Guadalajara, the capital of the Mexican state of Jalisco, is to tequila what California’s Napa Valley is to wine.

So, it’s no surprise that Guadalajara native Juan Jose Sánchez would go on to found a premium tequila brand rooted in long-standing traditions.

Sánchez built Clase Azul México while working full time in the financial sector.

In a keynote Q&A with ASI CEO Ashish Mittal at the Power Summit (during which attendees enjoyed “Power Water” cocktails), Sánchez, chairman of Clase Azul México, talked about his journey from corporate America (he moved to the U.S. when he was 18) to establishing a tequila brand known for quality craftsmanship and distinctive ceramic bottles hand painted in Mexico.

“We wanted to catch people’s attention at the point of sale,” said Sánchez, who worked to build the company on nights and weekends while holding a full-time job in finance back in the early 2000s. “I think of Apple, which has beautiful hardware and great software. We focused on the bottle and the liquid inside, which has to be spectacular. And then people upcycle the bottle to create vases, candles and other keepsakes.”

While the experience of the tequila is key, Sánchez said at core the goal is to give consumers an experience of Mexican craftsmanship, culture and tradition.

“We’re in the emotions business,” he said. “We help people connect socially with tequila and mescal.”

Juan Jose Sánchez of Clase Azul México sat down for a Q&A with ASI CEO Ashish Mittal at the ASI Power Summit in San Diego.

Still, said Sánchez, Clase Azul can’t be everything to everyone. “We stay in our lane, where we’ll be most effective,” he said. “While we see potential to grow in Europe and Asia, we’re selective. We have to be where the right consumers are.”