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Spirits of Mexico NY
New York, NY
October 13, 2011

Liquid Living Magazine

Polished Palate Biography



Mr. Grapshi is the Tequila National Sales Manager with The Sazerac Company/Gemini Spirits and Wine and, over the past 2 years, has been building their portfolio of Agave Spirits including Tequilas Corazon, Siete Leguas & Casa San Matias plus Hacienda de Chihuahua Sotol. He has spent the better part of the past 3 decades in sales management positions on both the distributor and supplier sides of the business.

Success in growing Sazerac’s tequila portfolio for its US Western Division, starting in 1993, led to the creation of, and promotion to, National Sales Manager for Herradura and El Jimador tequilas in 1999/2000. This expansion into National Sales was, in part, a response to requests from Tequila Herradura and the Romo family, having seen Herradura grow in the Western Division from roughly 4,000 cases to more than 25,000 cases per year.

Since becoming manager of Sazerac’s tequila portfolio, U.S. sales of Tequila Herradura have topped 80,000 cases annually, while El Jimador moved from 17,000 to 175,000 cases per year. From the ground floor up, the growth of these two brands was achieved primarily through passion for the products and a sound commitment to brand education, program development and solid long-term relationship building throughout the industry.