JP De Loera

Tequila Nerd


Hailing from Guadalajara, Mexico and San Antonio, Texas, a career and love for Agave was inevitable. In 2008, JP began learning about tequila through agave growers, jimadores and master distillers. His love of tequila led him to travel the world, meeting top bartenders and mixologists. Inspired by the talent surrounding him, JP opened ‘400 Conejos’ a tequila and agave spirits cocktail bar in Guadalajara.

Wanting to share his knowledge and passion of tequila, JP joined Pernod Ricard Mexico in 2011, where he developed and executed global tequila education programs for Olmeca Tequila, including Tezon and Altos. The main focus was the development of bartenders around the world through the Tahona Society, coming together to exchange tequila knowledge, and its application in their bars. Each year, Tahona Society took the winning bartender from each Pernod Ricard affiliate to the international cocktail competition in Jalisco. He visited and led seminars in Ukraine, UK, Cuba, Kazakhstan, Russia, Greece, Turkey, USA, Canada, Austria further extending the brand equity of Olmeca Tequilas at phenomenal bars across these countries.

From 2012-2016, JP joined William Grant as Milagro Ambassador for Texas focusing on building the brand through media, creating events, educating distributors, consumers, food and beverage teams and top trade on tequila origin, production and cocktails. In 2016, he then went on to broaden his skillset with The Edrington Group as Market Manager. Moving from a marketing background to a commercial driven role for the first time, he managed the distributor relationship in Austin and San Antonio, Texas, both for on-premise programming and off-premise independents. The goal was to ensure a balance between distributor, consumer and accounts, ensuring growth of the entire portfolio, drive cases, create demand, and increase brand awareness.

A few notable accolades, JP received the “Técnico Tequilero” degree jointly from the Universidad Autonoma de Guadalajara (UAG) and the Tequila Regulatory Council (CRT), the official Tequila governing body. In addition, he holds a Master Taster through the Academia Mexicana de Catadores de Tequila, Vino y Mezcal AC as well as a third recognition from Cultura y Capacitación de Tequila.

JP’s expertise has been highlighted at some of the country’s most renowned cocktail events such as San Antonio Cocktail Conference, Tales of the Cocktail, Arizona Cocktail Week, Austin Food & Wine and New Mexico Cocktails & Culture. He has been featured on various media outlets including Telemundo Dallas & Indianapolis, Univision Dallas, Fox KABB San Antonio, CW Dallas, ABC KSAT 12 and San Antonio Express News, to name a few.