The Family Legacy That Sparked Her Passion for Spirits (with Tanya Sklar)

In this episode of Behind the Bottle, we sit down with Tanya Sklar, Export Director of Wine & Spirits International and a proud 6th generation member of her family’s spirits legacy.

From learning the business at a young age to continuing the passion alongside her family today, Tanya shares a story rooted in heritage, dedication, and lifelong friendships that trace back to her grandfather and Doña Celia herself.

A beautiful conversation about legacy, tradition, and the people behind every bottle. 

Thank you for listening! Follow us at @CasaMaestri and experience the magic! 

Transcript

SPEAKER_00 0:00

Everyone knows the bottle, but do you know the story behind it? Welcome to Behind the Bottle by Celia Meistreet, where the real stories of the tequila world are finally poured out. From bold beginnings to industry secrets, it's time for a deeper sip into the lives behind the spirit. Pour a glass, take a seat. The story's just getting good.

SPEAKER_02 0:20

Welcome to Behind the Bottle, Tequila Tales. Today we have uh from England. Our guest is Tanya, and she is a very dear friend of us since uh maybe help me, Tanya.

SPEAKER_01 0:36

I think it's around 1985. So it's a while ago. Yeah. The family, the families. The families.

SPEAKER_02 0:45

It was uh my your dad was my first customer. I will never forget that. But anyway, uh, welcome back, all up our audience. And let's start asking some questions to Tanya today. And it is um, tell us, Tanya, about your background.

SPEAKER_03 1:05

Okay, so thank you for having me, first of all. Um, I'm glad to be here. I'm glad to be with you. I'm excited. This is uh my first podcast, so it's very exciting, especially to have it with you. Um my background is that I am sixth generation in the alcohol business. Uh, my father is still uh in the business and he runs our company, Wine and Spirit International. And uh my grandparents were in the business. My grandmother was one of the first uh grandfather were one of the first importers uh of all Russian spirits into the UK, also a lot of Mexican products, uh including some very big names of tequila back in the 60s when people in the UK didn't even know what tequila was. They were the sole importers, so that was exciting. Um, and it goes back for for decades. So uh a lot of responsibility, but you know, a lot of uh heritage and passion as well.

SPEAKER_02 2:04

Yeah. Could you tell the audience a little bit about the how we met and how your dad the start, you know, uh working with us, with the family?

SPEAKER_03 2:15

Yeah. So um it actually started with my grandfather, who sold his company uh uh in the 80s. And um then my father decided that uh he wanted to bring a mezcal to the UK. My grandfather had bought a mezcal and he'd realized that the margins were very big. And my father decided that for his first product he was going to bring uh mezcal, or try at least, when nobody in the UK even knew what mezcal was. Um, so he did some research and he found a very, very special lady called the Doña Celia Sr. Uh, and he decided that relationships had to be built by meeting each other face to face and really getting to know each other. Uh so he flew to Mexico, I think it was around 86 or 85, he told me. He uh met all of the family. Uh Doña Celia was obviously uh your mother and a great lady that I got to know as well. Uh, even stayed with her at one point when I was younger. Um, and he came and he he made uh his first uh mezcal, and uh we started selling it years and years ago, and we still sell it today. So we have a lot of history with the family.

SPEAKER_02 3:34

Yes, it is true. It's been it's beyond business, it's a hist, it's family history. Um, could you tell us a little bit how's been your journal uh working with your dad?

SPEAKER_03 3:46

Oh that's a good one. You got me there. Um, you can ask uh Jose also about how's it been to work with his mother, but I think he's already done that one. Um no, but seriously, it's I've learned everything from him. Uh he he is my mentor and he's taught me a lot. And he's also taught me things that I uh use on a day-to-day basis. Um, some of the things I don't, we don't always uh agree with each other on everything. We always have a joke that um we had a bottle design that we disagreed on, and I wanted something, and he wanted something completely different. And then we had a big argument, and it was, I want this and you want this. And then at the end, it was like, okay, dad, now can you go and set the table for dinner? Like, in other words, there's nothing you can do. You have to, family comes first. Um, but he brought me into the business, he taught me most things uh that I do today, and I appreciate that. And you know, I it it is difficult. There are times when it's difficult. Uh things are changing now, and we have to all change with times. Uh, and that can be difficult as well. Uh in any generation and any age, I think that's difficult. Um, but I'm glad in the end of the day that we we've had this uh time to work together and we have uh such a great relationship, even if it's not always we're not always on the same page. I think uh it's it's important to sometimes you know have different opinions, and and that's what makes things in the end.

SPEAKER_02 5:23

Yes. Um, I know that you have a few uh private labels. So in the private label world, tell a little bit uh about the audience, about the behind the bottle tequila tails, because people think it's just yeah, this is the bottle, and this is the ended results of everything. Tell us a little about the journey to make a brand, like Bambaria that is behind you there.

