Luis Navarro has a knack for adapting, even in the face of change. His talent for understanding the varying needs of his audiences makes him a great educator and his flexibility as he navigates new concepts and challenges in an ever- transforming environment makes him a trusted leader. As the Senior Tequila Ambassador for Beam Suntory, Luis combines his unique adaptability with his passion for sharing the stories of agave spirits and his Mexican heritage, making him one of the most respected professionals in advocacy today. Watching his family work in restaurants throughout his childhood, Luis has deep roots in hospitality, but he had other ideas about his future. Growing up in Los Angeles, he dreamt of becoming a teacher but after spending time in the classroom, Luis realized he could have even more impact on students and teachers (especially Spanish-speaking kids) working for the local public television channel, sparking his interest in marketing and PR. From there, he progressed into event management at UC Davis. Luis fell in love with the art of tequila when a restauranteur friend introduced him to complexities that make tequila so unique and sensing the bright light of curiosity, took Luis under his wing. Luis spent his days working his events job and his nights moonlighting as the Tequila Maestro at his friend’s restaurant, teaching his guests about his new-found obsession. It wasn’t long before tequila brands took notice and approached him about representing their spirits. For over 12 years now, Luis has brought all the knowledge he gained from the twists and turns of those formative jobs to his work amplifying the journey of agave over time, the resiliency and craftsmanship of its distillers, and the traditions of Mexican culture. Starting out in San Francisco, Luis credits his early successes and his own emotional wellness to the friends and mentors he connected with in our industry. These were the people that made him feel supported and seen as a person for the first time, sometimes believing in him more than he believed in himself. These days, Luis is back in LA and when he isn’t waxing poetic about the history of tequila or building out the details of another exciting event, he is following in his mentors’ footsteps by endeavoring to lift up the voices of marginalized individuals and communities that may often go unheard. Ambassadors do a lot of talking but most of Luis’s favorite things to do involve listening. Whether it's the much-told stories of his family from his aunts and grandparents, the laughter of his nephews, or the clink of glasses toasting over a barbeque at his new little house, Luis knows the importance of feeling heard.