Giving Back to Help Others

I believe we are all put on this earth to give back to help others in need whether it’s a charitable donation or volunteering your time. My grandmother always said charity begins at home and yes that rings true however, there are so many important causes that need our help especially in these uncertain times.

When my late husband Jonathan and I started Señor Rio in 2009, we were on a mission to build our tequila brand one bottle at a time. We worked tirelessly from early morning to late at night self-distributing in the Arizona heat supporting each other and loving every moment of the excitement and passion we experienced. Even though it took five years before we could give ourselves an income and see a profit, it was worth every minute to make our dreams a reality.

A History of Giving Back

During those early years when we were self-distributing one bottle at a time, we were approached by many charitable organizations asking for a donation. If it was a cause we believed in, the answer was always “we are happy to commit and support your cause however we can.” We were always giving away a few bottles for a silent auction, hosting a tasting event where we offered samples of Senor Rio tequila, or simply writing a check.

Most of these organizations were local to Arizona, again Charity begins at home, and there were times we would drive to other states to support their event as well. Being a part of these organizations gave us joy, hope, and a sense of fulfillment. We are honored and humbled to say that we have supported these wonderful organizations:

Boys & Girls Clubs of America
Best Buddies Logo
City of Hope Logo
Breast Cancer Angels Logo
Phoenix Children's Hospital Logo
Catholic Charities USA Logo
St. Jude Logo
US Hispanic Chamber of Commerce Logo
Animal Guardian Network Logo
Walk With Sally Logo
Global Green Logo
Cancer Survivors Circle of Strength of Arizona Logo
Kidney Foundation of Arizona Logo
Stand Up to Cancer Logo
Juvenile Diabetes Research Foundation Logo

We Can’t Give Back to Everyone

Jonathan would remind me that while we are a company that cares and want to help make a difference by giving back, we are giving away more then we are selling. That made me realize that I have to say no sometimes because we have to grow the company profits. There is a limit on what we can do to help others, so I compromised and said that when we hit it big, we can donate more and maybe start our own foundation. A dream and goal that is still coming together in my mind.

He smiled and said more paperwork for me because starting a non-for profit is a lot of work and we have so much to do now. He  suggested that when we are at the store shopping and we see a Mom with kids, we buy her groceries to help her feed her family. That’s exactly what we did until we had the opportunity to do more.

Building on a Legacy of Giving Back

In the last ten years there have been successes and losses, both professionally and personally and I won’t share any specifics here. However, it is in remembrance of Jonathan and to honor his legacy that we are going to give back to help feed families in need.   

St. Mary's Food Bank

From now until December 31, 2020, I will donate $1.00 to St. Mary’s Food Bank for every 750ml bottle of Señor Rio tequila sold. This is something I know will make Jonathan proud and help a lot of families. No I haven’t made it big yet, but I am committed to giving back one bottle at a time. I made this announcement on April 18, 2020 during a live interview on FOX 10 Phoenix News. I also suggested that if there are any other businesses that would match my donation dollar for dollar, we could make an even bigger difference helping feed families in need.

Help Feed Families

Please visit any Total Wine & More store to buy your own bottle of Señor Rio tequila. From now until 12/31/20, we’ll donate $1.00 for every 750ml bottle of Señor Rio tequila sold to St. Mary’s Food Bank in Phoenix Arizona. Together our kindness counts! Be safe, stay well, and support small business.

Thank you for helping us feed families! Don’t forget to share this so we get the word out about feeding those in need.


Love Debbie

We are so excited that our Tequila 101 blog has been selected by Feedspot as one of the Top 25 Tequila Blogs. If you are a tequila fan, be sure to check out what others are saying about this trending spirit.


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