Rambler Roots Help PJ Dwyer '08 Grow a SoCal Brand

2/24/2021

In 2018, when Patrick J. “PJ” Dwyer ’08 joined the team at Nosotros Tequila, the relatively unknown brand of small-batch agave spirits from Hermosa Beach had just stunned the industry when it was awarded Best Tequila, Best Silver/Gold (Unaged) Tequila, and a Double Gold Medal at the 2017 World Spirits Competition in San Francisco. As newcomers in the dense and notoriously competitive spirit industry, the company’s strong showing was anything but expected. And while these accolades put Nosotros Tequila on the map, an emerging partnership with one of the most recognized corporations in the world would soon open a new chapter for the young brand that holds its roots firmly in the pura vida lifestyle of Costa Rica, the rebel spirit of Mexico, and the laid back vibe of sunny California.

Soon after PJ left his position as senior account executive at IMG College in Los Angeles to join the Nosotros team, the brand launched a partnership with Tesla—yes, that Tesla. The collaboration has somewhat of a whimsical start, originating from a playful tweet about “Teslaquila” on April Fools’ Day 2018 from the electric automaker’s CEO Elon Musk, who has a well-known penchant for quirky side projects (surfboards and flamethrowers, anyone?).

Lightning Strikes

"The day after that tweet, Elon went to his team and he actually did want to create a custom Tesla tequila,” explains PJ, who notes that Tesla and Nosotros are headquartered near each other in Southern California. The two companies initially connected through their employees. “We started doing samplings and tastings at their events, and they appreciated how we created fun experiences for their guests and teams,” he says. “They loved our juice.”

Nosotros was hand selected by Tesla to create its custom tequila, an exclusive, ultra-premium, French oak barrel-aged, 100% de agave tequila añejo—a process that took two years and an incredible amount of energy and focus. “It was like running two companies at the same time,” PJ recalls. Nosotros even created an eye-catching lightning-bolt-shaped bottle and spared no detail in its design. “Each one is blown glass,” PJ says. “It’s a very meticulous process with two highly skilled artisans blowing glass at the same time." The result? A commemorative piece which pays tribute to sustainable energy (a nod to Tesla) and pays homage to the myth of tequila’s origin (legend has it that a heavenly lightning bolt struck an agave and sent forth its juice to make tequila).

The Nosotros-produced spirit retails for $250 on Tesla’s website and launched in November 2020. Featuring a dry fruit and light vanilla nose with a balanced cinnamon-pepper finish, the exclusive drink sold out in just three hours—despite a two bottle limit, restricted sales to certain US states, and zero promotional messaging from either company. As of the writing of this feature, Tesla Tequila remains sold out and in high demand.

The Ones to Watch

It’s safe to say that Nosotros Tequila is on to something. Pairing a distinctive brand spirit with uncompromising attention to detail and quality, Nosotros already has a reputation in the industry as the ones to watch. Their lineup of award-winning spirits includes a sweet and citrusy blanco, a smooth reposado with a vanilla-honey-cinnamon twist, and a uniquely blended mezcal. So which is PJ’s favorite? We had to ask. “I love our reposado on the rocks, which sounds surprisingly good for 9:30 a.m. on a Wednesday,” he laughs. If you’re looking for something to mix, shake, or stir, check out the creative recipes Nosotros has curated for cocktails like cocoa winter shots, a ginger-vanilla margarita, and the tequila toddy.

In many ways, the Nosotros narrative is the classic underdog story. “As an independent spirits company, we’re extremely unique in this industry,” says PJ, who has served as the company’s chief revenue officer and partner since 2018. “We have a long way to go, but we’ll continue to build this brand as a community. The way we’re going about this is intentional, and we want to make this long-lasting. Our goal is that people enjoy our product and experience our brand as a community.”

Indeed, the idea of community is at the very heart of Nosotros Tequila. The name Nosotros (us/we in English) is derived from the experience of enjoying the better things in life with family and friends. And the brand fully embraces the social experience which its products cultivate. A quick scroll down their Instagram page reveals an uncluttered brand esthetic rooted simple moments that convey a deep appreciation for nature, friendship and family. In one post, you see a handful of glasses raised in a celebratory toast. Another captures a couple cozied up in a warm holiday scene. And in another, friends take in the sunshine—and the sips—on a beautiful day.

What’s more, on the back of every bottle are stamped the words “Enjoyed by” with a blank space for the names friends and family. It’s a small detail that exemplifies the spirit and character of the brand. It’s also a feature that has quickly made Nosotros Tequila a go-to for gifting at weddings, birthdays, and other special occasions.

This strong community vibe is woven throughout the fabric of Nosotros and is what initially piqued PJ’s interest in the company. He met Nosotros founder and CEO Carlos Soto, who was born and raised in Costa Rica, through a roommate. This was soon after Carlos hatched the idea for the company from a senior class project at Loyola Marymount University. The two quickly become close friends, sharing many of the same values and, of course, a love of tequila.

