Maguey Exchange

Time moves differently with mezcal. Patience, care, and deep respect are blended across minutes, hours, years, and lifetimes to form an experience like none other. That's why we partner with producers dedicated to their craft and buyers who recognize its value so that every step of mezcal's journey, from seed to bottle, is rooted in transparency, fair compensation, and environmental stewardship. Learn more about our mission and services at www.magueyexchange.com.

🍷 The beverage industry is undergoing a seismic shift, but are artisanal producers ready? The rise of e-commerce and direct-to-consumer channels is revolutionizing how spirits and wines are bought and sold. Major deals like Flaviar's acquisition of Speakeasy Co. signal an era of consolidation and integration of sophisticated digital tools. For small artisanal brands, this disruption brings both opportunities and challenges. On one hand, access to advanced analytics, marketing capabilities, and efficient distribution networks could level the playing field. But increased competition and the need to differentiate authentic brand experiences loom large. The path forward will require artisanal producers to strike a delicate balance - leveraging technology and data to enhance efficiency while staying true to craftsmanship and personal touch. Strategies like digital storytelling, niche marketplace partnerships, and direct-to-consumer channels will be key. But the question remains - in this digital renaissance, how can artisanal spirits preserve their artistry and cultural heritage? The future is being remixed, one glass at a time. Intrigued? Read the full story on how the e-commerce revolution is reshaping artisanal spirits here: https://lnkd.in/ew6wZV-g

Mezcal isn’t just a product—it’s a cultural record and an enduring link to Mexico’s Indigenous past. From techniques that have been passed down for generations to environmental expertise that’s protected natural resources, the artisans, families, and communities behind mezcal are as important as the spirit itself. This unbreakable bond between spirit, land, and people comes down to several key factors: - Roots: Mezcal is rooted in the traditions of Indigenous Mexican communities where the craft of agave spirit production has flourished for centuries, passing down cultural and technical knowledge through generations. - Geography: Protected by Denomination of Origin (DO) regulations, certified mezcal’s identity is inherently tied to Mexico, with specific regions recognized for their authentic production methods. - Biodiversity: Mexico's rich agave biodiversity owes its existence to Indigenous communities who have long cultivated these plants, ensuring the wide variety of mezcal flavors we enjoy today. Without their expertise, this diversity would fade. - Economic Impact: The mezcal industry provides vital economic opportunities for communities, supporting their livelihoods, strengthening local economies, and preserving cultural heritage through agave cultivation and spirit production. In short, to drink mezcal is to taste the impact of time, geography, and hands that have cultivated it across generations. Take a listen to learn more and visit www.magueyexchange.com to see how we're building bridges between producers and buyers.

🍷 Imagine walking into a centuries-old winery, only to be greeted by state-of-the-art computers analyzing fermentation data in real-time. Sound futuristic? This is the digital renaissance sweeping through the beverage industry. From artisanal spirits to mass-market wines, digital transformation promises unprecedented efficiency, personalization, and consumer engagement. But this brave new world also raises important questions: 💥 Are we losing the soul of these traditional crafts to automation? 💥 How can small producers keep up with costly digital investments? 💥 Will the personal touch of neighborhood bottle shops get lost in the digital scramble? In this exploration, we uncover the opportunities, challenges, and counter-narratives emerging as the beverage world embraces cutting-edge technologies like AI, blockchain, and augmented reality. Discover how industry leaders like Anna the winemaker and James the spirits shop owner are navigating this digital shift - finding the perfect blend of innovation and tradition to elevate their crafts. Ready to uncork the future of beverages? Click the link to dive deep into the digital renaissance transforming this age-old industry. https://lnkd.in/eNrV24P2

