Sippin’ with Moose of SF Tequila Shop
We recently had a chance to catch up with Moose at the SF Tequila Shop. He kindly sat down to answer a few questions about life as a Bernal Business.
How did you get started in the tequila business?
At SF Tequila Shop, we’re more than just a retailer of spirits – we’re a family with deep roots in agriculture and business. Our story began with my grandfather, a farmer from California’s Central Valley. His passion for farming and dedication to his craft were passed down through the generations, and we’re proud to continue his legacy today.
As a third-generation retailer of spirits and third-generation farmers, we understand the importance of tradition, hard work, and quality. We bring this mindset to the store every day.
What inspired you to open a shop in Bernal Heights?
While searching for a location, we came across the Pay Little Market and were immediately drawn to its charm. The neighborhood was incredibly welcoming, with a bustling merchant corridor on Cortland that we found very appealing.
What makes SF Tequila Shop unique, and what differentiates you from other retailers?
We specialize exclusively in Agave Spirits, including Tequila, Mezcal, Sotol, and other related beverages. With what is likely the most extensive collection of agave spirits in San Francisco, we proudly celebrate the rich heritage of these spirits, carefully crafted by families and passed down through generations.
How do you select the tequilas and agave spirits you carry in your shop?
Our focus is on providing organic, small-batch collections of spirits. We prioritize getting to know the brands, their stories, and the local communities they support. We take pride in supporting women-owned brands and those prioritizing sustainability while supporting families in their communities. Furthermore, we carefully select known distilleries renowned for producing high-quality products.
How do you educate customers about the different types of agave spirits and their characteristics?
We provide helpful tips on our website and plan to launch a podcast featuring tastings and insights from the brands themselves. Our goal is to help our customers appreciate the complexities of agave spirits and gain a deeper understanding of what sets them apart from other types of spirits.
What advice do you give to someone new to tequila and mezcal?
For those new to tequila and mezcal, we advise approaching it as an exploration rather than a quick shot. Take your time sipping and savoring, and allow yourself to discover and explore the complex flavors and nuances of these spirits. Don’t be afraid to ask questions if you’re new to the taste. Our staff is happy to help guide you through the world of agave spirits, including golden tequilas and smoky mezcals.
What popular tequilas or brands are customers frequently asking for, and how do you keep up with changing consumer preferences?
On the tequila side, it tends to be small-batch, organic – no preservatives or added flavorings – including Cazcanes, Tequila Ocho, G4, and Wild Common.
On the mezcal side, with over 30 agave species contributing to the flavor profiles, notable options include Del Maguey, 5 Sentidos, Ilegal Mezcal, and Yuu Baal.
What advice would you give someone interested in starting their tequila shop or small business in Bernal Heights?
If you’re interested in starting your shop or small business in Bernal Heights, we advise getting to know the community. Building strong relationships with our neighbors has been key to our success.
We make it a point to support local establishments, such as Seafood Station, Pizza Express, and Tacos Los Altos, and we have found that the community supports us in return.
Additionally, the Bernal Business Alliance (BBA) is a fantastic organization that supports local merchants on the corridor, and we benefit from the foot traffic generated by popular establishments like 3rd Cousin.
By engaging with the community and building strong partnerships, you can lay the foundation for a successful business in Bernal Heights.
SF Tequila Shop: Your Gateway to Mexico’s Finest Spirits Has Grown
Mike Doherty serves as Chief Experience Officer at Greening Projects, a nonprofit organization dedicated to transforming underutilized urban spaces into vibrant green areas
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