Pamela Maria De La Luz, Founder & CEO

Born near Jalisco, Mexico, the youngest of eight siblings, I have always cherished the memories of holidays, birthdays, and special occasions filled with family, friends, and tequila. Tequila is deeply woven into my heritage and culture, making our family gatherings truly memorable.

After studying Fine Arts at the Bellas Artes Institute of Mexico City, I moved to Los Angeles. There, I began working at one of the largest liquor chains, immersing myself in the world of tequila. My passion for promoting the tradition and heritage of my culture led me to quickly become a tequila expert. I researched the intricate process of making tequila and evaluated its taste by trying every bottle I could find. I then sold the tequilas I loved the most, which resonated with others as well.

Over the years, I’ve had the honor of meeting many key figures in the tequila industry, bonding over our shared passion for this exceptional spirit. This journey has made me one of the top tequila sellers in Los Angeles, earning me the nickname “The Tequila Lady.”

When I first entered the tequila industry 20 years ago, most tequilas were pure, clean, and free of artificial elements, with a slow natural purification process that gave them their unique and special taste. This is what my friends, family, clients, and I love about tequila.

However, the industry has changed, with many brands now mass-producing tequila and commercialized by celebrities for profit. This shift means a new generation of people have no idea how tequila is supposed to taste.

That’s why I founded AgaveLuz Organic Tequila. My mission is to bring back the tradition of authentic, organic, small-batch tequila. At AgaveLuz, we craft tequila the way it was made over 100 years ago, ensuring an exceptional tequila experience. Our dedication to quality and heritage allows us to offer a product that truly represents the authentic taste and artistry of tequila-making.

AgaveLuz stands out not only for its quality but also for its commitment to sustainability and community. We use organic agave and sustainable farming practices to ensure our tequila is not only the best-tasting but also the most environmentally friendly.

Beyond my passion for tequila, I am deeply committed to animal welfare. Combining my two loves – tequila and saving animals – AgaveLuz donates a portion of its proceeds to the Humane Society. I also spend a significant amount of time volunteering for the Humane Society, helping to support and rescue animals in need. This dedication to both the craft of tequila and the well-being of animals defines who I am and what AgaveLuz represents.

Join me in celebrating the true Mexican tequila tradition with AgaveLuz. Salud!