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Bringing premium tequila to the world: unpacking the Tromba story with Co-Founder, Jimmy Sherry

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Tequila Tromba's Melbourne-based Co-Founder Jimmy Sherry hadn't ever really associated tequila with being 'premium.'

That was until a 2005 trip to Mexico completely changed his perception of the spirit—so much so he and a few friends—another Aussie and a Canadian, set out with the intention of, in Jimmy's words: "Changing peoples' minds for a living" by educating them about quality craft tequila and the true Mexican experience… And so, Tequila Tromba was born in 2010.

Read on as we chat with Jimmy about the brand's history, what sets the distiller-owned Tromba apart, his ultimate three-course tequila pairing experience, 2025 drinks trend predictions, and tips for those looking to pursue their entrepreneurial dreams, just as he and his business partners did some 15 years ago.


Johnny Elizondo talks all things Estrella Damm and its suitability for a Bondi summer.

What was the inspiration behind launching your own tequila brand?

Tromba was founded by five people, so when it comes to inspiration, you'll find five very unique and different stories!

For me, the idea came about during my mid 20s, when I first travelled through Mexico. My best friend Nick—a Co-Founder in the brand—who I grew up with here in Australia went on exchange to Mexico in 2005 and still lives there today, so I thought if I want to see my best mate again I'd better go over there and see what it's all about.

The focus on the tequila category came from my initial experiences with Nick—visiting places like Guadalajara, and heading outside the city to small towns, which usually had a beautiful restaurant. There'd be a tequila distillery around, we'd park up and have lunch, and lunch wouldn't be over until the bottle of tequila was done.

We thought: "Wouldn't it be great if we could capture some of the essence of this and bring it back to Australia, a place that geographically is as far from Mexico as you can get."


This was in the mid-2000s when tequila was generally known for being cheap and nasty here, and the idea of a premium tequila was very foreign.

So, we were driven by the idea of: "Imagine if we could get people drinking better tequila, like what we've had on our travels."

You started Tequila Tromba with friends and the (quite legendary) Marco Cedano—what's it like working together? How do you all complement one another?

There's this connection between myself and Co-Founders Nick and Eric, as we have similar tales of travelling to Mexico and our minds being blown.

At the core Tromba was born out of the idea of producing quality tequila and sharing it with the world, and this would have remained an idea without our partnership with Marco. It's a story of good timing, good connections and good luck.

When we were speaking with Marco we said: "Let's take your tequila beyond the borders of Mexico and really introduce quality craft agave spirits to the world, and point to you as not only the Master Distiller, but Co-Owner of this brand."


Marco brought his craftsmanship, expertise and experience in the tequila industry to the business, and Nick, Eric and I brought a positive naivety, a youthful "let's give this a crack and see what happens" energy.

I thought: "If we took this to my hometown, I think we'd get a very positive response," and we built Tromba from there. Now 15 years into the project we're all still talking to each other, and we've grown from Mexico to Melbourne, Toronto to Chicago, then all over North America, and now we're expanding into western Europe and central Asia."


"At the core Tromba was born out of the idea of producing quality tequila and sharing it with the world, and this would have remained an idea without our partnership with Marco. It's a story of good timing, good connections and good luck."
Agave harvesting for tequila.
Agave is harvested to Co-Founder & Master Distiller Marco Cedano's specification.
Tequila Tromba Co-Founder, Jimmy Sherry standing outside Rocker in Bondi Beach.
Tequila Tromba Co-Founder, Jimmy Sherry at Rocker.

What would you say is unique about your distilling process and flavour profiles?

Being owned and operated by a Founder in Marco, who helms our production team as Master Distiller is a key point of difference for us, and it's his craft distiller approach combined with the tequila's highland terroir profile that makes Tromba unique.

Firstly, the tequila is skilfully and authentically handcrafted, and there's personal intervention at every stage of the process.


This artisanal approach starts with the agave, which is thoughtfully selected, harvested by hand and to Marco's specification, and then meticulously stacked and steam baked in traditional brick ovens.


Marco opts for this slower agave sugar caramelisation and extraction process instead of more modern technologies, which are designed to speed up and automate the process, but tend to produce a lower quality end product.


He then ferments the sugars using proprietary yeast and technique, and distils in small scale copper pot stills, rather than using stainless steel or column stills, designed for mass production.


We think of him as being a bit like a Michelin Star chef. Marco has developed three proprietary yeast strains to develop Tromba's flavour profile, cooks low and slow, and leans on his background as a chemical engineer—which means he's got that scientific expertise, 50 years of tequila distilling experience, and senses to develop the highest quality tequila.


