The Phoenix CEO-CFO Group 


Monday, November 20, 2017 from 11:30 AM to 1:15 PM MST

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The Stockyards Steakhouse 
5009 E Washington Street
Phoenix, AZ 85034

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November 20th 2017 - Lunch & Learn 

Join the Phoenix CEO-CFO Group on Monday, November 20th 2017 for a "Lunch & Learn" with Santiago & Ralph Gonzalez of 3 Amigos Tequila - "How to Start a Family Tequila Business:  The Story of 3 Amigos Tequila

Come join the Phoenix CEO-CFO Group for Lunch & Learn where we will be discussing the story of 3 Amigos Tequila.  Join us for great discussion and lunch at the Stockyards with your peers.       
About the Presentation:

Tequila in general, why we entered the market, advantages of being a vertically integrated business, disadvantages in the very competitive market, “quality sells.” Tasting will be done during the presentation with explanations of each of the varieties.

General understanding of tequila, hopefully an appreciation of the time and work that goes into this spirit, and an insight of the liquor industry.

Tequila is supposed to be fun and it is supposed to be enjoyed with family and friends, so come enjoy some tequila with our family as we hopefully teach you a thing or two about our industry, while enjoying some 3 Amigos Tequila.  

About the Speakers: 

Santiago Gonzalez was born in 1957 in Jalisco, Mexico. He is one of 14 children in his family. He has 3 sons, Jose, Francisco, and Rafael (Ralph) and his wife Margie. His family moved to the US in 1968 and from that point on he called the US home. Starting as only a ranch hand, Santiago’s passion and hard work put him in a foreman position for the farming company he worked for. Soon after he married Margie Gonzalez. Santiago, Margie, and Santiago’s brother’s (Atanacio and Eleno Gonzalez) started G Farms. Since then the family has built the company into a successful farming business. Santiago’s passion is farming and knowing that his crops are being enjoyed by many people. Santiago is President and one of the original founders of 3 Amigos Tequila.

Ralph Gonzalez is son of Santiago Gonzalez. Ralph was born in Phoenix, AZ in 1987. Ralph has four kids Adrian, Samantha, Nadine, Guillermo and his wife Monica Gonzalez. Ralph has worked and learned alongside Santiago since he was a young boy in the farming industry. In 2006 Ralph got involved in the family’s tequila business and helped with graphic design. In 2009 he started in marketing and in 2011 he moved to sales. From 2014 to present, Ralph has overseen operations of the business.  

About the Company:

The 3 Amigos Tequila story begins with the Gonzalez family from the Highlands region of Jalisco, Mexico. With deep roots in farming that span multiple generations, the family has grown 100% blue Weber agave for more than four generations. From growing and harvesting agave plants to distilling and bottling tequila, the Gonzalez family is dedicated to time-honored traditions in order to bring you superior, premium tequila each and every time.

The red rich soil and inclined slopes in the Los Altos region of Jalisco, produce the finest Blue Tequilana Weber Agave in the world. From growing and harvesting the agave to maintaining the fields, we carefully cultivate the land that has been part of our family for generations. 3 Amigos agave is harvested by our skilled jimadores who shave the agave completely from its leaves. Biological pest management keeps the crops healthy and free of synthetic chemicals and hormones. These farming methods earned 3 Amigos Tequila its organic certification from the USDA and the EU (European Union.)

At the distillery the agaves are cooked in small batches for twelve hours in pressure-cooking ovens. The agaves are then transferred to a conveyor that takes them to a juicer, which extracts all the juice from the agave — producing un-distilled tequila. Whether it’s Blanco, Reposado, or Anejo tequila, 3 Amigos distills all its tequilas twice. 3 Amigos Tequila Blanco is distilled, then put straight into a bottle. 3 Amigos Tequila Reposado is Blanco tequila that we rest in white oak barrels for 11 months. 3 Amigos Tequila Anejo is Blanco tequila that we age for a minimum of 2 years in white oak barrels.

“We are farmers first. For generations we have grown the finest agave for premium tequila brands. In order to have the best tequila you must have the best agave and we are experts at growing agave.” – Rafael Gonzalez, 3 Amigos Family


Registration is required and attendees must meet our Membership and Attendance/RSVP Policies are in effect. Registrations are accepted online and must be completed by Friday, November 17th, 2017 at Noon. 


2017 Upcoming Events:  Mark Your Calendar

October 23rd - "Lunch & Learn" - "The Untapped Advantage of Organizational Health", Presented by Michael Lorsch, Principal Consultant, The Table Group

November 20th - "Lunch & Learn" - “How to Start a Family Tequila Business:  The Story of 3 Amigos Tequila” by Santiago Gonzalez

December 18th - "Lunch & Learn"

January 22nd - "Lunch & Learn"

February 26th - "Lunch & Learn"

Visit for other great events.

The Phoenix CEO-CFO Group is Sponsored by:
 Gammage & Burnham, VincentBenjamin, LaneTerralever