Maguey Exchange

🍷 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

Gonzalo Martinez Sernas was raised in Santiago Matatlán, the town known as the "The World Capital of Mezcal," to a family that's dedicated themselves to preserving agave and the traditional way of making mezcal, and he hasn't forgotten the long journey it's taken to get where they are today. "We have a long tradition, but I thought, why should we wait for someone to solve our lives?” he recalls. “With what little we had, I went to Mexico City for the first time when I was quite young, carrying several boxes filled with dreams and my imagination. It was tough. We had to sleep at bus terminals, endure hunger, and face discrimination in the city where we didn't know anyone. There were places that instead of buying from us, they would say, 'Leave us some bottles, come back in 15 days, and maybe we'll sponsor you.' The industry is very tough, but we didn't give up." Their perseverance paid off. In 2012 Gonzalo launched Mezcal Macurichos, a brand dedicated to protecting the cultural tradition and agricultural heritage of Santiago Matatlán. Alongside his siblings, Gonzalo cultivates his own agave fields and distills mezcal at the same palenque their family established over six decades ago. “When mezcal stops being a family thing, it will only belong to big corporations, big monopolies. I think that life then loses its essence. So, for me, it's a drink of the people and a drink of the family.” At Maguey Exchange, we're working with producers like Gonzalo and his family to continue their legacy. With tools to digitize their distilleries, networks to connect them with buyers across the globe, and strategies to amplify the story behind their brand, we're honored to be building a platform dedicated to bonds that span generations and mastery that shapes the future. Learn more about our work at www.magueyexchange.com. #Mezcal #AgaveSpirits #SustainableSourcing #MagueyExchange #CraftSpirits #TraditionalMezcal #MezcalImporters #BuyMezcal

July is La Guelaguetza, a month-long celebration of Oaxaca’s indigenous cultures! Pulled from the Zapotec language, the word “Guelaguetza” is usually interpreted as the "reciprocal exchanges of gifts and services" and the celebration is the largest ethnic and cultural festival in Oaxaca. Throughout the month, the eight regions of Oaxaca share their various music, dance, art, and food traditions in small gatherings throughout the state, coming together for a large celebration in Oaxaca City. A tradition spanning centuries, La Guelaguetza has grown into a must-see tourist experience. As it grows, it remains a cornerstone of Oaxacan and Mexican culture and its preservation is the primary focus of the communities that participate. At Maguey Exchange, we serve as a dynamic bridge between the past, present, and future of the agave spirits industry. Our core mission is to disseminate the rich culture and traditions of mezcal and other artisanal spirits to a broader audience, maintaining the authenticity of their roots while innovatively integrating them into the digital economy. We're dedicated to resolving the challenge of merging modern communication and community engagement methods with time-honored cultural festivals like La Guelaguetza. It's a delicate balance we're privileged to maintain as we strive to preserve heritage, foster a future-forward approach, and revolutionize the way consumers participate in the industry. Read more about our approach in our post, “The Reciprocal Exchange Of Tradition And Advancement” available now: https://lnkd.in/ecJqZSqr. #SpiritsSupplyChain #TechInSpirits #AgaveTraditions #MagueyExchange

For this expert spotlight we're thrilled to highlight Carmen Vasquez. Hailing from Miahuatlán de Porfirio Díaz, Carmen is guided by a belief that mezcal is synonymous with identity and she’s committed to ensuring that the future of the industry respects its traditional foundations and natural resources. "If we don't raise awareness about the production of the agave plant, about caring for the soil, water, and the natural resources used in production like trees, then we are leading mezcal to change in its essence," she explains. "Production will also change, it may become standardized and we may change processes just to create large batches or produce on a large scale. And well, that will change the spirit in which we identify ourselves, right? Then we will lose that spirit or connection with the culture, with tradition, with who we are." It's this connection that she's dedicated to preserving through her work with Maestros del Mezcal, Almas Viejas Oaxaca, and Mezcaloteca where she's an advocate for maestro mezcaleros and offers cultural experiences throughout Oaxaca ranging from dinners and excursions to guided mezcal tastings. "One of the ways is to raise awareness from the production side... and educating the people who consume it through information, through gestures, through a visit to a master mezcalero who can teach us a lot and change our perspective about it. In this way, we can respect mezcal, and we respect the consumption we have so changes can be made." Take a listen as Carmen reflects on mezcal's identity and connections to family and community and read more about the importance of sustainable mezcal production in our Resource Hub: https://lnkd.in/evT8E43r. #AgaveSpirits #MezcalOaxaca #MagueyExchange