Jesse Estes, Global Brand Ambassador for Tequila Ocho, has tequila in his blood—literally. From growing up alongside one of the spirit’s greatest advocates (his father, Tomas Estes), to now shaping its future on a global scale, Jesse’s journey is one of authenticity, heritage, and heart. We sat down with him to unpack life on the road, the soul of the brand, and the balancing act behind one of the most respected ambassador roles in the industry.

By Albert van Beeck Calkoen – Copyright header image Alex West

Ocho, Family, and the Spirit of Tequila

“I started as a barback and then worked as a bartender for almost a decade,” Jesse begins. But his path into the drinks world started much earlier than that. His father, the late Tomas Estes, was one of only two official Tequila Ambassadors appointed by the CRT (Mexico’s tequila governing body). That influence was more than formative—it was foundational. “Tequila is in my blood,” Jesse says. “You could say I was born into it. Ocho is a culmination of my father’s lifelong love and passion for agave spirits, and I’m incredibly proud to carry on that legacy.” Jesse’s transition to brand ambassador came naturally. After supporting the brand part-time starting in 2013, he joined full-time in 2016. “It wasn’t so much a defining moment as it was a confluence of passion, timing, and purpose.”

Always on the move

Being the global face of Tequila Ocho means living out of a suitcase—literally. Jesse estimates he visits about four countries per month. And while the travel is exhilarating, it demands structure. “Gym time is non-negotiable,” he says. “If I haven’t gone by Friday, then it’s Friday–Saturday–Sunday mandatory. A good workout feels like hitting a ‘reset’ button.” To stay grounded, he always travels with a jump rope and essential supplements like Omega-3s and Vitamin D. An eye mask and white noise playlist are his nightly rituals—his way of finding consistency amidst chaos. What’s his top travel hack? “I own two sets of almost everything. My bag is pretty much always packed. It saves me time and mental energy every week.”

What the job really looks like

“No two days are ever the same,” Jesse says, and that’s exactly how he likes it. From prepping for Tequila Ocho’s sponsorship activations at the World’s 50 Best Restaurants to leading seminars at Tales of the Cocktail, Jesse’s role blends advocacy, education, event planning, and storytelling. “If we’re drinking tequila and not having fun, we’re probably doing something wrong,” he adds. His work extends beyond education. Over the years, he’s been deeply involved in product development—including pioneering the first tequilas aged in ex-rum casks. “It’s been incredibly rewarding to push boundaries while staying true to our heritage.”

Finding balance in a spirited life

Jesse is candid about the challenge of balance in a role that never really clocks out. “Early on, I worked 6–7 days a week and said yes to almost everything. Now, I aim for two full days off per week and try to be more selective about where I invest my time.” He’s also become more intentional about drinking. “I’ve cut down substantially. Longevity in this industry means finding a personal balance—and for me, that means less alcohol, more meditation, and a clean diet.” A daily meditation practice, even if just 20 minutes, keeps him centered. “It gives me clarity, especially when life gets hectic.”

Why it’s more than just a job

Ask Jesse what he loves most, and his answer is immediate: “The people. The places. The relationships.” He speaks with reverence about Mexico—where he draws continuous inspiration—and also holds deep affection for Hong Kong and the Philippines. “Each place leaves a mark. But visiting Mexico always feels like coming home.” As for drinks? He’s a Paloma guy through and through. “I never get tired of trying local riffs on the Paloma. It’s refreshing, versatile, and full of personality—just like the bartenders who make them.”

Looking ahead, sharing wisdom

Jesse is often asked how to break into the ambassador world, and his advice is practical: “Study your chosen spirit. Take courses, read books, join communities. Make sure your CV is updated. Get a professional headshot and a strong bio—even if you don’t need them yet. And network. A lot.” He’s also quick to dispel myths: “This job isn’t all glamorous parties and first-class flights. It’s a grind—one that requires stamina, empathy, and a genuine love for the craft.”

Looking ahead, Jesse sees a shift in drinking culture. “People are drinking less—but better. Premiumization and authentic storytelling will drive the industry forward. Brands that can offer real connection will thrive.”