In Internal

It’s the spookiest time of the year and the perfect time to get ready for the holiday shopping season. The Total Wine & More stores will be very busy with customers looking to spend money on gifts for their family and friends. How will you engage with these shoppers so they stop to hear the story, sample our wonderful tequila, and add at least one bottle to their cart?

Be prepared for all of your tasting events from now through December with these suggestions:

  • Set a goal to sell a minimum of 12 tequila bottles at your events. You never know when Debbie will run a “last minute” contest for an unexpected cash bonus. This will come in handy for the holidays!!
  • Talk to and make eye contact with everyone who comes by your setup. Thank those who stop and tell them how much you appreciate them taking the time to learn more about Señor Rio Tequila.
  • If someone samples all of the expressions and they don’t add a bottle to the cart, ask them why? You never know what nugget of information you get from their feedback that you can use for the next customer.
  • Don’t forget to mention the Customer Appreciation contest and encourage everyone to take a picture with a bottle for the chance to win a Total Wine Gift Card.

As a reminder…it is important that everyone uses social media to increase awareness about Señor Rio Tequila. Not only does this increase brand recognition, it can drive more people to the Total Wine Store for your event.

Be sure to follow, comment, and share with your family and friends what we post on Facebook, Twitter, and Instagram.


We have added another way to qualify for the Brand Ambassador of the Month program! In addition to selling the highest average number of bottles sold, anyone who comes up with a great idea to market or promote the Señor Rio brand can also qualify and receive the bonus.

For the month of September, the winner is Gerald Soto! He went above and beyond by contacting the Phoenix local Fox News station to inquire about an interview with Debbie for the 10 year anniversary of Señor Rio Tequila. Because  of Gerald’s initiative, a clip of the interview ran on the television and it is available on their website. Be sure to check it out!!

A few things to know about Gerald…

Do you have a full-time job? If so, what do you do?

I work full-time for OneMain Financial as an underwriter for personal and auto loans.

What inspired you to become a Señor Rio Tequila Brand Ambassador?

I met Debbie through Irma (another Brand Ambassador) and she mentioned all about Señor Rio and Debbie’s future plans. I was inspired to be a part of this wonderful journey and know I would be a great asset for Señor Rio.

Which Señor Rio Tequila product is your favorite and why?

My favorite is the Añejo. It is very smooth and full of flavor. I can enjoy it as a sipping tequila and I always pick one up for every family function.

What is the most fun aspect of being a Señor Rio Tequila Brand Ambassador?

I enjoy all the interaction I get with customers and building relationships with each employee at Total Wine. I get complimented often about how much passion we show when speaking about Señor Rio.

What tips do you have for engaging with customers and encouraging them to buy Señor Rio Tequila products?

The best thing I can say is to smile and be welcoming to every customer. Don’t be afraid to encourage them to take a bottle home. Explain the benefits and share your passion. Always keep in mind “customer buy the destination, not the airplane.” That’s what we promote in each bottle – Sharing Tequila…Is Sharing Life!

Congratulations and thank you Gerald for everything you do to raise awareness about Señor Rio Tequila!! Enjoy celebrating your success with that $50.00 bonus you will receive in your next check.


New Event Calendar

There is a new look to the event calendar that will make it so much easier for customers to locate events in their area. It is also going to be a lot simpler to share your events to your social media accounts.

Some things to keep in mind when looking at the calendar:

  • If you click the “Date” filter at the top of the calendar and select a date, you can filter the events that display to that date.
  • The “Categories” filter allows you to select a specific state to see only the events scheduled in that state.
  • To see only your events, click the “Tags” filter and select your name from the list.
  • When you click an event, a new window opens and you can click “Share” to post the event to your social media.

Please check out the new calendar and be sure to add the #senorriotequila hashtag to any event you post so we can track the number of shares and likes.


New Brand Ambassadors

Join us in welcoming these new members of the Señor Rio Tequila family:

  • Marla White (Reno, NV and Sacramento, CA)
  • Roger Hannah (Albuquerque, NM)
  • Martin Kainec (Santa Fe, NM)
  • Ken White (Tucson, AZ)

Don’t forget there is a referral bonus available to all Brand Ambassadors who recommend a friend, they become a Brand Ambassador too, and then host 3 tasting events at Total Wine.

Señor Rio El Diablo Cocktail

Cocktail of The Month

Each month we will select a “Cocktail of the Month” to share on social media. Customers will love the simplicity of these drinks and get the opportunity to share Señor Rio Tequila with others.

The El Diablo is a perfect drink for Halloween because of its creepy look with the dark color and floating blackberries. It reminds me of the spookiness associated with one of the most fun holidays of the year.

Simply save the image to your mobile device and then post it to your Social Media accounts. Don’t forget to tag @senorrio (Facebook & Twitter) and @senorriotequila (Instagram) and add the hashtag #senorriotequila. Now is the time to start posting because there will be upcoming contests to win bonuses based on the number of things you share with your friends and family.

In an effort to formalize the process for on-boarding new Brand Ambassadors and maintaining consistency, we have developed a handbook of Policies and Procedures. This document establishes the requirements and expectations for everyone who represents the Señor Rio Tequila brand.

In addition to the policies and procedures included, there is a contract that needs to be signed by anyone who wants to continue as a Brand Ambassador in 2020. Please carefully read through the contract and the rest of the handbook. If you agree to the information included in these materials, please sign the contract, take a picture of the signature page, and then email it to

If we don’t have your signed contract by November 15th (new Brand Ambassadors who have already signed their contract do not need to resend it), we will not schedule you for any tasting events in 2020.

If you have any questions or concerns about any of the information included in the handbook, please let Debbie know.

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