Leading a Legacy - Celia Villanueva Maestri, Casa Maestri

Leading a Legacy

CELIA VILLANUEVA MAESTRI PAVES THE WAY FOR POSITIVITY IN THE SPIRITS INDUSTRY.

By Terri Marshall

A second-generation Mexican American dedicated to promoting the participation of women in the spirits industry, Celia Villanueva Maestri grew her family legacy into Casa Maestri, one of the fastest-growing premium tequila producers in the world. Her passion and commitment were recognized by Mexico’s former President, Enrique Peña Nieto, with the National Export Award in 2018 and the Women of the Vine & Spirits global membership organization. The Entrepreneurs Herald also recognized her as one of the “Top 30 Female Entrepreneurs to Look Out for in 2022.”

The kind of person who can’t take no for an answer, Celia always seeks to solve problems with concrete proposals, never with more problems. “I own not only one but many tequila brands that have conquered palates around the world,” she says. “One of the most famous and the flagship brand of my distiller is Casa Maestri Reserva de MFM.”

A brand driven by quality and dignified representation of Mexican culture, Casa Maestri seeks the highest of standards from the selection of agaves to the care in the distillation process and the attention to detail noticeable in every sip. “We are not like any other tequila distillery in the world, and certainly Casa Maestri’s Reserva de MFM is not like any tequila you’ve had before,” says Celia.

Regarding diversity, equity, and inclusion, Celia believes that making something visible gives it power. “In times when minorities were denied the spotlight or clear representation in all industries, there was less equal opportunity; only what was allowed to come to market was bought,” she explains. “Thanks to that past where not many were able to get involved to any great extent, today, the consumer values originality, the standards behind brands, and the fact that brands have a worthy representative that sends messages of equity, inclusion, and positivity to the world.”

As a woman creator and director of Casa Maestri, Celia finds that platforms like Women Powered Brands help her to inspire, create a network and keep her connected to other women raising the name of their alcoholic brands and the entire gender to the world. “Spaces like this are undeniably very beneficial to any industry, but with Women Powered Brands, we can clearly see it in the wine and spirits industry, which was previously made up almost entirely of men,” says Celia. “It is important that we all support each other, have open spaces for dialogue and provide feedback for growth.”

At Casa Maestri, 95% of the workforce is comprised of women in all areas and levels. Celia believes that the commitment women have to achieve their goals is powerful. “We do the impossible to conquer our dreams,” she says. “I, for one, got a lot of inspiration from my mother, who worked tirelessly in the wine and spirits industry all her life, leading her company (and my father’s) with wisdom, passion, and dedication. It is inevitable to think I want to reach as high as she did. I want to do my bit.”

Celia’s advice for other women in the spirits industry centers around keeping traditions and core values while creating innovative ideas. “Don’t lose your essence in anything you do, and always go for your dreams because if you don’t, no one else will,” she advises. “If you work hard while being true to your values, true to yourself, and never lose sight of your goals, believe me, you will go far, and you will be rewarded because your legacy will last for many generations to come.”