PJ’s friendship with Carlos and his experience in sales, which Carlos and Nosotros co-founder and CFO Michael Arbanas lacked, prompted him to get involved. “I loved their story, and I started helping on the side with some connections I had via agencies and distributors,” PJ says. It wasn’t long before Carlos and Michael invited PJ to join the team as a third partner and to run the sales side of the business.

Ramblers Rally with Support

It was a big risk for the Winnetka-native, who had already etched out for himself a promising career path. After graduating from Loyola University Chicago, PJ worked as an account executive at NCC Media and sales account executive at NBCUniversal Media, LLC, before venturing to the West Coast where his brother, three-time Olympic medalist in swimming Conor J. Dwyer ’07, was training at the time. In LA, PJ was senior account executive at Learfield IMG College, a large collegiate sports marketing company. “Things were going well,” he says. “I had no reason to look at other opportunities.”

But something about this felt different to PJ, who turned to several of his mentors from the Loyola Academy alumni network for trusted advice. First was a call to Daniel R. “Danny” Wirtz ’95, chief executive officer for the Chicago Blackhawks and vice chairman of the Breakthru Beverage Group. “He knows this spirits business better than most and was a great mentor to me,” PJ says. “Danny provided me with really helpful guidance. We walked through my options, and he gave me enough information to make the right decision.”

Next was a conversation with Atlanta-based entrepreneur and investor Michael B. Dowdle ’84, a founding partner at Circadian Ventures. “Mike is an entrepreneur in every sense of the word,” says PJ, who looked to Dowdle for much-needed guidance in start up space.

It was John J. “Johnnie” O’Donnell ’83, founder of men’s apparel and lifestyle brand johnnie-O and close friend of his father Patrick J. Dwyer ’78, who ultimately encouraged PJ to take the leap. “Johnnie was all for it and recognized that it was a great opportunity for me,” he says. “He was another huge support and really took me under his wing.”

“Being able to talk out my options with these Ramblers gave me reassurance,” adds PJ. “They were enthusiastic and encouraging, and I’m grateful for their support.”

In October 2018, Dwyer went for it and joined the Nosotros team full-time.

"This is very much a family business."

Today Nosotros is a team of ten with one thousand points of sale in Southern California alone—no small feat as a self-distributed and independent company. The best part? “Each person on the team is someone we know: a family member, a friend, or someone in our network,” says PJ, emphasizing his company’s community value. He proudly reports that his sister Patricia A. “Pati” Dwyer ’13 has recently joined the team as Illinois market manager. “This is very much a family business,” he says.

When PJ struggled to find a distribution partner to bring Nosotros home to Chicago, it was a fellow Loyola alumnus that opened the door. PJ exhausted his contacts and scoured LinkedIn for connections and eventually found Patrick H. Ryan ’10, general sales manager of Romano Beverage, a family owned distribution company. “We jumped on a call and talked for over an hour,” says Dwyer. “Within one week we agreed to distribute in Chicago...after a year of trying to figure this out and bring the juice back home!"

PJ also expressed his gratitude for Ryan M. O’Donnell ’95, founder of Ballyhoo Hospitality, a restaurant group that includes Gemini Chicago, Coda di Volpe, Old Pueblo Cantina, Sophia Steak, and Andros Taverna. As a college student, PJ worked for Ryan as a barback and bartender at Gemini Bistro in Chicago’s trendy Lincoln Park neighborhood. “Ryan gave me a job. He gave me a shot,” says PJ. Today, Nosotros is the premium tequila served in all of Ryan’s restaurants. “He’s been incredibly supportive.”

“Truly, the amount of people from the Loyola family that have gone out of their way to support me—everything from buying a bottle to just wearing our hats—is really incredible,” he adds. “It’s hard to put into words.”

A Climbing Competitor

So what’s next for the small, SoCal brand that’s taken the spirit industry by storm? “There are a few projects I can’t touch on just yet,” says PJ. He’s subtle and modest here, choosing his words carefully—a great hint that the best is yet to come. But what he does say with certainty is that he’s looking forward to a huge year of growth and spreading Nosotros into various markets across the United States. “Be on the lookout for Nosotros in local restaurants, bars, and retail locations—soon.” Nosotros is currently distributed in Illinois, Nevada, New York, and international markets.

In the meantime, he plans to continue fostering a relationship with the Loyola network that has supported his journey in so many ways. In January, partners PJ, Carlos, and Michael hosted an exclusive Nosotros Tequila virtual tasting event for members of Loyola’s President’s Leadership Council (PLC).

"We are grateful to PJ and our Nosotros friends for sharing their story with the PLC," says Vice President for Alumni and Network Engagement Marty Jennings '98, who hopes to offer an in-person event like this in the future.

"It's inspiring to hear that the Loyola network played such a big role in PJ's career discernment and the growth of their startup," he continues. "It is my hope that all Ramblers find similar opportunities within our great network and take advantage of the generosity and care for others demonstrated by so many of our alumni."

“I definitely see opportunities to continue working with the PLC and engaging with other people from the Loyola network,” adds PJ.

Learn more about Nosotros Tequila at https://nosotrostequila.com/.

Cheers!

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