Jorge Radillo shared their story and experiences with us recently and you can find our conversation below.
Good morning Jorge , we’re so happy to have you here with us and we’d love to explore your story and how you think about life and legacy and so much more. So let’s start with a question we often ask: What are you most proud of building — that nobody sees?
Honestly, I’d say it’s the perseverance it’s taken to build my business from the ground up—especially in the distilled spirits industry, which is incredibly competitive. There’ve been plenty of challenges, and more than a few rejections along the way. People have told me flat-out that a small business like mine wouldn’t survive in this space. But I’ve kept going, and I’m doing everything I can to prove them wrong.
It’s definitely been one of the toughest things I’ve ever done. The level of grit and determination it takes is on a whole different scale. But even with all the ups and downs, I haven’t given up—and I’m proud of that.
Can you briefly introduce yourself and share what makes you or your brand unique?
I was born in Tonaya, Jalisco, Mexico—a beautiful town often called the Land of Mezcal. It’s a place with deep agricultural roots, especially known for cultivating blue agave. That heritage really shaped me. I’m am the proud owner of Tonaya Spirits, an importer and distributor of distilled spirits, specifically manufactured from Tonaya, Jalisco.
Everything I represent is made in Tonaya and imported directly from there. The mezcal we offer is crafted in small batches using traditional methods—like roasting in conical pits and distilling in copper pot stills. That process gives it a smoky, complex flavor that’s smooth and really stands out. It’s artisanal, and I truly believe it offers incredible value for the quality. And that is the reason why I took the leap of faith to import and distribute our products in the current competitive market.
I wanted to share the rich heritage of Tonaya with the world—especially outside of Mexico. There’s so much heart and tradition in the way mezcal is made there, and I felt it deserved a bigger spotlight. I also wanted to challenge the status quo. A lot of the mezcal on the market comes from big industrial brands, and I think there’s room for a small business like mine to shake things up by offering something more authentic and traceable.
My determination is still tested each day! It hasn’t been easy, but I’m excited to see where this journey takes me.
Okay, so here’s a deep one: What’s a moment that really shaped how you see the world?
One moment that really shaped how I see the world was when I decided to start Tonaya Spirits. I was standing in my hometown of Tonaya, surrounded by the agave fields I grew up around, and I realized how much tradition, craftsmanship, and pride goes into every bottle of mezcal made there. It hit me that this wasn’t just a product—it was a story, a legacy.
That moment made me see the world differently. I saw the opportunity to connect the origins of what consumers consume, and how powerful it can be to bring something authentic to the table. It gave me a sense of purpose—not just to build a business, but to represent my roots and challenge an industry that often overlooks small producers. That’s when I knew I had to take the leap, even if the odds weren’t in my favor.
If you could say one kind thing to your younger self, what would it be?
I think I’d tell my younger self, “Trust your instincts, and don’t let doubt—yours or anyone else’s—slow you down.”
Growing up in Tonaya, I didn’t know I’d one day be building a business that connects my hometown to the world. But looking back, every challenge, every moment of uncertainty, was preparing me for this. I’d remind myself that the road won’t be easy, but it’ll be worth it—and that staying true to where you come from can be your greatest strength.
Alright, so if you are open to it, let’s explore some philosophical questions that touch on your values and worldview. Is the public version of you the real you?
Not entirely- I am an introvert at heart, which is not helpful to the industry I am currently in. I used to get really anxious talking to new people or pitching to customers. Honestly, I still do sometimes. But what helps me push through is remembering why I started this business in the first place. That purpose gives me the energy to keep going, even when I’m facing rejection or tough conversations.
One thing I’ve learned is that it gets easier with practice. Every time I put myself out there, I grow a little more confident. And for every ten rejections, there’s usually one acceptance—and that one opportunity can make all the difference.
Okay, so let’s keep going with one more question that means a lot to us: If you knew you had 10 years left, what would you stop doing immediately?
Honestly? I’d stop chasing things that don’t feed my soul. I don’t think I’d continue with the business—I’ve poured so much into it over the years, but at this point, I feel a strong pull toward living rather than just working. I’d shift my focus entirely to what matters most: my family, my health, and the experiences I’ve always dreamed of.
When you imagine a finite timeline, everything sharpens. You realize how much time you’ve spent on things that don’t bring joy or meaning. I want to live with intention now—to be present, to connect deeply, and to leave behind not just resources, but memories and values that my family can carry forward.
Contact Info:
- Website: https://www.tonayaspirits.com/
- Instagram: https://www.instagram.com/tonayaspirits/
- Facebook: https://www.facebook.com/profile.php?id=61577936304051&mibextid=wwXIfr
- Other: https://www.instagram.com/reel/DLIzQgZTUy6/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
Video of recent tasting event of product
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