Today we’d like to introduce you to Lamar Romero
Hi Lamar, we’d love for you to start by introducing yourself.
In April 2013, my wife Laura and I wrapped up a year of tequila brokering, during which we transformed an unknown tequila into a local sensation in the Austin, Texas area. As that chapter came to an end, we noticed a significant gap in the market: liquor and grocery store tastings were often uninspired and lacked the storytelling that could truly connect consumers to new brands. We envisioned a new approach—one that brought brands to life, not just through a sip, but through compelling stories that inspired the consumer’s minds and hearts.
We founded Hire Dragons as a true mom-and-pop operation. Laura took a job as a liquor floor walker at Spec’s to support us financially while I drove for Uber and Lyft and personally conducted nearly every tasting for our first client, Treaty Oak Rum. To this day, I might be one of the only agency owners in the industry who has personally completed over 1,000 tastings. From these early experiences, I developed the Dragon Engagement Methodology (DEM)—a system that educates our brand ambassadors, affectionately known as Dragons, to captivate customers, draw them into a brand’s story, and create a lasting emotional connection that inspires them to take the product home not only in their hands but in their minds and hearts.
Our journey started modestly, with growth coming one account at a time. Gradually, we expanded, adding a few Dragons to our team as well as internal part-time employees, so I could step back from conducting every tasting myself. By 2018, we had built a strong foundation and decided it was time to revolutionize our industry. That’s when we launched the Dragon Engagement Network™ (DEN), an innovative in-house software platform designed to streamline tastings and provide brands with powerful data insights. This innovation marked the start of explosive growth.
Then 2020 arrived. Like many others, we were hit hard by COVID-19, and our operations stopped for six months. But we adapted, recovered, and reignited our momentum, experiencing rapid growth that has continued through 2023.
Our success has not gone unnoticed. In 2022, we were honored to be ranked #15 on the Aggie 100 list, which celebrates the fastest-growing Aggie-owned businesses in America. We made the list again in 2023, earning the #55 spot.
Now, in 2024, we are navigating the challenges of inflation and economic uncertainty. Yet, Laura and I remain as dedicated as ever to our mission: bringing passionate storytelling and exceptional consumer experiences to every brand we work with. With resilience, innovation, and the support of our incredible team, we look forward to continued growth and new milestones in 2025 and beyond.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
It’s safe to say it hasn’t been a smooth road, but every bump and curve has shaped Hire Dragons into what it is today. When Laura and I started in 2013, we were bootstrapping everything. She worked as a liquor floor walker at Spec’s while I drove for Uber and Lyft, personally conducting almost every tasting for our first client. At times, it felt like we were running on fumes, both financially and physically, but we believed in our vision.
We even had to make some tough sacrifices—like taking in a roommate to help cover the mortgage and leasing out one of our cars for extra cash. It wasn’t glamorous, but it kept us moving forward.
One of the biggest challenges was redefining what tastings could be. Most liquor and grocery store tastings lacked soul—no storytelling, no connection with consumers…just a pretty face handing out samples. We knew there was a better way, so we developed the Dragon Engagement Methodology to turn tastings into meaningful experiences that resonate. Getting brands to see the value in this approach, however, was an uphill battle at first.
In 2020, the pandemic brought everything to a screeching halt. Like so many others in the experiential industry, we had to pause operations for six months. It was a devastating blow, but it also forced us to step back, innovate, and refine our processes. That time of reflection allowed us to come back stronger, drawing on the resilience we’d built over the years.
More recently, we’ve faced challenges like inflation and economic uncertainty, which have complicated cash flow and client relationships. When payments are delayed or priorities shift, it creates hurdles, but we’ve adapted by tightening our processes, staying transparent, and doubling down on what we do best: creating unforgettable consumer experiences.
Despite it all, our passion for storytelling and our belief in the power of our Dragons has never wavered. Every challenge has been an opportunity to learn and grow. The road hasn’t been smooth, but it’s made us who we are—and we wouldn’t trade the journey for anything.
We’ve been impressed with Hire Dragons, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
Hire Dragons is a tasting agency that exists to transform how consumers experience new products in liquor and grocery stores. We specialize in creating memorable, story-driven tasting experiences that connect people with brands on a deeper level. Instead of just handing out samples, we focus on storytelling and engagement, leaving consumers with a lasting impression of the products they try.
What sets us apart is our approach. Many agencies hire brand ambassadors based solely on looks and focus on quantity over quality. At Hire Dragons, we prioritize education and passion. Our Dragons—our term for brand ambassadors—are trained through our proprietary Dragon Engagement Methodology (DEM), equipping them to deliver not only product samples but also the stories and emotions behind the brands. This methodology ensures that consumers take these products home in their hands, their minds, and their hearts.
A game-changer for us has been the Dragon Engagement Network™ (DEN), our in-house software platform that streamlines tastings and provides our clients with powerful insights into consumer feedback, product engagement, and sales performance. It’s an innovation we’re immensely proud of and one that solidifies our position as a leader in this space.
What truly distinguishes us is our story. We’re a family-owned, bootstrapped business that started with Laura and me conducting tastings ourselves. We’ve grown from those humble beginnings to become an industry leader, with Dragons representing brands across the country. Our work has earned us recognition, like being ranked #15 and #55 on the Aggie 100 list in 2022 and 2023, respectively, celebrating the fastest-growing Aggie-owned businesses in America.
We’re proud to have worked with incredible brands, from startups to established industry leaders, helping them create meaningful connections with consumers. Whether it’s a local whiskey, a craft gin, or an innovative non-alcoholic beverage, we thrive on helping brands tell their stories in a way that sticks.
At the end of the day, we want people to know that Hire Dragons is more than just a tasting agency. We’re in the business of creating experiences—ones that elevate brands, engage consumers, and make a lasting impact. That’s what we do, and it’s what we’re passionate about every single day.
How do you think about happiness?
What makes me happy is creating something meaningful from scratch and seeing it come to life in ways that impact people. There’s a special kind of joy in knowing that Laura and I built Hire Dragons from nothing—literally bootstrapped it with a roommate in the house and driving for Uber—to now being a company that not only supports us but also provides opportunities for others.
But ultimately, my “WHY” is to provide a meaningful life for my whole family—which includes my real-life family and my work family. Everything we’ve built with Hire Dragons is rooted in the desire to create a better life for the people I care about, from my loved ones at home to the incredible team that helps bring our vision to life every day.
I’m happiest when I see our Dragons out there, connecting with consumers, bringing brands to life, and knowing that we played a part in making that happen. It’s not just about the tastings or the sales; it’s about the stories we help tell and the people we give a chance to shine.
On a more personal level, spending time with my family and seeing their support and pride in what we’ve accomplished means the world to me. Whether it’s celebrating a milestone or just laughing together at the end of a long day, that’s where happiness lives for me.
And of course, there’s the satisfaction in the little victories—seeing a client succeed because of our work, cracking a tough challenge, or even just enjoying a great glass of tequila or whiskey that reminds me why we started this journey in the first place. Happiness is in the big moments and the small ones, but for me, it always ties back to connection, purpose, and the people around me.
Contact Info:
- Website: https://www.hiredragons.com
- Instagram: https://www.instagram.com/hiredragons
- Facebook: https://www.facebook.com/HireDragonsAgency
- Youtube: https://www.youtube.com/@hiredragons
- Other: https://www.beadragon.com
Image Credits
All pictures took by myself or Laura Valentino Romero