Agustin Guendulain Maya is a 5th generation mezcal producer from San Luis Amatlán. As master mezcalero at Palenque Los Amates, Agustin draws from decades of experience working in various palenques and crafting other agave distillates such as sotol and bacanora. In addition to mezcal production, Agustin has a passion for conservation. After seeing the impact of people and brands taking maguey from the hills and fields without replenishing them, he started rescuing seeds and replanting them in an effort to preserve the different types of maguey that currently exist and those in danger of extinction. 🔉 "Magueys that used to exist here are now very scarce, and even though they are scarce, we are destroying them instead of trying to recover them," he explains. "If we don't have maguey, we won't have mezcal, so the goal is to have all types of maguey to have different types of mezcal, too." Today Agustin nurtures and works with over a dozen types of maguey including Bicuixe, Sierra Negra, Madrecuixe, Tobalá, subvarieties of Maguey mexicano, and more. With a keen eye to the specific nuances and techniques required for each variety, Agustin only creates small batches of spirits and sells directly to consumers who come to his palenque. Due to their remote or small-scale operations, many producers like Agustin and Palenque Los Amates remain undiscoverable to brands and importers interested in growing agave-based spirits businesses. That's why we've traveled across Mexico partnering with them to create tools and resources to connect with buyers who are just as committed to preserving the resources and traditions that go into each batch as they are. Today we have over 400 producers in our network, each ready to share the best of their products with audiences who appreciate what they're crafting. For more information about our vetting process and insight into what buyers should consider before establishing long-term business relationships with spirits producers, visit our Sustainable and Ethical Sourcing Guide: https://lnkd.in/eAjHWgGP.

Shonga Sánchez López is a mezcal producer residing in Santa Catarina Minas. His introduction to the world of mezcal came at a young age as he watched the adults in his father's palenque craft the spirit, enjoying each step he saw and taking in the smells and tastes along the way. "From age 4 to 7," he recalls, "I’d run around the palenque, but when I turned 7 I got really drunk and my dad got really mad at me. From that day on, he started giving me more work around the palenque. He said 'Let’s see if you’re good for work as good as you are for getting drunk.'" This lesson of appreciation and respect for the work that goes into mezcal is one that has stayed with him. He's been in the industry for over 25 years and he and his family are the producers behind Palenque Sacapalabras and the Sacapalabras brand. As he watches mezcal shift from a community product to a commercial one, Shonga is working to maintain a balance between the traditional elements of the spirit and the demands of a growing audience and hopes that consumers learn about and appreciate the hard work and sacrifice that goes into production. "Mezcal is so much more than just a beverage," he explains, "it's culture, it's our way of living, it’s part of our life. ... There’s a lot of work involved in a copita so you better savor it, appreciate it. The main purpose was never to just get drunk—it’s a special drink made with a lot of love meant to unite people." Take a listen as Shonga sheds a light on the work that goes on behind the scenes and read more about the complexities of crafting the spirit in our recent post, "The Complexity of Mezcal: Why Crafting This Spirit is No Easy Task": https://lnkd.in/ePwnQU8T.

Meet Victoria Méndez, a master mezcalera residing in San Dionisio Ocotepec. Growing up, she learned how to produce mezcal from her father and after he passed away when she was very young, mezcal became a key to her family's survival. After his passing, Victoria's mother dedicated herself to making tortillas and her brothers continued crafting the spirit, teaching her more and more about the process. The family supported each other through these two ventures and when Victoria got married, the family invested in a small distillery and, along with her husband, continued the lessons and tradition started by her father years prior. Today, Victoria—whose primary language is Zapotec—, her husband, and her children are the faces behind Los Ocotales, the mezcal brand they started with a commitment to maintaining tradition while preserving natural resources. In addition to converting the byproducts of their production into biofertilizers for their agave nurseries, the family also has a reforestation project that replaces and protects the plants in the region. For Victoria, the growing interest in mezcal provides a pathway for her family to stay together—with increased sales, it provides alternative sources of income and means that they no longer have to migrate to other cities and states for work. Take a listen as she shares the spirit's impact on her community and her hopes for future generations. At Maguey Exchange, we understand the central role agave harvesting and mezcal production plays in families like Victoria's and small communities like San Dionisio Ocotepec. We also understand that as the world expands and global demands for options and premiumization grows, the pressures on workers, communities, and the environment will increase. That's why we're building technology to empower farmers and producers with the information they need to have a voice and presence in the agricultural and spirits sectors, without compromising their craft or livelihoods. Read more about our vision for how digital platforms can help improve economic futures for small farmers and producers here: https://lnkd.in/ezdyYvEK.

