Karina Sanchez Huitron

Karina has been working in the tequila Industry for over 15 years behind the tequila production process, and for most of this time she has been driving tequila training for global teams and leading public relations specialized in the category.

Her degree as a chemical engineer allows her to fully understand the tequila process. While working in the Mexican Tequila Chamber as Public Relations & Promotion Manager for 3 years, Karina had the opportunity to gain deep knowledge in the category globally, and to work together with the main players of the industry (Government and Organizations dedicated to protect and promote the category, trade chambers from all over the world, embassies, global media, Distilled Spirit Council dedicated to oversee spirits in the US, and the 60 tequila brands affiliated with the Mexican Tequila Chamber)

One of the most important achievements during her career was the design, development and launching of the first National Tequila Day celebration in Mexico including the first Tequila Cocktail Week to strengthen Tequila Cocktail trends in On Premise, the creation of the partnership with an ecommerce platform to raise tequila sales during this celebration, and the first Mixology Contest organized by the Mexican Tequila Chamber.