In 2010 Jaime Juarez coming from 20 years in wholesale goods and Roberto Isais, with 20 years in
logistics and relationships with reputable distilleries in the heart of Jalisco Mexico, decided to team up and had
a vision of sourcing out the best quality spirits Mexico has to offer in Tequila .

In 2015  while 3Crowns continues working from the low lands to the highlands of Jalisco finds and creates
a true sipping tequila and teams up with the perfect partner, the legendary hispanic male singer, Ramon Ayala
AKA “The Accordian King” to bring you the true taste of Tequila! Tragos Amargos Liquor is such an iconic song by
Ramon Ayala & Los bravos del Norte and is performed and redone by Multiple artist over and over again.

3Crowns selected the Best Agave that is grown and raised in Los Altos (Highlands) de Jalisco, due to the rich
fruitful taste of which the volcanic soil gives to the Pinas. Tragos Amargos Tequila is created by using
only the best Highlands 8 year old ripe agave pinas and it shows in the taste. Today one of Tragos Amargos
slogan is “Descubre el Sabor!”, translated to “Discover the Flavor”!!

And  today the same visions and pioneering still continue by Jaime Juarez & Roberto Isais to bring you
new brands and products for the spirits and cocktail Industry .Cheers!!