Brand Ambassador Jaime Salas Shares His Love of Agave
Jaime Salas is Head of Advocacy for the Proximo Spirits agave portfolio. One the brands, Gran Centenario Leyenda Extra Anejo won Double Gold in the NY International Spirits Competition.
What attracted you to the industry?
My love for anything and everything agave related – the culture, the drink, the people – and the prospect of sharing my passion for the subject with others. The building of community in the hospitality industry around similar interests when it comes to drink culture, among other things, is equally rewarding.
How and why did you get started as a brand ambassador?
I was offered the opportunity to represent a tequila brand on the rise some 20 years ago, while living in California. The job was described to me, and it sounded great. I was unfamiliar with the term ambassador at the time as this was a new concept in general, especially when it came to the tequila category. I took a leap of faith and here I am today – still waxing on one of my favorite subjects to talk about with anyone who will listen.
What does your job entail?
I hold the position of Head of Advocacy for the Proximo Spirits agave portfolio, which consists of brands like Gran Centenario, Cuervo Tradicional, 1800, Maestro Dobel, 400 Conejos, and Creyente, to name a few. I lead a team of 16 ambassadors around the US whose purpose is to engage their respective audiences, be it consumers or bartenders, with the specialness of our agave portfolio. My day to day varies, but in short, I am an ambassador first, both for our brands and the category. I create educational programming and events for the trade. It is my belief that all we do and contribute to the industry’s knowledge base should add value. My job is to initiate ongoing conversations around our brands and their place in the agave landscape.
Any techniques that you’ve been experimenting with lately?
I have been experimenting with different types of salts in cocktails. I love to cook and know how various salts can transform dishes. I am now experimenting with how salinity affects different cocktails, from the classic to culinary.
What jigger do you use and why?
I prefer a Japanese double jigger. It’s solid, sleek, measures accurately, and fits great in my hands.
What fresh ingredients are you using this time of year?
I recently moved to Los Angeles and was immediately reminded of all the fresh fruit that is obtainable and great tasting. I am currently focused on anything fresh and tropical, such as watermelon, passionfruit, mango, etc. That combined with other Mexican ingredients, besides the tequila makes for delectably crushable and refreshing drinks.
What do you like best about being a brand ambassador?
Building community with other like-minded professionals with an appreciation for all things agave, or spirits in general, and the culture behind them. It’s a rich tapestry few truly understand. We share our culture through food and drink – there is a specialness in that.
What trends do you see right now in the cocktail/spirits world?
Sustainability behind the bar continues to build and become a baseline with most bars. We’re seeing more and more agave-based spirit brands being introduced that are produced outside of Mexico. And we continue to see tequila and mezcal used in various cocktail applications throughout the year partaking in most flavor trends. When given an opportunity to represent a portfolio of agave brands from the most iconic and prolific tequila house in the world, Jose Cuervo– I jumped at the chance. There is a story to tell here. One that hasn’t been a part of the broader tequila conversation for a while. A lot of new initiatives and innovations from this portfolio of brands not only drive brand storytelling but also propel the tequila category forward in a meaningful way.
If you look at a brand like Gran Centenario, for example, Mexico's #1 tequila, their core portfolio offers premium expressions of Añejo, Reposado, and Plata, along with Leyenda - an ultra-premium Extra Añejo launched in 2019 - and a few more innovations soon to be released (stay tuned...!), all of which use the original, centuries-old Selección Suave process in production. While innovating in its expressions, it's a brand that always stays true to its story, its heritage, and its process.
What’s one of your favorite cocktail recipes?
One of my favorite recipes is made with one of my favorite tequilas in our portfolio, our little angel as I refer to it – Gran Centenario. It’s refreshingly complex. It’s Mexico’s #1 tequila and in the US, is still being discovered by most tequila lovers.
Gran Centenario Golden Angel
1.5 parts Gran Centenario® Añejo Tequila 1/2 part Fresh Lemon Juice
1/2 part Fresh Lime Juice
1/4 part Pressed Ginger Juice
1/2 part Agave Nectar
Dash of Kosher Salt
Garnish: Fresh Lemon and Lime Wedges
Method: Combine ingredients in a cocktail shaker with ice. Shake and strain over fresh ice into a double rocks glass. Garnish with wedges of fresh lemon and lime.
What’s something surprising about the brand that most people don’t know?
Gran Centenario was founded in 1857 by Lazaro Gallardo, the first Maestro Tequilero in history. Something that many people don't know is the legend behind the brand, and the meaning behind our emblem - the angel.
Fearful of the plagues and cold weather that might threaten the agave plants, a legend follows that Lazaro Gallardo entrusted an angel to protect the crops, carrying a trumpet to alert Lazaro of any danger.