SPEAKER_03 5:51

Yeah. Uh so uh I think the story was that he came to you when you opened uh Casa Maestri, and as you said, he was your first customer. He he asked you to make a brand for him. Uh, and that's where Bambaria was born. Uh, it actually was under a different name, but there's a whole different story to that, which is very interesting. Uh, that can be for another tequila tale. Uh starting a brand is very, very difficult. Uh, not the simplest of things to do because you have to really reach every single element, whether it's which label works, what doesn't work, uh, what kind of paper you need, what is the taste profile. Because Wine and Spirit International export to a lot of countries, we really need to find a taste profile that works for each and every country. Um, whether it's uh fruity flavors that work in some places, uh, some places like uh peppery agave, and some people like it smoother. So it really depends. It's very difficult to create a brand that works for everyone. Um, and I think we're lucky that Kazamistry really go with us hand in hand and give us um help trying to find the right mix for what we need. But generally speaking, creating a brand is not as simple as it seems. Uh, you know, you have to put a lot of investment into it, you have to really know what you're doing, and that times with that comes with time and effort um and being with the right partner, obviously.

SPEAKER_02 7:28

Yes, yeah. We I remember working with the profiles, and sometimes samples go back and forth, and you know, to make it the way, like you say, the the the market, because each country has a different taste. Some we had to filter more, some we had to put more ovens, you know, uh tequila made it with ovens or out no less less agave or more autoclis, more natural. So it's a lot of a back and forth to please the audience and the customers.

SPEAKER_03 8:01

Yeah, I think it's something very difficult, and I think it's important to uh listen to your heart first of all, because in the end of the day, you know what's right for your brand. Um, but also listen to the audience and and try and get something that that will work, you know, because that's that's where it is. It's about looking great, tasting great, and getting the customer in the end to come back and buy another bottle. That's the real trick.

SPEAKER_02 8:25

Yeah. So a few years ago, your dad started asking me, uh, Celia, did you want to uh import some of the products to to England or another country? So I have a little, you know, I've got a bunch of uh customers, um, but didn't conquer you know 100% until you met Jose. Could you tell us about the journal with Jose, about the new partnership that we have between Casa Maestri having the office and in your office? Yeah.

SPEAKER_03 8:54

So it's very exciting. First of all, I met Jose when I came to visit Casa Maestri. Um it was about a week after I got engaged to my husband. And I came with my father and my future husband to Casa Maestri. And I actually met Jose there, and we spent a whole day together. And then at the end of the day, we had a great time, and you know, we tasted tequila, we had lunch together out in the Palape. It was beautiful, and then until this day, he has no recollection of that at all. So I always think that's quite funny that our first meeting as the next generation and as where we're gonna take the these businesses together and these brands, and Jose has no recollection. So I always think that's really uh funny, especially he was very nervous, maybe sometimes when you're nervous. I think I was nervous. I think we were both nervous, you know. You know, that you're we're also we're surrounded by big people. I mean, uh you're you're a great big uh personality and a mentor, and my father is and being next to Michael, I think he was also there at the time, Michael Maestri. So it it what it's daunting, it can be daunting, but I really think that uh Jose and I are building something together. We're with what uh my company's doing is basically helping with the distribution internationally in um certain markets that Kaza Maestri want us to really get into, in uh mainly in Europe and a little bit in the Middle East. Um and I think as you know, the the as long as the friendship grows and the relationship grows and we're very transparent, I think that we can really get to do some great things together uh and work on different projects. And I really see uh a way forward. We we're we everything is about trust and we work very well together, we're completely open with each other, and uh that's that's something special. That doesn't happen a lot in a lot of industries. And as we kept on saying, I think in the end of the day, it's it's friendship, it's transparency, it's wanting to know that there's enough for everyone to go around the table. Uh, I think that's really important. And I and I admire you and Joseph for being able to be that uh open with us.

SPEAKER_02 11:08

Yes, well, we it's not about money, sometimes it's relationships, because you don't take anything with you, so you have to leave something something nice in this earth so people can learn from up and downs and mistakes and rocky uh you know, we all go to the very difficult times, and but we stand stand, so which is very, very difficult to do, but it's um it's possible. So this is something that we can say about our lives. Um how you see yourself uh in the future working um well with the brands, you know, that the expansion that you are helping us to have. How you see yourself um into and expanding your father's brands too, because you you represent some of his products or your products now, and ours. So, how do you see yourself in this path from the future?

SPEAKER_03 12:08

So I think as long as I'm aware and we're aware of what's happening around us, we can always find somewhere to uh make our impact. Uh things are changing now. Uh customer suppliers want to work direct with customers. Uh people don't um want to have an interim anymore, and and I get that. And I think that that's okay because we are, you know, creating a our own brands, but also working very closely with the core brands like yourself. Um, so I think what I'm what I'm seeing is more focus. Um, tequila is in obviously still in a big boom, especially in Europe, US, it's it's gone down, but we don't deal with the US at the moment anyway. We also have other brands that we are working with, uh, our brands of uh Absinthe and Whiskey, uh lots of other things that that we handle. But basically, I think that the tequila market uh what what we're focusing on now is pushing uh your products. We have our one brand that we push together with that together. And in the end of the day, I think it's about growth and uh having a good relationship. That's what where we're really heading now. Growth.

