González Nieves, a native of Mexico City, teamed up with partner Bob Pittman (MTV creator and former AOL Time Warner COO) to launch the Casa Dragones brand for connoisseurs of fine spirits “to expand their repertoire of tequilas and savor them as they would a fine wine,” says González Nieves. The line includes a refined sipping tequila meant to pair with food and a “silver” tequila that’s great on the rocks or in a cocktail. Casa Dragones is now a category leader in the market.

Ingrained in the company’s mission is González Nieves’ passion for championing Mexico and educating the public about agave, the plant from which tequila is made. The company is also devoted to sustainable practices and modern production processes that improve the lives and livelihoods of workers in the industry.