SUAVE Tequila is raising the bar in the premium drinks industry, with a mission to produce the most natural, sophisticated and organic tequila on the market through more sustainable farming methods and socially responsible production practices. Our exclusive Making a Difference series highlights the (often unsung) individuals making a positive impact within the luxury industry. Here we speak with Deborah Ernst, Director of International Sales for family-owned SUAVE Tequila – one of only three tequila companies to have gained Butterfly Mark certification. Deborah shares her unconventional path into sustainability, the challenges she has faced, the importance of education, patience – and unwavering belief in sustainability goals for aspiring advocates in the luxury industry.
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Hi Deborah! Can you tell us about your role at SUAVE Tequila and how it all began?
It all started with a dream to change the world – just kidding! I landed an incredible opportunity as Head of International Sales for Suave, a fantastic, truly luxurious tequila brand. I’m proud to say that Suave is one of the most amazing companies I know. We may not have the scale or polish of huge corporate giants, but that’s part of our charm. We’re a small company where things don’t always go perfectly, and we’ve made our share of mistakes. What makes us truly remarkable is the passion, dedication, and hard work that everyone puts in every day. Our determination to strive equally for high quality and sustainability helps set us apart. We’re a family-owned business, and having the owners right there, working hard, adds to our special vibe.
What qualifications do you have? Did they help in getting you where you are today?
You know, it’s pretty funny how I ended up in this industry – it was never part of the plan! And it’s a story best shared over a glass of Suave Tequila. But once I got into it, I fell head over heels in love with everything about it. The human connections, the constant creativity, and the thrill of learning something new every day – it’s just exhilarating. To be honest, I don’t have a robust background like many of the admirable individuals you typically interview. This was actually one reason why I hesitated to pursue this interview at first. However, I’ve come to realise the importance of empowering people like me and demonstrating that incredible things are possible with determination, passion, and resilience. I’ve learned firsthand that success isn’t always about having the perfect resume or extensive experience. It’s about being willing to stumble and fall, and then getting back up, dusting yourself off, learning from experiences, and pushing forward. This journey has taught me that what truly matters is the drive to pursue your passions and make a difference, regardless of the obstacles.
Have you always worked in sustainability? If not, what did you do before?
My background was not directly in sustainability, but I’m fortunate to be part of an amazing brand that prioritises sustainability in every mission and project. One of my proudest achievements was working on the Positive Luxury certification. While I’m not in the fields or production, I play a crucial role in translating our sustainability strategies into impactful messaging. I help drive our sustainability goals and I’m the one who puts these great ideas into words and ensures we share them with the world. I’m involved in various certification processes like organic, kosher, and international compliance, and of course doing all the paperwork for our Positive Luxury Butterfly Mark. It’s rewarding to contribute to our sustainability efforts in this way.
What made you fall in love with sustainability?
What I love about sustainability is that it’s so much more than just climate change (although that’s incredibly important). It’s about everything that affects our lives – humans, animals, plants – it’s about making the world a better and fairer place and protecting it for the future. For me, sustainability is all about stewardship. It means equal opportunities, clean drinking water, food safety – all the things that contribute to a better quality of life for everyone. It might sound cheesy, but I’m an idealist who’s passionate about fighting injustice and making the world a better place, even if it’s a bit of a utopian dream. Being able to work towards sustainability goals or educate people on how to achieve them gives me a great sense of purpose. It feels like my way of realistically contributing to making the world a better place – maybe as close as I’ll get to saving the world, at least for now!
What does your day-to-day look like?
Working in a small company has been quite the adventure. I get to dive into all sorts of tasks, which keeps things really exciting. Some days, I am all about sales, marketing and logistics; other days, I’m knee-deep in operations or brainstorming new ideas and scouting for new suppliers. At other times, it’s undertaking environmental audits and attending to regulatory matters. It’s like a rollercoaster ride, but I would not have it any other way. To answer your question directly, my main role is in international sales and branding, but I also handle international logistics. This way, I can make sure we are always opting for the most sustainable choices.
What challenges have you faced?
Wow, the list of challenges we have faced is definitely too long to go into here! But what’s important to me, and us as a company, is not just the challenges themselves, but how we’ve overcome them. It’s all about pushing through and finding solutions. A couple of challenges to mention are: for a company that prides itself on sustainability and luxury there is always a challenge around packaging and getting that right. We have done a lot of work on this lately. Another challenge is competing with cheaper brands and trying to communicate why our brand is more expensive than others – how we stand for quality and perfection and that this slower pace costs more, inevitably.
What are you most proud of?
What I’m most proud of is our ability to defy norms and drive positive change in an industry that often struggles with quality and sustainability issues. As a tequila brand, we’ve undertaken initiatives and projects that are unconventional and impactful, challenging the status quo. Being part of this journey, where my ideas and opinions matter and contribute to achieving remarkable outcomes, is incredibly fulfilling. It’s not always easy – there are challenging days – but seeing our efforts make a real difference makes it all worthwhile. What excites me most is proving that you don’t need decades of experience or an Ivy League pedigree to make a significant impact. It’s about creativity, determination, and a willingness to challenge convention. This blend of innovation and sense of purpose is what drives me every day, and I’m proud to be part of it.
What advice would you have for anyone looking to contribute to their company’s sustainability goals?
If you’re new to the industry, it’s common to have an idealistic view and aim for perfection, but reality sets in quickly. Ultimately, it’s a balancing act between business goals, profitability, and sustainability. After all, a sustainable business that doesn’t make money isn’t a solution either. Education is key. Conducting trainings with your team on sustainability initiatives, for them to implement both at work and at home, is extremely valuable. When everyone understands why these initiatives matter, it becomes easier to implement projects. Patience is important; not everyone will immediately see the usefulness, so be willing to explain and give it time. Leading from the front is essential – as is true belief in what you are aiming to achieve.
LEARN MORE ABOUT BUTTERFLY MARK CERTIFIED SUAVE TEQUILA HERE
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