Exploring Life & Business with Bill & Jeff Foss of Suavecito Tequila

Today we’d like to introduce you to Bill & Jeff Foss.

Hi Bill & Jeff, please kick things off for us with an introduction to yourself and your story.
Bill: It actually started as a retirement project. I was looking for a new challenge after stepping away from a previous business, and I thought, “Why not tequila?” I’ve always enjoyed the spirit, and once I started digging into how it’s made, I became fascinated with the process, especially the idea of using Highlands agave. From there, things snowballed in the best way. I found a farm at 7,000 feet elevation, and the quality of the agave was unbeatable.

Jeff: When the 2008 recession hit, my own plans shifted. That’s when I joined my dad full-time, and we decided to really go for it—building Suavecito into a premium tequila brand. We didn’t come from a spirits background, but we brought grit, curiosity, and a love of good tequila. We learned everything from the ground up.

I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Jeff: Like any start-up, we had our share of bumps, especially during those early years. Navigating regulations, building relationships in Mexico, and educating the market here in the U.S.—it was a lot.

Bill: Sourcing the right ingredients was a challenge—but we never cut corners. We stayed committed to Highlands agave, which grows in smaller quantities but offers a better flavor. And we age our tequilas longer than required, even if that means waiting longer to get product out the door. It’s all been worth it.

As you know, we’re big fans of Suavecito Tequila. For our readers who might not be as familiar what can you tell them about the brand?
Bill: We’re known for having the world’s smoothest tequila, and we wear that badge proudly. That smoothness comes from a combination of things: high-altitude agave, longer aging, and the 2% unfermented agave nectar we add back in. That was a game-changer for us. Most tequilas go for a burn—we wanted a sip that went down clean. I’m proud of the partnerships we’ve built, especially with Zandra Gómez Santiago, our master distiller. She’s the real deal. We work with her and her family’s distillery in Jalisco, and they bring so much craft and tradition to what we do. It’s truly a cross-generational and cross-border collaboration rooted in mutual respect. We make tequila for people who care about what’s in the bottle. Every step—from the agave we farm to how long we age our barrels—is done with care. It’s not mass-produced. It’s not rushed. And that’s what makes Suavecito special.

Jeff: We also pride ourselves on doing things differently. Our Reposado is aged 6 to 8 months, our Añejo for 2 years, and our Extra Añejo for 5 years. That’s a big commitment in this industry. We believe that extra aging gives our tequilas more body, more flavor—and frankly, more soul. I’m proud of how far we’ve come as a family business. From just the two of us to being sold in 230 Total Wine stores across 23 states—it’s been a journey. But we’ve stayed true to who we are. We never compromised on quality, and we’ve grown steadily because people recognize that Suavecito is more versatile than people expect. Our Añejo, for example, makes an incredible Manhattan or Old Fashioned. People are often surprised how well our tequilas hold up in classic cocktails.

Alright, so to wrap up, is there anything else you’d like to share with us?
Jeff: Just that we’re not done yet. We’ve got some exciting new releases coming this year that we think folks are going to love. And if you haven’t tried Suavecito yet, now’s the time.

Bill: And if you’re lucky enough to be sipping it with your son or daughter, or sharing it at a family gathering—well, that’s exactly what we made it for.

Pricing:

• https://www.totalwine.com/spirits/tequila/anejo/suavecito-anejo-tequila/p/183530750?glia=false&cid=plia:Shopping+US+None+ENG+SPART:::google&s=2301&&pid=cpc:Performance+Max%2BUS%2BNATIONWIDE%2BTARIFF+SUPPORT+SKUS::google::&gad_source=1&gad_campaignid=22459235191&gclid=Cj0KCQjwucDBBhDxARIsANqFdr239goGFSGrn4g-sEzuVcnAMGClRQ8BOWYtHhhgBf04YMlWxfMo3xYaApJEEALw_wcB&gclsrc=aw.ds
• Suavecito Anejo Tequila $54.99

Contact Info:

• Website: https://suavecitotequila.com
• Instagram: https://www.instagram.com/suavecito_tequila
• Facebook: https://www.facebook.com/suavecitospirits/
• Youtube: https://www.youtube.com/channel/UC-PUiBPFWMkwbeYKCRgRPFw?view_as=subscriber

Image Credits
Images Courtesy of Suavecito Tequila