SPEAKER_02 13:27

You tell me a little bit uh about absinthe. It's always intrigued that we ran to me.

SPEAKER_03 13:34

Okay, so um Absinthe is a very, very niche spirit. Uh, I think we probably sell the strongest absinthe in the world. So our brand, Habsburg, is 89.9%. Um, and my father was actually one of the people that uh re-established it after it had been prohibited in in the world for many years. In fact, it was prohibited in the States till only a few years ago. Um, and uh about 20 years ago, my father re-reinvented it uh in a way. Um, we make a classic uh natural-based absinthe, and uh yeah, we sell it to about 40 markets. So absentium uh uh artemisia, so it's um made from a plant, what wormwood it's called. Uh that's what people would say would be the hallucination aspect of it, but we don't really believe that. Uh as long as you drink it properly and you don't drink it straight, uh, you know, that you're you're gonna be uh fine and enjoy it uh in a cocktail.

SPEAKER_02 14:42

So uh do you have any memory story that you can tell to the audience?

SPEAKER_03 14:50

Uh I think the memorable story that I have regarding uh Cazamaestri, I have a lot of memorable stories to tell you the truth, especially with my father, and they always are usually quite naughty in the end. Something funny happens and something uh cheeky happens. But I remember coming to Casa Maestri and uh going into the agave fields and watching the Chimador and you know, the whole tour that everyone does in the beginning. I was uh, as I said, uh just a week engaged. I was with my uh fiance, Alon, and my father said to me, the first thing he said to me when I went into the agave field is, do me a favor, I know how clumsy you are. Please just be careful that you don't get pricked. And I said, Oh, what are you talking about? Don't embarrass me, I'll be fine, I'll be fine. Obviously, after two seconds, I walked into some agave and got a huge prick. Let's say, let's say, let's just go for it and say in my backside. Uh, I felt the pain for weeks. I'm telling you, it is not a nice experience getting, I'm sure you know, I'm sure it's happened to you, but getting a prick by uh the the agave. Yeah, yeah, yeah, yeah. It is not fun, and that is something that will make me remember that trip. And that's why I was so surprised that Jose never remembered me visiting, because that was this kind of scream that I yelped out when it happened, and uh that was that was pretty painful. So that was just one of the memory, many memories of Mexico. Uh but yeah, I've got tons of memories over the years. When being in this this industry, a lot of fun things happen. Um, you know, a lot of it's sitting in the office and doing emails, but a lot of it's also going out there, meeting people, trying new cocktails, trying new uh, you know, seeing new places, and and I think that's very exciting.

SPEAKER_02 16:46

Yes. Uh I I know it's not in your questionnaire, but I want to ask you, do you never and I'm going to close with that question? Uh, do you never in your life regret what you're doing?

SPEAKER_01 17:01

Wow.

SPEAKER_03 17:02

That's a big one. Uh you know that I actually did uh a BA, a bachelor's degree, and a master's degree in counterterrorism and diplomacy. And that was always the plan that I was going to go into counter-terrorism and diplomacy and be a diplomat or or something, make a change, make a difference uh in the world. And on the other hand, ever since I was about four or five, I can remember going into my father's office and taking his um adding up machine. It wasn't a calculator, it was like the adding up machine where the paper comes out and doing like that with my hand and signing documents, but uh four or five or six, I can remember signing documents. Uh I actually have a picture somewhere of me about 15 sitting on my father's desk with my feet up. That was a good one. And uh and I think I was always meant for it. Uh we're very close. I was always very, very interested in the industry. Ever since I was three or four or five, he used to take us to wineries to visit different customers. He was never ashamed of having little kids around him crying or screaming. It was always about I want to take you, I want you to experience, uh, be part of it, be part of me. And I think it, I don't think I would could regret that for a day. I think, you know, I think that was in fact, look, I could just show you can edit it this out. But this is the picture. Okay. I was about 15, me sitting on my father's desk. Yes. Yeah. So so I don't think I can regret it. But you know, things, things can be difficult for everyone, but you just have to keep on going and appreciate what you have. And and as I keep on saying, everything is about great relationships. For me in the industry, it's about my relationships with my customers, with my suppliers, then my friends. Um they come to our family events, our weddings. That's just that's just how it works for us. And I think that's very important. And I appreciate that uh very much.

SPEAKER_02 19:17

So we're going to keep that for generations to come. Thank you very much, Tanya, to join us today.

SPEAKER_01 19:25

Thank you so much. I really enjoyed it.

SPEAKER_02 19:28

Yes, and I'm sure we'll be next time. Uh, so start thinking about the new Tales, uh Tequila Tales, and um I appreciate uh the audience today, and don't forget to watch us on Behind the Bottle, Tequila Tales next episode.

SPEAKER_00 19:49

Gracias, salute. That's it for today's episode. Thanks for listening to Behind the Bottle, Tequila Tales by Celia Maestri. The next story is already aging to perfection, so don't miss it. See you soon. Don't forget to follow us in social media and your favorite podcast listening platform.