When North Texas native Josh Irving set out with fellow spirits industry veteran Pablo Antinori to find the best tequila, what unfolded before them was more than a pursuit for the finest agave-born spirits. 

Together, the friends uncovered a deeply seated yet simple need in the communities of Mexico—water. This ultimately led to a higher calling among the duo, who combined passion with purpose to establish Socorro Tequila in 2020. Through its Case for a Case Program, Socorro Tequila has donated over 35,000 cases of water and counting to orphanages and senior living communities in Mexico. Now, as the CEO of this Dallas-based premium tequila brand, Josh Irving shares with TLM his inspirations, favorite recipes, and how he and Pablo overcame earlier struggles to give the world the greatest tequila of all time.

You and your partner Pablo Antinori founded Socorro right at the start of the pandemic. Can you describe those early challenges and how you pulled through to be the successful brand you are today?

If you ask anyone who knows me, I welcome a challenge. The challenge that came in the months following our launch at the start of 2020 was unlike anything in our lifetime. If you look back to the start of the pandemic, no one knew what was going to happen day-to-day, not in the US and not in Mexico. Luckily, we were able to import our product in February of 2020 and had signed our distributor agreement with Southern Glazers a few weeks prior. Selling liquor to a restaurant in Texas is extremely unique, and it can be advantageous to start a brand in Texas for one reason: if you are able to get solid distribution and velocity in restaurants, the liquor chains are inevitably going to activate distribution into their retail sets because of the amount of business being done in restaurants. Therefore, our plan was to infiltrate the restaurants to force the liquor chains. Ready, set, pandemic. I vividly remember physically tearing up our business plan/bible for success. We honestly could have said, “this is a sign, let’s hold off” but that is not who we are or what we did. Pablo and I spent the next six months in independent, mostly family-owned liquor stores. We tasted and spoke with anyone who would listen. We also would work with restaurants to try and overcome the daily obstacles that they were facing.

 Reflecting on the challenges we overcame to be the successful brand we are today; it can be summed up in one mindset: find ways to turn a negative into a positive. Obstacles or objectives turned into a positive. That is our philosophy. While others see a challenge, we see opportunity and thrive.

You’ve combined your passion for spirits with a calling for servitude. How did this come about and what can other brands learn from your experience?

We spent almost two years traveling to Mexico while creating Socorro. We would meet locals at bars and restaurants, and they would invite us back to their house to share a meal. I was so inspired by the hospitality this culture showed me. This welcoming way truly changed my life. Also, our journey showed us extreme poverty and children laboring so their families can have access to clean drinking water. This made me stop and think how we could give back. That is where the name Socorro came from and how our Case for a Case initiative was born. For every case of tequila we sell, we donate a case of water in Mexico specifically focusing on orphanages, nursing homes, and churches.  

The people of Mexico not only give us an opportunity to live our dream to create tequila but inspire us to be better people through their inclusive, loving, selfless, and hospitable culture. What kind of a brand would we be if we were given all of this and did not help with such a massive problem?

Every three months you visit the orphanage that Socorro donates to. What have you learned most from working with the orphanage?

That water is the lifeline, but love is the addiction. In the majority of orphanages we have visited, there is an average of one adult for every 15-20 kids. Whenever we go, we of course donate water, but we make sure to spend at least a few hours with the kids. Playing, reading, laughing, taking photos, cooking – really anything we can to show love and gratitude for them. We thought when we started visiting orphanages, we could be a big inspiration to them. Turns out, they are the real inspiration to us.

What is it about Mexican culture that inspires you?

Besides what I stated above, their ability to live solely and happily in the present. Our stereotypical mindset is, “Ok we have to be here at 5pm, in order to get here at 7pm, in order to leave by 9pm!”. Their mindset is, “let’s enjoy who we are with and what we are doing right now, and the future will create itself.” I absolutely adore that way of life, even if I still have a hard time living that way.

For years, tequila has been misunderstood as the party liquor accompanied by the many woo chants of spring breakers. However, tequila is now getting more of that sipping respect that it deserves. In your opinion, how did this shift come about and what is Socorro delivering on that other tequilas do not?

2017 was the first year 100% agave tequila out-exported Mixto tequila. 100% agave tequila is self-explanatory, it has to be made with 100% from the agave plant. Mixto tequila has to have 51% of the tequila from the agave plant and really anything else can be used in the other 49%. I still run into people on a weekly basis that say, “Oh no thank you, I haven’t touched tequila for XYZ years after this or that one night”. I think a lot of that has to do with what was being consumed, which was mostly Mixto tequila. I will argue with anyone that, other than ancestral mezcals, tequila is the most crafted spirit in the world. Think of it this way: In order to create Socorro Tequila, you plant agave in the most ideal climate on earth to mature over the next 5-7 years. Once fully matured, the plant is harvested by Jimadors one by one. The Jimas make sure that all of the leaves are cut off and only the pure pina (which is shaved to within 6cm) is ready to be cooked. Then this gorgeous pina is cut in half and hand placed by individuals in stone ovens one by one to ensure that the stacking of the Pina’s creates the optimal staging for the steam to cook evenly throughout.

Taste Socorro cooked agave and you will understand the craftsmanship of tequila. This is not a tractor going to harvest corn, this is a true work of art that takes years and years. That is why we put our batch number on each bottle. Agave is a natural plant that grows over many years. Depending on seasons, weather, and many other factors, it is literally impossible to create the same exact product from different harvesting. I view tequila a lot like wine vintages, slight change but if done right, the quality will always exist. Every single drop of tequila that goes into a Socorro bottle has more intention, care, and attention to detail. Pablo has gone to Mexico over 100 times and works directly with our master distiller to taste, strategize, and quality control the entire process from the agave plant to the tequila. Our opinion is that we are having people taste Socorro for the first time on a daily basis. We get one opportunity to be new. If we are not doing everything we can to create the best tequila experience possible, we are failing.

How should Socorro be enjoyed? Do you have any tips or favorite drinks you’d like to share? 

I say anything good must be enjoyed by itself. I encourage people to taste the Socorro Blanco, Reposado, & Anejo then try and see what you think it would go best with. Let your mind explore the complexities and think of citrus, berries, spice, etc. That is one of the fun parts of agave spirits. However, I have personal favorites for all three.

•       Blanco – On the rocks with a splash of mineral water & whatever citrus is laying around.
•       Reposado -Tommy’s (skinny) Margarita. 2oz Socorro Reposado, 1oz fresh lime juice, .75oz agave nectar heavily shaken with ice and pour into a glass.
•       Anejo – Espresso Martini. 2oz Socorro Anejo, 1 ounce Liqueur 43, 1 shot of espresso heavily shaken and strain into martini glass.

What’s next for Socorro?

Texas is and will always be home for Socorro. It remains our top priority and that will never change. However, a state full of beautiful mountains and a “mile high city” is the next major stop of the Socorro journey.

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Cover photo courtesy Socorro Tequila.

Martin Ramirez is a brisket-eating, Shiner-loving, road-tripping enthusiast of all things Texas. This Dallas-born writer / adventurer is ready to take his ‘78 El Camino to find the best in food, fun, and fitness throughout the Lone Star State.