Roberto Carlos Almanza Santoyo is more than just a name in the world of premium tequila. As brand ambassador and show bartender for Padre Azul High Premium Tequila, he has earned himself a permanent place in the industry. But behind his success lies an impressive life story that takes him from the north of Mexico, to the vibrant nightclubs of Cancun and all the way to Vienna.

Childhood and early years in Mexico

Born in San Luis Potosí, around twelve hours from the US-american border, Roberto grew up in a household with his grandmother, mother and two sisters. Close contact with his family and regular family gatherings after Sunday mass shaped his childhood. Although he only came into contact with his father at the age of 11, he made a lasting impression on him.

Education and first steps in gastronomy

Roberto attended a private school where he learned English – a skill for which he is still grateful to his mother today. He started working in his father’s cantina (for those who wonder what this is – it’s a typical Mexican Bar) at the age of 11 and discovered his passion for gastronomy and bartending. Despite working in the cantina, he continued his school education.

At the age of 15, he found his first job in a local disco through a friend, where he worked at weekends and earned his first money. Roberto was a true all-rounder: in addition to working in the disco, he had numerous other jobs, including as a dog groomer, carpenter and operator of a recycling business.

The bold move to Cancun

His passion for gastronomy led him to study tourism and gastronomy, but he dropped out after three semesters. He spontaneously decided to move to Cancun with a friend, where he started all over again. Living in a shared flat and keeping his head above water with various jobs, Roberto had a clear goal: to work in the best local disco, Coco Bongo.

He started as a chauffeur and car parker and used this position to make contacts with the disco’s bosses. After a while, he actually managed to land a coveted job as a barback at the disco. But fate had other plans: in 2006, Hurricane Wilma hit the region and destroyed the club. Roberto decided to stay and help with the reconstruction – a moment he describes as one of the “magical moments” of his life.

Career and personal challenges

After the reconstruction of Coco Bongo, Roberto was promoted to bar manager. Despite his young age and the great responsibility, he mastered the challenges and learned a lot about management and the dynamics in a bar. During this time, he also met his first wife, an Austrian stewardess. The two married and moved to Austria after some time together in Mexico.

The move to Austria was a big change for Roberto. Without a work permit and no knowledge of German, he had to work his way up from scratch. But his passion and perseverance paid off: He found a job at the Manolos bar in Vienna, where he worked for 13 years and made many friends.

Luis Morales, Manolos Barchef and Roberto

Among them was his local colleague and now internationally renowned street artist Luis Morales from Peru. This is the side story through which Luis came to Padre Azul and finally enriched the artist edition 2023 with his art. Together with Roberto, he is on the road at many events and contributes to Padre Azul’s signature with his art.

During these times he also met his second wife and mother of his daughter.

The rise at Padre Azul

During his time in the Manolos bar, Roberto met Adriana, the wife of Padre Azul company founder HP Eder. Manolos was one of the first bars in the world to stock Padre Azul tequila. A lot changed during the coronavirus pandemic, and Roberto was offered the opportunity to work as a brand ambassador for Padre Azul. He has since become an important member of the Padre family and is closely associated with the brand.

Roberto and Adriana Alvarez Maxemin

A look into the future

Roberto has overcome many challenges in his life, always maintaining his passion and dedication. However, the most important “magical moment” in his private life was the birth of his daughter – an event that touched him deeply and gave him a new perspective on life.

Roberto Carlos Almanza Santoyo is a living example of how great things can be achieved with hard work, passion and a willingness to take risks. His story is inspiring and shows that it is possible to follow your dreams and achieve success despite adversity.