SUEÑOS ARTISAN TEQUILA
NORTHERN BUILT. SOUTHERN DISTILLED. TRAINING PORTAL.
1. Our Story: The Dream
For founder Gord Erickson, Sueños (Spanish for "dreams") was more than a name—it was a calling. Based in Salmon Arm, B.C., Gord journeyed to the heart of Jalisco, Mexico, to craft a tequila that stayed true to tradition.
Sueños is a proudly 100% Canadian-owned and B.C. based brand. However, because of the strict international laws governing Tequila, we are produced and bottled at the source in Mexico. This ensures our authenticity and protects the heritage of the spirit.
Northern Built. Southern Distilled. Legally Authentic.
2. Tequila 101: The Craft
The Agave & Terroir
Sueños uses 100% estate-grown Blue Weber Agave from the highlands of Jalisco. Like B.C. wine, tequila has terroir.
The Big Divide: 100% Agave vs. Mixto
In the tequila world, quality comes down to the source of the sugars.
Standard "Tequila" (Mixto)
Legally only needs 51% Blue Weber Agave sugars. The other 49% can be other sugars. This often results in a less refined profile and frequently requires additives like caramel coloring or glycerin to smooth the finish.
Authentic "100% de Agave" (Sueños)
Every last drop of fermentable sugar comes from the Blue Weber Agave plant. No fillers, no shortcuts. It is a pure expression of the plant, resulting in a cleaner, more vibrant taste profile. Sueños is always 100% de Agave.
Decoding the NOM: Your Tequila CSI
Every bottle of authentic tequila has a NOM (Norma Oficial Mexicana). It is a unique 4-digit number assigned to the distillery by the CRT(Tequila Regulatory Council).
No NOM = Not legally tequila.
The Artisanal Process
- Harvest: Performed by Jimadores who use a coa to harvest the agave heart (the piña ).
- Cooking: We use modern stainless-steel autoclaves. This gives us precise control to ensure consistency and a clean flavor without the heavy smoke of traditional stone ovens.
- Milling: Cooked piñas are passed through roller mills to extract the sweet aguamiel (honey water).
- Distillation: By law, tequila must be distilled twice. The first is ordinario , and the second is the final refined spirit.
3. Sueños Blanco: Profile
The Look
Crystal clear with a vibrant shimmer.
The Nose
Fresh and bright. Crisp agave, lemon, lime zest, and soft floral notes.
The Palate
Dominant agave sweetness, fresh herbs, and mineral undertones from volcanic soil.
The Finish
Incredibly smooth and clean with warm, lingering citrus.
4. Legal & Compliance (B.C.)
- ! Serving It Right: All reps must be SIR certified and able to provide certification details upon request.
- ! Maximum Sample Size: 20ml per patron, per day. You must ensure responsible service monitoring.
- ! Minor Protection: Request two pieces of ID from anyone appearing under 19. If they look under 25, always check.
My 20-second pitch
The 1-Liner
"Sueños is Northern Built and Southern Distilled—a 100% estate-grown Blue Weber Agave tequila from the Jalisco Highlands, founded right here in B.C. Open to a quick taste?"
The 20-Second Pitch
"I'm representing Sueños Artisan Tequila. We're a B.C.-owned disruptor bringing affordable luxury to the market. Unlike mass-market mixtos, we're 100% agave, produced at a single CRT-certified distillery (NOM 1632). It’s got that signature Highland sweetness with a clean mineral finish. Can we book a formal tasting for your team?"
The 60-Second Pitch
"Sueños started as a dream by Gord Erickson in Salmon Arm to bring authentic Mexican tradition back to B.C. We oversee everything from the field to the bottle. We use 100% estate-grown agave from the Highlands, slow-roasted in autoclaves for a consistent, bright profile of citrus and cooked agave."
"It’s Northern Built and Southern Distilled, giving your customers a premium craft alternative to the big legacy brands without the $90 price tag. We're sitting in that high-growth mid-level tier at a $69 MSRP. I'd love to leave you a sample or set up a time to walk your floor manager through it. What's the best day to follow up?"
Rep Tasting Playbook
Setup Checklist
- Sueños Blanco (properly inventory-checked)
- Tasting cups (disposable or glassware)
- Water for palate cleansing
The Quality Flow
- Look: Swirl to show the "legs" and clarity.
- Smell: Inhale gently (citrus & cooked agave).
- Sip: Coats the palate for that mineral finish.
The Close
"Now that you've tasted the difference, who is the main buyer for this category? I'd like to leave my card and book a 15-minute staff training next week."
Lead Capture
Record immediately after contact:
- ✓ Store/Establishment Name
- ✓ Contact Name & Role
- ✓ Specific Outcome (e.g. "Sample Left")
- ✓ Promised Follow-up Date
Promotional Tasting Playbook
The Welcome Hook
"Welcome! Would you like to sample a BC-owned tequila today?"
Setup & Knowledge
- ✓ Checklist: Sueños Blanco, 20ml cups, water.
- ✓ Price: Know the MSRP (\$69) or current local promo price.
- ✓ Location: Know exactly where it is on the shelf (Aisle/Shelf).
The Flow
Walk them through: Look(Shimmer) → Smell(Highland Citrus) → Sip(Smooth Finish).
The Sales Push
"It’s located right over in [Aisle #] for [\$Price]. Would you like to take a bottle home today?"
REDUCING ESCAPISM: Remind consumers that Sueños is about quality and connection—celebrating responsibly.
Objections & Smart Answers
"We're a B.C.-owned disruptor. I'm here today to change that with a quick story about why we're outperforming legacy brands in growth."
Next Step: Ask to leave a sell sheet and a sample for the buyer.
"I understand. We actually drive higher margins in a smaller footprint because we appeal to the 'drink better, not more' crowd."
Next Step: Propose a 'one-in, one-out' trial on your next order.
"At $69, we're the 'affordable luxury' option. Your customers get $90+ quality for $20 less."
Next Step: Show the market growth data for the mid-level tier.
"Those are great brands, but customers are looking for local, authentic stories now. Sueños is the B.C. alternative."
Next Step: Offer a side-by-side tasting for their best regular.
"Tequila is actually the fastest-growing spirit category in B.C., up nearly 25% recently. We're the star performer."
Next Step: Share the latest LDB market report summary.
"Totally get it. We can do a 'silent tasting' with point-of-sale materials or just a 15-minute education session for your staff instead."
Next Step: Ask to drop off staff training kits.
After every shift: record this
Where were you? (Store/Bar Name)
What happened? (Booked/Tasted/Placed)
Next step + Date to call
