Elysia Treviño-Gonzales is the President and CEO of Twang, a San Antonio-based Latino-owned beer salt company that has pioneered beer salt’s acceptance for people all over the US, making “dressing your beer” a common practice.
A Latina and mother of four, Elysia has taken the reins of her family legacy to continue successfully growing the business that was started in 1986 by her father, Roger Treviño, Sr, launched out of the family’s backyard garage.
During a business trip to Mexico while visiting a street vendor selling citrus salt, Roger was reminded of his childhood growing up in San Antonio with an abundance of Latino flavors. Treviño returned home inspired to create a variety of flavored salts to share with friends and family. His first product and claim to fame was beer salt, an integral product of the Southern trend of dressing beers and other libations.
Enlisting the Treviño children, including Elysia, to help, Roger grew his business which has expanded over the decades to include a line of flavored salts for food and drinks, cocktail rimmer blends, michelada mix, and more.
Throughout her life, Elysia has been an integral part of the company’s success since she was young—from her photo being featured on the early display boxes of packaging to volunteering to help fill boxes of salt in her father’s garage with her siblings.
Later, Elysia became involved in other areas of Twang, starting in the Accounting Department, then moving to sales support, and from there to the Marketing Department where she helped coordinate branding and design before becoming Marketing Director, then COO, and now the President and CEO.
As an active decision-maker in day-to-day operations and direction, she oversees 60 full-time employees at the company’s 50,000-square-foot manufacturing facility. She also manages the operations at their Mexico plant in San Luis Potosí.
Under her leadership, sales have almost doubled over the last 5 years—accomplishing in 5 years what took the company 30 years to build, expanding to retailers across the nation. Twang has also become kosher and SQF certified, as the best locally-made product in the San Antonio Current’s “Best of San Antonio” list in 2019 and 2021.
In between her busy schedule leading her family’s company and raising her own family, Elysia still manages to be involved in her community through various charities that support local businesses, the restaurant industry, children, and more.
Elysia’s incredible success has not been without obstacles and adversity. Having lost her mother at an early age, she became the matriarch of her paternal family and her immediate family and considers Twang employees as a third family.
Elysia has also overcome stereotypes of being a teenage mother by persevering to graduate from college with a degree in teaching from UTSA, and raising four beautiful daughters with her husband while continuing to steer the growth of Twang.
Her role as matriarch and mother have influenced her leadership role where she continuously works to create a work environment that fosters comradery, respect, and career fulfillment.
For the last three years, while Elysia has been in her leadership role, Twang has been included on the San Antonio Business Journal’s “Best Places to Work” list.
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When asked about a favorite career moment, Elysia says there is no one moment. She learned the building blocks of business from a young age and from the little girl on the box to the woman running the show, she has always strived to see Twang’s evolution for as long as she can remember.
Over the years she has learned a lot and as a minority business owner she feels she can provide a different perspective and voice to many who may feel silent.
“We as minority business owners can shed new light on our cultures, our people, and so much more. Whether it be in flavor, fashion, or music we can always add a little spice and bring a whole new view,” she says.
To other minority women looking to achieve success in their ventures and grow their businesses, Elysia advises, “Find yourself a good tribe where you support each other fiercely. Life and careers can be hard, there will be lots of ups and downs so having that support system will be vital. They can help you tackle anything that comes your way and serve as your rock in tough times.”
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Visit https://www.twang.com/ to learn more about Twang and their products.
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