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Carlos Camarena Passes the Baton as El Tesoro and Tapatio’s New Leadership Emerges

Carlos Camarena, a celebrated figure in the tequila industry, has announced his decision to step down as the master distiller and CEO of El Tesoro and Tapatio, both brands produced at his family’s La Alteña distillery in Jalisco. Carlos is passing the leadership to his younger sister, Jenny Camarena, reflecting a vision for the future of the business. “We need younger people to run things,” he stated during the announcement, emphasizing the importance of preparing the next generation to manage the family’s legacy.

Although this transition is not an entire generational shift—given Jenny is Carlos’ sister—it does represent a significant change with a 24-year age gap between them. Jenny is more closely aligned in age with Carlos’ children than their other siblings. Carlos will continue to lead Tequila Ocho, which is transitioning to its dedicated distillery.

Jenny’s journey to distilling wasn’t always predetermined. Initially, she pursued a career in architecture and worked at a firm before rejoining her family in 2015. The conversation about her eventual role change started about five years ago. “We were having a meeting, and the question popped up,” Jenny recounted. “They asked if I was interested in continuing with this, and I expressed that it would be an honor. My heart and soul were already here.”

As Carlos prepared Jenny for this leadership role, the transition unfolded seamlessly, often without her realizing it. “It’s been really smooth, almost sneaky,” she commented. “There were moments when I started handling tasks he was stepping back from, and I didn’t even notice when it happened. I think he knew that if it had been a sudden transfer of responsibility, I might have felt overwhelmed. Instead, he allowed me to grow into my role.”

Jenny Camarena is now the fourth master distiller in La Alteña’s 88-year history, following in the footsteps of her grandfather and father, and takes over from Carlos, who had been with the distillery since 1995. Before ascending to her new role, she held the position of head of operations.

“I now have more confidence than I did five years ago,” Jenny reflected. “I’m faced with more responsibilities and decisions that extend beyond my previous scope. It’s both powerful and thrilling to reach this point—what an incredible feeling.” Alongside her desire to uphold the rich traditions of tequila-making at La Alteña, Jenny is also eager to introduce innovative changes. Among her ambitions is the expansion of high-proof tequila varieties. Tapatio 110, a blanco with a 55% ABV, was one of the pioneers in this category, and she envisions further explorations in this area.

“I have a passion for flavor and intensity, not only in blanco but also in aged versions,” she said. “I believe we can achieve remarkable outcomes. Our facility at El Tesoro, equipped with a range of barrels from different distilleries, opens doors to creating unique high-proof expressions.” Furthermore, she reassured her commitment to maintaining the essence of their tequila-making process. “I would never make drastic changes, but I’m excited to delve deeper into the narratives and the agave’s journey.”

Being part of a family-run business adds a layer of excitement for Jenny. As she transitioned from her role as operations director, her nephew Rigoberto expressed interest in stepping up, continuing the family legacy. “Although I don’t have children yet, knowing that my nephews are interested in being involved is comforting,” she acknowledged.

To ensure a smooth transition, Carlos will remain involved as a consultant through 2025. In a memorable exchange during the announcement, he advised Jenny, “Don’t try to fill anyone else’s shoes. Use your own shoes and make your own path.”

With determination, Jenny assured, “I will. Maybe alongside yours, but I will.”

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