In today's producer spotlight, we're excited to shine a light on Félix Pérez García, a mezcalero hailing from San Baltazar Chichicapam, Mexico. Following a career in the federal government, Félix turned to mezcal production to reintroduce the practice to his family lineage, picking up where his grandfather left off generations prior. His brand, Guelnado, gets its name from the Zapotec word for "gift/present" and serves as an ode to the tradition of gifting mezcal during any and all major life events. With an eye to expanding the brand beyond Mexico and the U.S. to other countries where mezcal is gaining popularity, Félix has seen firsthand how commercialization and undercutting can negatively impact businesses, communities, and the environment and he's an outspoken advocate for supporting other mezcaleros looking to maintain ethical and traditional production practices. As he looks ahead to the future of Guelnado, Félix hopes that mezcal production remains part of his family. With his parents, uncles, son, and others playing a role in current operations, he is proud of the lesson they've learned and what they've accomplished so far. "We want people to come and see for themselves—for example when the oven is emptied and we are all covered in dust—so that someone can come and say, 'Hey, this guy is right. He does it himself. I thought he paid someone else to do it, but he's doing it himself.' That's what we want to preserve and showcase." Take a listen as he reflects on his dreams for future generations and join us as we work with producers like Félix who are looking to maintain family traditions and protect the legacy and essence of mezcal. www.magueyexchange.com

Flavor profiles and notes play crucial roles in consuming, experiencing, and appreciating spirits and there’s no greater example of this than mezcal. Far beyond the surface level descriptor of “tequila’s smoky cousin,” mezcal lovers know that it’s one of the most diverse and complex spirits around with a wide variety of flavors and notes to explore. What are flavor profiles and notes? 📝 A “flavor profile” is a detailed description of the flavors and aromas present in a food or drink that includes the range of tastes, scents, and sensations that are experienced when consuming the item. Components of a flavor profile include taste, aroma, mouthfeel, and aftertaste. ⏳ In the context of spirits, a "note" refers to a specific flavor, aroma, or characteristic detected when tasting or smelling the beverage. These notes are the individual components that collectively form the overall flavor profile of the spirit and can seem to shift as more of the beverage is consumed and as time passes. These notes help to articulate the complexity and nuances of the drink, allowing for a more detailed and refined description of its sensory experience. Visit our Resource Hub to learn more about these complexities as we explore them in our latest blog, “Mezcal Tasting 101: Understanding Flavor Profiles and Notes,” available now: https://lnkd.in/eZqjXGY8.

For today's Producer Spotlight we're shining a light on Salvador Palacios, a mezcalero hailing from Tlacolula de Matamoros, Oaxaca and the founder of Salvadores Mezcal, a brand he and his family started to honor and rescue their ancestors' tradition of making mezcal dating back to the beginning of the 1900s. After an accident put a stop to production for a generation, Salvador and his family purchased the land necessary for a palenque in 2005 and spent over a decade compiling information about their ancestors, their recipes, and their processes for crafting artisanal mezcal. The brand officially launched in 2020 and Salvador has traveled the world sharing information about mezcal with enthusiasts and new fans alike to keep the legacy of the spirit alive. "It's more than a dream for me," he explains. "It is the passion that we have here in the tradition, in our culture, our customs, everything that we do in life here... it is in our blood, it is our DNA." Today, Salvadores Mezcal is available in bars, restaurants, markets, and other establishments across Mexico and the U.S. and the family welcomes visitors to Distillery Casa Palacios for tours and tastings. Take a listen as Salvador takes a trip down memory lane and shares the stories that different varieties of mezcal unlock. When we say that mezcal is more than just a "smoky tequila," this is what we mean—each batch has its own story, its own journey, and its own legacy and we're honored to work with producers and brands that bring them to life. Learn more about Maguey Exchange and our work in the artisanal spirits industry by visiting www.magueyexchange.com. #SpiritsSupplyChain #Mezcal #MagueyExchange