Philip Soto Mares
CEO, Founder
Tequila El Duende Tequila, Inc.

El Perdido Tequila (formerly El Duende)

Philip Soto Mares What inspires a successful businessman to give up the comfortable, the familiar and venture into an enterprise fraught with difficulties and obstacles? Phillip Soto Mares, consultant, designer, owner of a small profitable business, followed a dream instilled in him as a teenager by his Tio Roberto, and took on the difficult enterprise of.

Felipe, as he is known to his friends, was born in the Fresno, California farming community of Simons Camp. Felipe credits his Tio Roberto with his first introduction at age 18, to Mexico’s native drink, tequila.

His uncle brought up a garafon (plastic jug) of 100% agave tequila made in a small homemade still in Atequiza, Jalisco. Tio Roberto offered Felipe a small glass of his spirit. In what Felipe believed to be true tequila etiquette, he shot it down.

“No no Felipe that is not how it is done,” Tio Roberto gently admonished him. “Take a sip and let it sit on your tongue. Some of the tequila evaporates on your palette. And then you swallow. This is how you get the true flavors and aromas of tequila. It’s like sipping a fine wine, not a cerveza you drink on a hot day.” From that moment a believer was born.

For years after, Phillip asked Tio Roberto to teach him the art of making tequila.

In the interim Phillip also consulted in a variety of industries from designing and developing several large manufacturing facilities to creating private label premium tequila.
Finally a call from his uncle brought Phillip closer to his dream of producing his own unique brand of tequila, his uncle called to ask Phillip to go to Mexico and learn the art of making tequila. For the past thirteen years Phillip has been immersed in the art that is tequila. As a continuation of his education, he was invited to attend the prestigious La Academia Mexicana del Tequila A.C... The training involved intensive courses in various aspects of tequila, including blind taste tests of 100% de agave tequilas. Phillip completed his training and is currently the only American recognized by La Academia Mexicana del Tequila, A.C. as a Catador Oficial de La Academia Mexicana del Tequila, A.C. Experto en Tequila. On December 8 th 2006 Phillip was appointed to the directorship of Academia Mexicana del Tequila, USA a branch of the prestigious academy in Mexico . This was the first time the honor had ever been bestowed on anyone outside of Mexico.

Phillip currently resides in the countryside of San Marcos, California where he cultivates his own Blue Agave Tequilana Weber Azul and keeps Andalusian horses. The offices of El Duende Tequila, Inc. are at 383 W. Discovery Street , San Marcos , CA 92078 . He can be reached at Office: 760-481-7586. Email: felipe@elduendetequila.com or www.elduendetequila.com

Accomplishments within the tequila industry.

First person outside of Mexico invited to the Academia Mexicana del Tequila, A.C.
First Catador recognized outside of Mexico (There are currently100 Catadores in the academy 99 of these reside in Mexico 1 resides in the US.)
Setup an alliance with 50 small batch boutique distilleries to assist with marketing their product in the US .
First person outside of Mexico appointed to the Directorship of the Academia Mexicana del Tequila, USA .
Producing what critics and aficionados are calling one of the best tequilas to come along since Don Julio .
First Catador representing the academy to be invited to the Playboy Mansion.
Co organizer of the Los Angeles Tequila Festival held at Pomona Fairgrounds
Co organizer of the Spirits of Mexico Tequila Festival held in San Diego 2004, 05, 06, 07 and New York in 2004 & 05.
Co organizes and sponsors the Fiesta of the Spanish Horse charity fundraiser for the USC Norris Comprehensive Cancer Research Center held at the Los Angeles Equestrian Center .
Sponsor for the Sean Salisbury Celebrity Classic Scholarship charity event in San Diego , CA .

Accolades

Catador Certification: Authorized to conduct formal evaluations of 100% tequila on behalf of the academy.
Director of the Academy, currently the only director outside of Mexico .
As director currently establishing the academy and its educational programs in the United States .
Master Tequilier Certification: A certification received while attending the tequila academy in Mexico signifying status as an expert in tequila, agave production and tequila making.
Tequila Ambassadeur : Representative authorized by the academy and Mexico to act on behalf of the tequila industry.
Endorsed speaker for the CRT (Regulatory Council of Tequila): A position granted by the CRT to those who have proven them selves an asset in the tequila industry. Currently there are three US citizens holding these positions in the US.
Writer: Currently a staff writer for 100% Tequila magazine, a bilingual publication with distribution in Mexico, US & Canada .
Photographer: Currently a staff photographer for 100% Tequila Magazine.
Coauthoring a book in 2007 with Robert Plotkin of Bar Media.
Presently coauthoring a coffee table book with Barbara Tice entitled “An Invitation to Tequila”.

Publication contributions.

Volume II 2004 Issue 2 “Riding the Wild Agave”
100% Tequila Magazine August 2006 Issue
100% Tequila Magazine October 2006 Issue
North County Time 2005, 2006
San Diego Union 2006
CBS Interview 2006
Beverage Dynamics 2005
Cheer Magazine 2006
Feature on Tequilaaficionado.Com
Featured on Letsplaydowntown.com

Critics

Well know spirits critic Mr. Robert Plotkin of Bar Media has written praises regarding Tequila El Duende de Don Felipe.
Jack Robertiello as well as Robert Plotkin has agreed to help promote El Duende Tequila and the academy in partnership with Phillip.

Distribution Contacts

With Phillip’s networking capabilities he has established relationship that can facilitate distribution in countries such as Spain, France, Italy, Canada, Mexico, Central/South America, Asia and the United States.

Events

El Duende has participated in a number of events some of which are listed below.

Fiesta of The Spanish Horse
Spirits of Mexico Tequila Festival
Los Angeles Tequila Festival
Sean Salisbury Celebrity Golf Classic
Fridas Restaurant Tequila Tasting in Beverly Hills , CA
Squid & Squash Foundation Playboy Mansion Event
Ferria de San Marcos Tequila Festival in Aguascalientes, México

Upcoming Events

Philip Soto Mares CEO, Founder Tequila El Duende Tequila, Inc.