Pura Vida Tequila Coerces Patron Manager Out of Retirement

Pura Vida Tequila Coerces Patron Manager Out of Retirement

Pura Vida Tequila Company, LLC, has coerced Modesto Nunez del Toro from retirement to be its Director of Operations-Mexico. In this role he will be responsible for the sourcing, coordination and management of raw materials to finished goods, process/product optimization, exportation and overall quality control.

Sr. Nunez del Toro, a graduate of the University of Guadalajara, Mexico, has over thirty years of experience in the distilled spirits industry working with such companies as Tequila Orendain, and, most recently, as the second-in-command at Patron Tequila.

“We are excited to announce Modesto’s addition to our team. Modesto brings to this position a deep knowledge of tequila production and the international spirits industry,” explained Stewart Skloss, founder and Chairman of the Mexican-based tequila company. “His extraordinary experience working with the best-of-the-best in the tequila industry will assure our product’s success from its source in Mexico.”

Modesto is largely recognized throughout the tequila industry for his accomplishments while at Patron. In his position as Senior Manager-Mexico, overseeing more than 480 people and reporting directly to its President, he substantially increased production volume from 400 boxes per day to over 8500 per day in just over 5 years. He planned and designed its cutting-edge packaging department, coordinated its materials and warehouse management, and developed its local and international quality control processes. His successful development and implementation of many programs and processes while at Patron Tequila earned him 6 months in Poland to secure the same for Patron’s vodka, Ultimate Vodka. Since his retirement from Patron, Modesto has found that he cannot stray far from his love of the tequila industry and has been consulting for Tequila Orendain, Tequila Don Ramón, Pernod Ricard, Tequila Milagro, and Don Roberto Tequila- increasing production, coaching personnel on technical efficiency and introducing new products.

Pura Vida Tequila is currently in the Texas market with a line of ultra-premium tequilas that consists of three labels: Silver, Gold and Añejo. An Extra-Añejo label will be released 4th Quarter 2011. With the company’s sales through the first quarter of 2011 at 396% of projections, Pura Vida will extend its market into California in 2012. The company’s aggressive stance in the U.S. market, introducing the only ultra-premium tequila at under $30, is proving to be a great success.

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