Today we’d like to introduce you to Victor Reyes Jr.
Hi Victor, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
I’m Victor Reyes Jr., and my path to Xochipilli has been anything but linear. I graduated from UC Davis in 2020 and stepped into the professional world as an admissions leader at Paul Mitchell the School. For a while, I thought medicine was my calling, but I quickly realized it wasn’t the route I wanted to pursue. So, I shifted into education sales—only to find that wasn’t it either.
That’s when I decided to pack my bags, embrace van life, and throw myself into the unknown. I sought discomfort intentionally, pushing myself to learn everything I could about myself and the world. I’m still learning, but each twist and turn has brought me closer to discovering what truly makes my world go round.
Out of that journey came Xochipilli. I didn’t want to create just another wine project. I wanted to reimagine how wine could live in culture. Too often wine feels locked behind snobbery, when in reality it should be an open invitation. Inspired by the Aztec god of art, dance, and queer identity, Xochipilli is about more than what’s in the glass. It’s about people, music, storytelling, and joy. Think global wines, soulful DJ sets, pop-up chefs, and spaces that feel alive with inclusivity and connection.
At its core, Xochipilli feels like a Tiny Desk concert, but for wine. It’s intimate, vibrant, and immersive, where culture flows as freely as the glass in your hand.
For me, Xochipilli is the blend of everything I’ve lived through so far: the structure of my academic and professional past, the freedom of van life, the beauty of discomfort, and the joy of community. It’s not just wine. It’s culture uncorked.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Yes and no. I’m a Gen Z-er trailblazing on an unpaved road that seasoned hospitality professionals often love to judge. At first, that weight of outside opinion felt heavy, but I’ve learned to put my blinders on, trust my instincts, and keep moving forward.
One of the biggest challenges has been credibility. I am setting out to prove that a younger and newer voice can belong in the wine world. Instead of letting that stop me, I leaned into collaboration and creativity. Partnering with organizations like the Women’s Wine Alliance has given me both support and inspiration, while platforms like TikTok and Instagram have become my stage to connect with other creatives in San Diego. Social media has allowed me to build community, share ideas, and show people that wine doesn’t have to be intimidating. It can be fun, approachable, and cultural.
I’m not one to back down from a challenge. If anything, I use it as fuel. Every obstacle has become a motivator to build something bigger, bolder, and truer to who I am.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
Through Xochipilli, I create wine experiences that are as much about culture as they are about what’s in the glass. I specialize in curating global wines and pairing them with music, storytelling, and food in spaces that feel more like a Tiny Desk concert than a traditional tasting. My goal is to strip away the snobbery often tied to wine and make it approachable, fun, and inclusive.
This year, I’m especially proud to be hosting a series of pop-ups that bring this vision to life on September 27th, November 1st, and December 31st. Part one of this series is at Salon Bordeaux, where tickets are live right now on Eventbrite. Each event is designed to feel intimate yet vibrant, with wines that spark conversation, DJs that keep the energy flowing, and chefs who transform food into art.
I’m also partnering with the Women’s Wine Alliance, amplifying diverse voices and building connections in the wine world. Social media, especially TikTok and Instagram, have been a huge part of my journey, helping me connect with other creatives in San Diego and beyond. What sets me apart is that I don’t see wine as just a product, but as a cultural connector. At the end of the day, I want people to leave a Xochipilli event not just remembering the flavors they tasted, but the feeling of belonging, joy, and discovery that came with every glass.
Alright so before we go can you talk to us a bit about how people can work with you, collaborate with you or support you?
Slide into my DMs on Insta or TikTok. Whether you’re a DJ, chef, creative, or just love good wine, that’s where all the Xochipilli magic starts. @xochipillisd
Pricing:
- $25 for 1 event
- $65 for all 3
Contact Info:
- Website: https://www.eventbrite.com/e/end-of-summer-with-xochipilli-salon-bordeaux-tickets-1641640142859
- Instagram: @xochipillisd
- LinkedIn: https://www.linkedin.com/in/victor-reyesjr0022
- TikTok: Xochipillisd
Image Credits
@vinov3rified
