Digging for treasures: The beginnings of Hidden Gem Tequila
by Alfonsina Betancourt
It all started with a shared dream.
Sipping a good tequila after family meals became the new — and favorite — family tradition. Brothers-in-law Andres Siefken and Tracy Olson discovered that they shared a common passion: tasting a good tequila. They soon embarked on the path of finding their favorite ones. They gave bottles to each other, celebrated special occasions with a good sip, and expressed their impressions of the flavors and aromas. It didn’t take long until they started converting their friends from scotch, rum, or wine to fans of the beloved agave juice. Between sips of Añejos and Reposados, Andres and Tracy began to dream of transforming their love of tequila into a business that could help them spread the word of the Artisanal Tequilas that they were so passionate about.
Tracy Olson & Andres Siefken, founders of Hidden Gem Tequila
That sealed the birth of Hidden Gem Tequila. Because of the rise in tequila’s popularity, Andres and Tracy knew it was hard to keep up with all the big brands, the celebrity-endorsed bottles, and the highly distributed new names in the industry. They traveled to Mexico together and met with several families in the industry. That’s when they knew their calling was to help consumers back in the States understand the great pride and quality behind Artisanal Tequilas.
Besides being married to two sisters, their paths before Hidden Gem Tequila took them through different roads. Tracy, a Californian, found his calling in sports. With experience in various disciplines, from triathlons to waterskiing, it was in competitive cycling that he discovered his unique talent. From being on a pro team to managing a shop and later working as senior product manager at Cannondale Bicycles, Tracy realized he excelled at learning the technicalities to excellence. Ask him to describe how you pedal your way to success, and he will tell you all the parts involved and what makes each special. It is no surprise that he can describe the nuances of each tequila with the same level of depth that he used in his bike races. With decades of experience in sales, he has been very interested in the production process of tequilas and how to educate consumers about the product they are buying.
Raised in Latin America, Andres has vast experience in the corporate world. He was also a dedicated athlete in his youth, which initially inspired him to stay away from alcohol. His first job out of his MBA was as a global brand manager for Tequila Sauza, which initiated him into the Spirits industry and developed his love for tequila. Having had the opportunity to work as CMO and general manager for various companies in the food, beverage, and retail industry, Andres has experienced how consumers care deeply about the story behind a product, its causes, and brand values. He fell in love with the pride that stood behind each of the Artisanal distilleries they experienced. Andres knew each bottle was more than a container for a great liquid, and he wanted consumers to know about that and become the voice of those small-batch tequilas in the US market. A marketer at heart, Andres wanted to bring all his experience growing brands to help these Hidden Gems become available outside Mexico’s borders.
Making the dream a reality
Joining forces to start a company whose mission is to educate consumers about the rich heritage, unique profiles, and fantastic quality of Artisanal Tequila has become the way to fuse their passions and skills. Working closely with the family-owned distilleries has been an eye-opening experience for the HGT founders. The amount of pride, respect, and heritage that stands behind a process that has remained true to its traditions is entirely aligned with their values. “These companies haven’t been concerned about how big they are, but about making a high-quality product,” says Tracy. Hidden Gem Tequila looks to bring those until-now-unknown treasures to tequila lovers. They will offer plenty of content and opportunities for consumers to learn about the art behind tequila production, learn how each tequila’s aromas and flavors can be appreciated, and connect to all the stories behind each bottle. For those interested in a more immersive experience, Hidden Gem Tequila will host trips to Tequila, Mexico, where visits to the distilleries will be enhanced by the rich gastronomic, musical, and equestrian culture of Jalisco. Guides to host your tasting parties, possibilities of attending industry events, and lots of learning opportunities will delight tequila lovers who can experience for themselves the unique advantages of Artisanal Tequila.
Andres and Tracy in the agave fields
Both founders have discovered their unique Hidden Gems when starting the company. For Tracy, one of the most significant discoveries was to realize how so many of these small-batch distilleries still use the Tahona Wheel to crush the agave, a slow and non-cost-effective process. However, learning how that affects the quality of the product has only made him admire these companies even more. For Andres, the warmth and dedication these families pour into their products have been quite a big surprise and one of the reasons why he fell in love with the artisanal process.
Hidden Gem Tequila offers a carefully curated collection of artisanal tequila so customers can be sure that the product they are buying is held to the highest standard. Each sip holds a massive wealth of pride, heritage, family traditions, stories, and commitment to quality. They hope to become the bridge that allows customers across the United States and the world to enjoy it — one sip at a time, around tables of family and friends, toasting together, sharing their unique tasting profiles, and bringing the Artisanal Tequila experience to their own homes.
Cheers to Hidden Gem Tequila and the beginning of new family traditions!
To learn more about the criteria behind their carefully curated HIdden Gems, visit: Why Artisanal