From basketball courts to barrel rooms: the storyteller behind Suavecito Tequila.
Bill Foss
CEO of Blue Agave Importers, LLLP
A Life of Reinvention
Bill Foss’s career has never followed a straight line. He spent 15 years as a college and professional basketball coach and another 15 leading an environmental contracting company. Then, when the 2008 economic collapse threatened to wipe out his agave farm in Jalisco, he rewrote the playbook again. With his son’s encouragement, he turned a problem into a possibility and began making tequila.
Creating Suavecito
Bill didn’t just start another spirits brand; he helped create something distinct.
He developed the formula for Suavecito Tequila himself, drawing on expert guidance and his own relentless curiosity. Highlands-grown agave, longer barrel aging, and a final touch of agave nectar became the foundation of what’s now known as “the world’s smoothest tequila.”
As CEO of Blue Agave Importers, Bill has spent the last 15 years shaping Suavecito’s growth in the U.S., driving sales and marketing while telling the story behind every bottle. He’s a natural salesman, not because he pushes product, but because he brings people into the experience through “Meet the Maker” events, tequila classes, and one-on-one conversations where his passion and humor shine.
Recognition & Growth
Behind every bottle of Suavecito is a commitment to quality that’s earned us more than just loyal fans—it’s earned us industry recognition.
Beyond Business
Bill’s perspective is shaped by more than agave. His years coaching taught him teamwork and discipline; his time running a large company sharpened his management and leadership skills. Today, he applies both as he continues to grow Suavecito Tequila.
Outside of work, Bill gives back through volunteer work at the Food Bank of the Rockies and finds balance on mountain trails, where hiking clears his head.
The Storyteller at the Center
Bill believes great brands aren’t built on marketing alone—they’re built on stories people want to share.
His own journey, from inner-city Chicago to international tequila competitions, is proof of that. And with Suavecito, he’s not just building a tequila brand; he’s building a legacy rooted in persistence, character, and the art of telling a story well.