When most kids are in school and asked what they want to become when they grow up, very few, if any, say that they want to start their own tequila company. But that is exactly what Timothy Maurice did. The year-old company is now sold in over 80 bars and restaurants and is quickly becoming the brand of choice among tequila drinkers.
Back in college, the marketing and branding specialist decided he wanted to own his own company. After working and designing for others, like the rapper Akon and the Sean John clothing line, Tim decided to take a trip to Mexico to learn more about the art of making tequila. Upon the manufacturer educating him on the product and theories behind such a special opportunity, Timothy decided to become one of the few black-owned tequila brands in the world.
“When I started the process of launching my tequila company 8 years ago, I didn’t have the funds to do so. So, I worked and saved and did whatever I had to do to make sure that my dream became a reality. And I knew that if I was going to do this, that I had to do it right,” Maurice said.
Doing it right meant only using the plants that grow in the fields of Mexico to develop the smooth taste of Real Azul. The name tequila can only be used if the ingredients are from the blue agave plant grown around the city of Tequila, northwest of Guadalajara, and in the Jaliscan Highlands (Los Altos de Jalisco) of the central western Mexican state of Jalisco.
Doing it right also meant creating brilliant packaging and branding that compliments the amazing taste of the tequila.
“I created the design of the bottle and we ship it from France to Mexico. I personally sign every bottle that we sell before it leaves for market. We want everyone to feel a personal connection to the brand and to the taste of Real Azul,” Timothy said.
So far the company is exploding in popularity. It was a major sponsor at the Oscar Awards in 2019 and has been used in promotions at Tyler Perry Studios events. The company wants to make sure that it aligns with other products that can ensure its branding and image.
For Timothy, his story should resonate with any man of color who is looking to start their own business. To own a tequila business is a dream come true, but for anyone who is looking to breathe life into their own dream, they can look to men like Timothy who had an idea and worked tirelessly until it became a reality.
“When this is all said and done, I would like to write a book about my 8-year journey, about what it took to make this happen. I made a lot of mistakes along the way that I think I can help others avoid,” Timothy concluded.
Those mistakes have made him the man he is today. One thing is for certain, when a little school-age child is asked what he wants to be when he grows up, he can now say he wants to own his own beverage line because of men like Timothy Maurice.
