An entrepreneur with a career rooted in the luxury consumer goods industry, Bertha González Nieves has been identified by Forbes as “One of the 50 most powerful women in Mexico”. She has also been named “One of Mexico’s top young businesswomen” by Revista Expansión, Mexico’s leading business magazine. For the last 20 years, her career has been centered on the spirits industry, specifically tequila. During that time, she has been certified as the first female Maestra Tequilera by the Academia Mexicana de Catadores de Tequila, the organization recognized by The Tequila Regulatory Council (CRT). A distinction held only by men in the industry, until now. Los Angeles Times calls González Nieves “The First Lady of Tequila,” Food & Wine and Fortune magazines named her one of “The Most Innovative Women in Food & Drink,” and the Financial Times noted Bertha as “a tough entrepreneur and co-founder of one of the chicest brands in a business rooted firmly in Mexican machismo.”
In 2009, Casa Dragones debuted Tequila Casa Dragones Joven, a rare blend of 100% Blue Agave silver and extra aged tequila, handcrafted with meticulous attention to detail, especially for sipping and pairing with food. In 2014, the producer expanded its collection with Tequila Casa Dragones Blanco, 100% Blue Agave silver tequila crafted to deliver the pure essence of agave, and perfect for enjoying in cocktails or on the rocks. In 2020, Casa Dragones released Tequila Casa Dragones Barrel Blend, its first 100% Blue Agave añejo tequila distinguished by its custom barrel aging process.
Prior to cofounding Casa Dragones, González Nieves spent the last 10 years as a top executive for Jose Cuervo International, the largest tequila company in the world and one of the top ten global spirits. While at the brand, she held senior marketing and commercial positions, including Commercial Director for North America, Global Director of New Business and Innovation and Global Brand Director. Prior to her positions at Jose Cuervo, González Nieves served as a consultant at Booz Allen & Hamilton, where she designed and implemented marketing strategies for leading global packaged goods companies.
González Nieves graduated Magna Cum Laude with a BA in Business Administration from Universidad Anahuac in Mexico City and holds a Masters of Science degree in Integrated Marketing Communications from the Medill School of Journalism & J.L. Kellogg Graduate School of Management at Northwestern University. Among her honors, she received the ‘Arthur E. Tatham Award’ for exceptional performance and outstanding promise in the field of marketing communications.
She currently sits on the board of the Metropolitan Museum of Art Latin American Art Initiative, as well as on the Museum of Food and Drink (MOFAD) Executive Council. Prior, she was a mentor at Endeavor Mexico, a global nonprofit that transforms emerging countries by supporting high-impact entrepreneurs, and in 2018 was awarded the “Pride in Mexico”, for her work in creating a globally-recognized, Mexican luxury brand. Prior, she served as a Board member of Editorial Mapas in Mexico City and Legal Momentum in New York City, as well as on the marketing committee of El Museo del Barrio in New York City.
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