Brand Ambassador for Milagro Gaston Martinez

Gaston Martinez

Milagro Tequila aMbassador, WesTern uniTed sTaTes

“People always ask me, ‘How did you become a brand ambassador?’ I tell them, “It started when I was five years old and my grandfather taught me how to bake bread.” Gaston Martinez credits lifelong learning and a career spanning over fifteen years in the food and beverage industry for his current position as brand representative for Milagro Tequila.

“There is no exact road you can follow,” explains Gaston. “There’s no school that teaches you to become a spirits specialist. It starts with a passion, a quest for knowledge and the more knowledge you seek the more you’ll get. For me, the best way to learn something is to rub elbows with the person who knows more than you and then you learn from each other.”

Gaston has an impressive background in mixology and has served under the legendary mixologist and cocktail consultant Bobby Gleason. “Mixology is second nature to me,” says Gaston. “It’s this experience that helps me to influence the influencers. Everyone is influenced by something. With mixology, the bartenders start a trend and then it trickles down to the market. I relate well to the bartenders.”

Gaston is proud of his ‘old school’ approach to reaching Milagro’s audience. “Word of mouth is the best way to reach consumers,” states Gaston. “Today social media allows you to reach people you may not have been able to in the past, but it does nothing for personal relationships. Face to face talks, interacting with the bartenders and good handshakes are what influence people.” Gaston always remembers the power of a smile. “The most important ingredient in a cocktail is the smile. I am on a mission to make everyone smile. This is how I like to represent the Milagro distillery.”

As brand ambassador, Gaston attests that he is an extension of the distillery and his socially engaging approach mirrors the brands current initiative. “Milagro’s image is modern authenticity,” says Gaston. “When you think of Mexico you think traditional tequilas but this doesn’t portray modern Mexico which is much more SoHo style, sophisticated and hip. Milagro owners, Danny and Moy, had a vision for a contemporary, agave forward spirit evolved from a traditional foundation. They wanted to showcase a different side of Mexico through their tequila.”

“Over the past few years I have gotten into the process of distilling tequila and it forces you to view spirits in a different way. In discovering this new world for me I realize that the creators of Milagro are true artists,” says Gaston. “They started with an idea of a clean, delicate, unique, estate grown agaveforward tequila. With a patented three times distillation process they were able to rough out the edges and push forward award winning tequilas. Like artists, they guided the flavor profile in this way. Just like a painter guides his brush.”

Gaston believes the unique distillation sets Milagro apart from the competition. “We are the best in the world at differentiation. It is what makes us unique. Milagro is forward thinking and modernized in a beautiful way. We say we are ‘tequila evolved.”

Mercadito

ingredients

2 parts Milagro Silver 3/4 parts Milagro Agave Nectar 1 part Fresh Limejuice 4 Cucumber Slices 1 Pinch Cilantro 1 Jalapeno Slice (thin)

PreParation

Muddle fruit and herbs in a Boston shaker glass. Add other ingredients and shake vigorously. Strain into a rocks glass with fresh ice. Garnish with a cucumber slice and cilantro sprig.

FUN FACT

Madison, Wisconsin is one of Milagro Tequila’s biggest fans. Gaston made his way there even though the city was not part of his focus market and had no budget to make the trip. Once he arrived he was treated like a celebrity, with big signs, banners, and crowds supporting his welcome. One of the bar owners saved all of the empty Milagro bottles and displayed them in the back of the bar. Of all places… Madisonians are Milagro fanatics!