Geographically speaking, our tequila comes from the Los Altos region of Jalisco, and it has the terroir of that region, making it generally sweeter, softer and a bit more floral, and it's got an accessible flavour profile for the novice tequila drinker, but also resonates with aficionados.


Tequila Tromba Co-Owner & Master Distiller, Marco Cedano.
Tequila Tromba Co-Founder & Master Distiller, Marco Cedano.
Agave being stacked and steam baked in traditional brick ovens for tequila production.
The agave is stacked and steam baked in traditional brick ovens.

How can we best enjoy Tequila Tromba in Bondi over the summer?

It depends on the time of day.

If I've just come off the beach I'd be reaching for Ranch Water—which at its core features tequila, soda, lime and a pinch of salt, and is served in a highball glass—to quench my thirst in the afternoon sun.

After that it'd be a Paloma—my favourite cocktail of all time—with a bite to eat, likely seafood, and then I'm having a couple of sips of our Añejo or Reposado to end the night.

Are there any particular summer food pairings you would recommend?

Each of our tequilas have their own unique pairings. The Blanco is un-aged and very crisp and clean, so you're looking at fresh, bright flavours such as ceviche and fish tacos. Or, if you want to get away from those flavours, it would be Asian food—something with fresh lemongrass, ginger and garlicky flavours.

The Reposado is heavier on the age so heavier on the flavours, and it goes well with meat. Here we're thinking more traditional Mexican dishes like carnitas and tacos al pastor, and as it's very rich and delicious, I'd happily sit down and have a glass of the Reposado with a steak instead of red wine.

The Añejo is a bit sweeter and nuttier, and has a chocolatey nature to it, so it pairs nicely with desserts. I'd have a glass of it with a chocolate-based dessert or a flan, or maybe some Spanish churros.

If I could choose my ultimate three-course meal, it would be a Tromba Blanco Paloma and something fresh like an Asian slaw or seafood for the first course, a nice rich margarita made with Tromba Reposado with a pork or beef dish for the main, and a chocolate dessert with Tromba Añejo.


"[Tromba's Distiller Owner Marco] cooks low and slow, and leans on his background as a chemical engineer—which means he's got that scientific expertise, 50 years of tequila distilling experience, and senses to develop the highest quality tequila."
People enjoying tequila-based cocktails at Rocker in Bondi.
Tromba is in "the business of building community," says Jimmy.
Tequila Tromba's crafted tequilas.
All products are accompanied by Marco's seal of approval.

While it's a global brand, Tequila Tromba has remained proudly independent. Why is this so important to you and the team?

We're in the business of building community. It's a core ethos of ours, and being independent allows us to be more active in our partnerships with our customers.

Being on the ground ensures we work together in mutually beneficial ways, can actively support on in venue promotions, collaborate on activations, and build more meaningful relationships.


Bondi locals are known for their entrepreneurial mindset. Do you have any tips for those considering turning their dream into a reality this year?

Talk to as many people as you possibly can, whether they're in your field or another.


If you have enough people telling you not to pursue something, because it's too hard or they just don't "get it" and you go ahead and pursue it anyway—chances are you were always supposed to pursue that thing.

People told us not to start Tromba, we disregarded what they said, and went and did it anyway. Our initial intuition meant we knew it was worthwhile and had a chance, and our longevity has proven us correct—we were supposed to take this path.

So, in 2025 if people tell you not to do it, do it.

Better yet if you listen to those people and you don't pursue the dream, you weren't supposed to. Something better is on the horizon.



What's your prediction for 2025's biggest cocktail or mixology trend? Is there a particular practice you would like to see the spirits or drinks industry discontinue this year?

I think more and more people will continue to discover the Paloma cocktail. It's a more sessionable option, and the barrier to entry is very low—you can make it as fancy as you want or as basic as you want.


I've had some of the best Palomas in high end cocktail bars and restaurants, and also made equally delicious ones in 7-Eleven car parks in Mexico.

I think Ranch Water will remain pretty niche, but those that really love their tequila could start looking to it, especially as a low GI or diet version of the Paloma.

Experience Tequila Tromba at Rocker

Join us for our daily Happy Hour, pop in for a freshly poured Paloma, settle in for our Tuesdays Made Easy set menu, where you'll enjoy a Tromba-based margarita for free, or enjoy our International Margarita Day collaboration in February, with more to come throughout the year.

Follow the journey

Visit Tromba's Instagram

Head to the Tromba website

Find out about Tromba's sustainability efforts, namely its role in the Agave Rewilding Project (ARP), which is dedicated to replanting endemic species of agave and restoring parts of Mexico that were formally destroyed by commercial agave plantations here, and stay tuned for their Paloma Month initiative linked to this, which they run every September!


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