Alex Reymundo’s Thing

Finding his way to Louisville by marrying his wife, a native Louisvillian, Alex is expanding his career from successful comedian to tequila proprietor. In fact, you may have seen Alex in one of his two specials on Showtime’s Comedy Central; Hick-Spanic and Red-Nexican. One of the Latin Kings of Comedy with George Lopez, Cheech Marin, Paul Rodrigues, and Joey Medina, Alex is now touring with Ron White, of Blue Collar Comedy Tour fame. True to his comedy roots, Alex named his new tequila business Number JUAN, which launched into the marketplace last month. While we sip from the more exclusive tequila in his line at Seviche Restaurant, Alex effuses, “Look at the legs on that,” referring to the tequila dripping down the snifter glass while he swirls it. “They’re beautiful, they’re thick, they run slow, and there aren’t very many of them.”

 

Photography by MelIssa Donald

It always has been. Unfortunately, it was introduced to the country as a wild, crazy drink with a worm in it. John Paul DeJoria of The Patron Spirits Company was brilliant when, in the 1980s, he marketed his as a premium tequila, 100 percent agave instead of the blends we were used to. When he introduced his premium tequila, he re-educated America that tequila is supposed to be sipped like a beautiful bourbon.

How did you discover this tequila?

My friend and now partner, Julio Rejon, also a tequila connoisseur, went through the hills of Mexico, through the valleys, to the Tequila region, and he found the perfect tequila: not mass produced, just a small little distillery that takes pride, puts their heart, passion, and craft into their product. When I tasted it for the first time, I knew it was the best tequila I had ever tasted.

You compare tequila to bourbon. Why?

Tequila, like bourbon, is made in a particular region. Tequila comes from the blue agave plant that grows in Mexico where a volcano erupted hundreds of thousands of years ago, leaving behind rich volcanic soil. Number JUAN is made from the agave of the lowlands, a better part of the region of Tequila.

Who came up with the name?

My partners, Julio Rejon and Fernando Del Toro, and I did.

I think it’s hysterical!

Not everyone liked the name. When we first started this venture, we were told we were going to need to spend $50,000 to $80,000 with a marketing company to give it a name, a label, and do all this test marketing. One of the first things we said was, ‘How about Number JUAN?’ They laughed and said, ‘That’s the dumbest thing we’ve ever heard of.’ Well, I went on the Bob & Tom radio show, with 160 markets across the country, and I said, ‘Go to my Facebook page and vote on the label.’ Over 500 people went on there and voted! That’s a free test group!

What inspired you to start a tequila company?

I have been drinking tequila since I was 16. (Alex whispered, because his 14-year-old daughter is with him. He also has a 10-yearold son.) I love tequila and truth is, I have found the superior tequila. I don’t say that because I’m selling it; I wouldn’t be selling it if it was anything less.

How did you find the courage to start this new company?

I gathered all my pennies and I’m simply allowing my faith in God to bless my steps.

Do you feel a responsibility to represent the Hispanic community as a comedian and business owner?

When I was 2, we moved into a middle-class white neighborhood. I like to say we didn’t belong there, and financially, we didn’t really belong. We had a real nice house… nothing in it. All the little kids used to play at our house, because you can’t break what you don’t have. My mother used to say to me and all my brothers and sisters, ‘You have a responsibility. Don’t fulfill any stereotypes they’re waiting to peg on you. You have a responsibility for all the people who can’t speak for themselves.’ And I was like, ‘Mom, I’m 5.’

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