way to preserve it, and perhaps he could even find a market for it – or, if not, he could drink it himself.
On 7th July 1937, Don Felipe opened his distillery in Arandas, 20 miles from the previous family distillery. He named the distillery Camarena Hermanos, later to be changed to La Alteña. Don Felipe started distilling his own tequila, selecting only the ripest plants and using equipment from his family’s original distillery.
In 1938, he started to build another distillery nearer the town, to be closer to distribution. Two years later, in 1940, Don Felipe began selling tequila 100% blue agave under the name Tapatío.
Don Felipe later passed the business on to this son, Felipe J. Camarena.
FELIPE J. CAMARENA OROZCO
THE FOUNDER OF EL TESORO
It was Don Felipe’s son, Felipe J. Camarena Orozco, who launched and commercialised El Tesoro. Having learnt the technique and trade from his father, he began applying his knowledge and skills. He became known as the ‘Camarena Engineer’ and took on the role of General Manager and later CEO of the company.
Originally, all tequila made at La Alteña was made with the Tahona. All of it was 100% agave and distilled to proof. Felipe J. started buying ex-bourbon barrels, which he filled and soon forgot about, creating a larger stock at different ages.
In 1990, Felipe J. entered into a partnership with American tequila importers Robert Denton and Marilyn Smith. At the time, there was not much of a market for aged tequilas, but when Robert and Marilyn tasted Felipe’s aged tequila, they knew they’d struck gold. Two products were launched – a Plata and extra Añejo – and shipped to the US where Robert and Marylin distributed the product from their care. This was the start of 100% agave at age.
La Alteña already had the Tapatío name, but they needed a new name that could work in the US. The name became El Tesoro – ‘the treasure’ – in honour of Don Felipe and the treasure of his legacy.
Felipe J. was a determined man who demanded people worked hard and dedicated themselves to what they did. Eventually his daughters and his son Carlos Camarena Curiel join the distillery as well.
Originally, all tequila made at La Alteña was made with the Tahona. All of it was 100% agave and distilled to proof. Felipe J. started buying ex-bourbon barrels, which he filled and soon forgot about, creating a larger stock at different ages.
In 1990, Felipe J. entered into a partnership with American tequila importers Robert Denton and Marilyn Smith. At the time, there was not much of a market for aged tequilas, but when Robert and Marilyn tasted Felipe’s aged tequila, they knew they’d struck gold. Two products were launched – a Plata and extra Añejo – and shipped to the US where Robert and Marylin distributed the product from their care. This was the start of 100% agave at age.
La Alteña already had the Tapatío name, but they needed a new name that could work in the US. The name became El Tesoro – ‘the treasure’ – in honour of Don Felipe and the treasure of his legacy.
Felipe J. was a determined man who demanded people worked hard and dedicated themselves to what they did. Eventually his daughters and his son Carlos Camarena Curiel join the distillery as well.
ROBERT DENTON & MARILYN SMITH
THE PREMIUM IMPORTERS
Premium importers Robert Denton and Marylin Smith discovered and named El Tesoro, and introduced it to the US market at the end of the 1980’s.
Prior to 1982, the only puro tequilas that were readily available in the United States were Herradura and Sauza Hornitos. Robert Denton and Marilyn Smith changed that when they discovered a small, family-owned distillery in Tamaulipas, Mexico, making 100% agave tequila under the brand names of Chinaco and Caliente. Soon after, both brands were being imported to the US, marking the beginning of the ‘premium’ tequila category.
By the end of the decade and armed with the tequila knowledge they gained through bringing Chinaco to market, the couple set out to find another brand to import. After visiting numerous distilleries and almost ready to give up, they made a visit to La Alteña. It wasn’t until they got to meet the Camarena family and taste their product that they understood the potential of El Tesoro, and knew they had found what they were looking for.
The first shipments of El Tesoro de Don Felipe came to the US in 1989 or 1990.
Prior to 1982, the only puro tequilas that were readily available in the United States were Herradura and Sauza Hornitos. Robert Denton and Marilyn Smith changed that when they discovered a small, family-owned distillery in Tamaulipas, Mexico, making 100% agave tequila under the brand names of Chinaco and Caliente. Soon after, both brands were being imported to the US, marking the beginning of the ‘premium’ tequila category.
By the end of the decade and armed with the tequila knowledge they gained through bringing Chinaco to market, the couple set out to find another brand to import. After visiting numerous distilleries and almost ready to give up, they made a visit to La Alteña. It wasn’t until they got to meet the Camarena family and taste their product that they understood the potential of El Tesoro, and knew they had found what they were looking for.
The first shipments of El Tesoro de Don Felipe came to the US in 1989 or 1990.
CARLOS CAMARENA CURIEL
THE CULTIVATOR
Carlos Camarena Curiel was born in Mexico City in 1963, the grandson of the legendary Don Felipe and the son of Felipe J. and María. Carlos spent his teenage years learning the art of distilling agave at La Alteña, working in various positions from the agave fields and bottling plant to distribution.
