Being the third of five siblings, Iliana Elizabeth Partida Rivera, a graduate in marketing, strived relentlessly to distinguish herself and ascend to the CEO role in her family’s tequila business. Her journey has been marked by continuous challenges, stemming from industry dynamics and broader societal expectations placed upon women like her. Balancing roles as a mother, wife, businesswoman, and excelling in each is a daily hurdle she confronts.

Not long ago, women were excluded from the possibility of being stakeholders in their family businesses. Despite this, Iliana made personal and professional choices without contemplating the potential of becoming her company’s CEO. However, her unyielding pursuit of a collaborative work environment and her approach to progress within the tequila industry eventually led to her assuming the CEO position in 2020

Initially, the path was complex, but it yielded valuable lessons, resulting in Iliana boasting 16 years of professional experience in this field. The company has garnered gold, silver, and bronze medals at the San Francisco World Competition, with several products holding USDA Organic and Kosher certifications. During her tenure as CEO, she encountered skeptics who questioned her expertise in the industry. This challenge sets her experience apart from that of men. Unlike them, she faces doubts about her ability to manage an inherited company and deals with distinct pressures. Iliana is committed to fostering greater gender balance within the company, striving to inspire and involve more women. Additionally, she aims to align company policies with their needs and eliminate the struggles associated with motherhood for women aspiring to join the tequila industry.

This year, the primary focus is enhancing the brand’s professionalism and developing the team’s skills for improved outcomes. Presently, the company is enhancing its facilities and innovating with new products aligned with current trends.