Right now, many people are being treated unfairly, racially profiled, and pushed into situations that jeopardize both their safety and their livelihoods. In the hospitality industry, this has left workers afraid to come into work, causing financial strain for themselves and their families.
Los Angeles, where I live, has been at the center of it all. This summer, we had 4,000 National Guard troops and 700 Marines on our streets, a use of the military that a federal judge ultimately ruled was illegal.
In the midst of these massive political events, what can a person like me who markets tequila and mezcal for a living do?
The companies I work for, Real de Valle Tequila and Mezcal Divino Maguey, have given me a platform to be vocal about the injustices I see, while spotlighting issues that deserve attention.
The alcohol industry is known for its energy, fun, and ability to bring people together. But what excites me most is the chance to transform that energy into meaningful fundraising and advocacy for Latino communities.
Every cocktail ordered, every event hosted, is an act of resistance and solidarity.
Through my work, I can use this platform not only to create memorable experiences but also to channel support to communities in need. People like me actually have a moral obligation to take a stance, to resist intimidation into silence, and to use the joy of this industry as fuel for change.
One of the ways I’ve been able to do this is by spotlighting Latino-owned businesses, restaurants, and bars and partnering to benefit nonprofit organizations. Each drink becomes more than just a cocktail—it becomes a tool for action.
For example, at The Mermaid bar in the Arts District in downtown Los Angeles, a portion of every cocktail, along with proceeds from laybacks, went straight to a partnering nonprofit. At Big Bar in the Los Feliz neighborhood, I collaborated on a cocktail that was featured for an entire month, with proceeds and an end-of-the-month celebration that raised funds for another community-focused partner. Similarly, at Spring Street Bar in downtown LA, we turned shirt sales and cocktail proceeds into direct contributions for nonprofit efforts in the community.
These events don’t just generate donations—they bring people into restaurants and bars that have been struggling, particularly as ICE raids and systemic injustices continue to harm Latino and immigrant communities. Every cocktail ordered, every event hosted, is an act of resistance and solidarity.
It has been a privilege to work alongside organizations that fight for communities I am deeply connected to. It is a way to amplify causes that matter, especially when those directly affected are often forced into silence. In moments where injustice threatens to silence voices, partnerships become a megaphone.
Looking ahead, I’m excited to continue building these partnerships. Nonprofits like Inclusive Action for the City, No Us Without You LA, CHIRLA (Coalition for Humane Immigrant Rights), and the Venice Family Clinic remain vital allies in this work. Together, we can ensure that the hospitality industry stands shoulder to shoulder with our communities.
This work is not just about drinks, parties, or fundraising totals. It’s about making our voices heard, refusing to accept silence, and standing united. The fight for fairness and dignity is ongoing, and we must continue to align ourselves with like-minded people who share this vision.
We must fight. We must speak. We must remain strong. And most importantly, we must support each other.