Upon graduating from Universidad Autónoma Metropolitana in Mexico City in 1988 with a degree in agricultural engineering, Carlos returned home imagining that he would work for the family business as a specialist in the cultivation of agave. But his father had other plans, and decided that his son would need to know more about the business than just its raw materials.
Carlos spent the next 18 years working between the office and distillery as well as the family’s cattle feed business before assuming his father’s role as CEO and third generation Master Distiller in 1995.
A traditionalist and an innovator, Carlos has consistently championed the founding craftsmanship of both his father and grandfather, whilst pushing the boundaries of tequila excellence. Under Carlos’ leadership, El Tesoro has received international recognition and numerous accolades.
Carlos and his wife, Mónica, currently reside near the distillery in the town of Arandas, Mexico. Together they have three daughters, Mónica Estefanía, María Fernanda and Karla Denisse.
Upon graduating from Universidad Autónoma Metropolitana in Mexico City in 1988 with a degree in agricultural engineering, Carlos returned home imagining that he would work for the family business as a specialist in the cultivation of agave. But his father had other plans, and decided that his son would need to know more about the business than just its raw materials.
Carlos spent the next 18 years working between the office and distillery as well as the family’s cattle feed business before assuming his father’s role as CEO and third generation Master Distiller in 1995.
A traditionalist and an innovator, Carlos has consistently championed the founding craftsmanship of both his father and grandfather, whilst pushing the boundaries of tequila excellence. Under Carlos’ leadership, El Tesoro has received international recognition and numerous accolades.
Carlos and his wife, Mónica, currently reside near the distillery in the town of Arandas, Mexico. Together they have three daughters, Mónica Estefanía, María Fernanda and Karla Denisse.
JENNY CAMARENA
THE APPRENTICE
Jenny is learning the tequila production trade. Like Carlos, she did not think she would be in the tequila trade.
She studied to become an architect – and she was working at the distillery, but nothing needed to be built. Carlos asked her one day: ‘What are you doing? Nothing. Go down and learn’.
Jenny discovered it is magic what they were doing at La Alteña. Over time Jenny will be in charge of the distillation area, with a ‘you never stop learning’ mentality.
She studied to become an architect – and she was working at the distillery, but nothing needed to be built. Carlos asked her one day: ‘What are you doing? Nothing. Go down and learn’.
Jenny discovered it is magic what they were doing at La Alteña. Over time Jenny will be in charge of the distillation area, with a ‘you never stop learning’ mentality.
Place
JALISCO HIGHLANDS
LA ALTEÑA DISTILLERY AND COMMUNITY
LA ALTEÑA
Translating to ‘The Lady from the Highlands,’ the distillery was founded in 1937 by Don Felipe Camarena in the Jalisco highlands, nurtured throughout the years by a community of committed families working at the distillery, bringing soul to the tequila.
The distillery is located 7,000 feet above sea level in the highlands of Arandas, Jalisco, known for producing some of the richest and finest tequilas ever made. La Alteña still honours the traditional way tequila was made over 80 years ago.
The distillery is located 7,000 feet above sea level in the highlands of Arandas, Jalisco, known for producing some of the richest and finest tequilas ever made. La Alteña still honours the traditional way tequila was made over 80 years ago.
THE IMPACT OF TERROIR
- Located next to a natural source of spring water, rich in minerals.
- The highlands provide fertile, mineral soil that is perfect for growing the blue weber agave, giving the tequila a less herbaceous quality, but high sugar content, resulting in a rounded, fruity and floral flavor of El Tesoro.
Liquid
House Style Liquid
TEQUILA WITH A SOUL
The treasure of tequila: a premium, agave-forward tequila with rich and complex flavours.
A true highland signature rounded, fruity and floral notes, honouring the traditional artistry of tequila making (a labour-intensive process):
A true highland signature rounded, fruity and floral notes, honouring the traditional artistry of tequila making (a labour-intensive process):
- Camarena Estate grown agave
- Tahona Crushed by hand
- Natural fermentation in open wooden vats with natural wild yeast
- Double distilled to proof
The Portfolio
Experience
THE FIRST SIP
DRINK TOGETHER
Best enjoyed neat, and on the rocks, to fully appreciate the rich and complex flavours.
For sessionable drinks (Carlos’ favourite), A light Paloma (ice, lime, and soda water with a grapefruit peel), or a well-crafted cocktail.
For sessionable drinks (Carlos’ favourite), A light Paloma (ice, lime, and soda water with a grapefruit peel), or a well-crafted cocktail.
‘The only wrong way to drink El Tesoro is to drink it alone.’
– Carlos Camarena
Personality
Personality & Behavior
SPIRIT & SOUL
VISIONARY
The start of 100% agave at age, El Tesoro has always been looking ahead, driven by the ingenuity and entrepreneurial spirit of three generations of the Camarena family.
ARTISANAL
El Tesoro is a hardworking, handcrafted tequila that honours traditional processes to extract the true flavour of agave and celebrate the ingredient in its purity.
SOULFUL
El Tesoro is a soulful tequila, full of craft, consideration and community spirit, always with a human touch.
A tequila that shows what it is. Who it is.
‘There is a human touch to everything.’
