Jose "Pepe" Hermosillo Receives Maestro Award for Entrepreneurship

In recognition of his achievements in leadership and mastery of his craft, Casa Noble founder and Maestro Tequilero Jose “Pepe” Hermosillo has been selected as the 2016 recipient of the Maestro Award for Entrepreneurship, presented by Latino Leaders Magazine on Oct. 26, 2016 at the Dallas Scottish Rite Cathedral in Dallas, Texas.

The Latino Leaders Maestro Awards are the highest honor that Latino Leaders presents every year. The awards highlight the strides and efforts made by Latinos in the areas of professional achievement, entrepreneurship, leadership and innovation in key Latino community cities across the country, and recognizes the achievements of the nation’s most talented and influential Latino leaders.

Pepe was surprised and honored when asked if he would accept the Maestro Award for Entrepreneurship by Ralph de la Vega, owner of Latino Leaders magazine, at a private dinner. “Ralph told me that a few people saw my history, my background, what I’m about, and wanted to give me this award. Of course I said that it would be my honor to accept.”

Born in Guadalajara, Mexico, Pepe was introduced to the world of business by his father. He credits his drive to succeed to his parents, and in particular his father, a well-respected and successful businessman in the hospitality and construction industries, who put him to work when he was 12 years old. “It gave me a great respect for work. I had a curiosity at a young age for wanting to build and create something, the desire to succeed and wanting to not only be part of something, but leave something behind.”

Pepe owned his first business while in college. Realizing the convenience of frozen food and the lack of any in Mexico, Pepe went into the frozen food business. The business helped put him through school, but having to go to the market very early in the morning frequently conflicted with his studies, and he eventually let go of the business.

A relentless quest to craft the world’s finest tequilas began with a long history of proven traditions passed down through seven generations of celebrated tequila makers. In his early twenties in 1997, Pepe believed he could accomplish anything and everything. “You just go at it and not analyze it – you just dive into what ever you have to do,” said Pepe. That year, just ten cases of tequila were produced, and looking back at it now, he is surprised at the success he has achieved. Today, Pepe has propelled Casa Noble as a highly respected, luxury spirit that truly goes beyond industry standards.

The touchstones for producing Casa Noble are, in Pepe’s words, “patience and care for every single detail.” He lives and conducts business by three principles: integrity, discipline and patience. “Discipline and patience are very, very important, especially when building a business, because you’re going to get hit and you’re going to fail many times and you need to keep going,” said Pepe.

When one is considered a “maestro”, they have mastered their craft and have made a difference in the lives of those around them. Pepe is a master of his trade, and now considered a leader in the industry.

Congratulations, Pepe, for being a 2016 Maestro recipient!

Pepe studied economics at the University of Dallas and received his bachelor’s degree in business administration from the Instituto Tecnológico de Estudios Superiores de Occidente (ITESO) in Guadalajara.