Maguey Exchange

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

With familial roots spanning across different parts of Oaxaca, Bogar Olaya is the owner of El Hijuelo Mezcaleria, a space dedicated to offering the best in traditional mezcal tasting, and Tzitzimitl, a mezcal brand he started to help amplify local producers who craft exceptional spirits, but lack access and connections to large corporations for sales and distribution. Through his bar and brand and with an eye to the people behind the product, Bogar is an outspoken advocate for portraying what truly goes into each bottle of mezcal and ensuring fair trade. "Treat it like if it was yours, you know, because anything distilled from agave is mezcal," he explains when speaking about the responsibility of consumers. "Tequila is mezcal, bacanora is mezcal, raicilla is mezcal—so when you drink it, think about work. You don't like to go to work for eight hours on the computer and then go home and have someone call you and say "thanks" and that's it. Imagine a person working for two months so you can have a liter and then someone says "thanks"... that's not cool, man. Enjoy it, drink it, respect it. It's a lot of work. ... that saying that says, "blood, sweat, and tears" that is in the U.S., it's real here. ... Respect it as it should be." Unfortunately, this respect isn't always there. Take a listen as Bogar sheds a light on some of the predatory practices that many small producers face as they try to sell and distribute their spirits and then read our blog on how digital platforms such as Maguey Exchange 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. 🔗 Check it out here: https://lnkd.in/ezdyYvEK

Originally from Santiago Matatlán, Juan Carlos Méndez Zamora comes from a rich history of mezcal production—his family started crafting the spirit in 1795 and in the 1980s their brand El Cortijo was exported to France, becoming the first mezcal brand to be sold outside of Mexico. For Juan Carlos, the growing global reach of mezcal is only one part of the equation. "One thing is to commercialize and another is to educate," he explains. This stance is at the center of his work. In addition to El Cortijo, he and his brother, Raúl Méndez Zamora, opened El Cortijo La Mezcalería to teach friends, locals, and supporters about the production and heritage of mezcal. Casa Cortijo soon followed with guided tours of maguey crops, agave trails, and palenques and El Cortijo Cocktail Room exists as a space to enjoy all the spirit has to offer. His goal is clear. "Personally, as a brand and a family business, it's about safeguarding and preserving traditional artisanal mezcal, as it should be done. Essentially, when someone says they want to try a mezcal, it should taste like Oaxaca, like Mexico primarily. It should embody our customs and traditions. So the goal is to preserve that because otherwise we might lose it." At Maguey Exchange, we partner with producers like Juan Carlos to balance increased interest in artisanal spirts with the traditions and generational legacies at the center of its appeal. 🔗 Learn more about our work at www.magueyexchange.com. #ArtisanalSpirits #SupplyChainTechnology #MezcalOaxaca #MagueyExchange

When it comes to artisanal spirit sourcing, we know there's a better way. And we're here to help you transform your sourcing strategy and witness a dramatic shift in efficiency and transparency. Is your brand or business experiencing the challenges associated with traditional sourcing—like slow communication and limited market visibility? We can help. MGx facilitates streamlined, more transparent processes. Experience the difference in real-time updates, expanded market access, and direct producer relationships. Isn’t it time your sourcing strategy matched the pace of the modern market? #SourcingTransformation #Mezcal #IndustryInnovation

For this installment of our producer series, meet Miguel Díaz Martínez, a 5th generation mezcalero hailing from San Andrés Niño, Oaxaca, Mexico. As a maestro mezcalero with over three decades of experience under his belt, Miguel's had a front row seat to the ebbs and flows of mezcal and the changes its faced throughout the years. Despite the pressures of a booming industry to abandon traditional methods in favor of rapid, mass production, Miguel is working hard to maintain the customs and processes that make mezcal the beloved spirit it is. This includes implementing new technologies that maintain the integrity of his productions and opening his palenque (distillery), San Andrés, to other producers who believe in the same spirit of authenticity. Named after his hometown, Miguel rents his palenque to locals who cannot afford to buy a palenque of their own and to those who need more space to meet production demands. "It's a huge inheritance that our ancestors have left us, and we have lived off of it. So, it's good to rescue it and not let it be lost," he explains. "I like to share my knowledge so that the knowledge of mezcal keeps growing because if one day I die and I take the knowledge with me, well, I won't leave anything. No legacy, no heritage for the community." As we bridge the gap between producers making genuine artisanal spirits and buyers looking to experience them, we're thrilled to partner with craftsmen like Miguel who are committed to passing down the traditions and legacy of mezcal for generations to come. Have you seen our recent post about sourcing mezcal and other artisanal spirits in the modern age? Check it out in our Resource Hub: https://lnkd.in/eybq3mkd #SupplyChainManagement #AgaveSpirits #InnovationInSourcing #OaxacaMezcal #MagueyExchange

Ever wondered how much easier your sourcing process could be? 🌟 Our latest blog post explores an innovative solution to artisanal spirit sourcing, streamlining every step from producer selection to final delivery. Say goodbye to complicated and opaque traditional sourcing models and hello to a smooth, transparent alternative. Read the full article for deeper insights on how to simplify your operations while gaining a competitive edge in the global spirits market. 🔗 https://lnkd.in/eybq3mkd #SupplyChainManagement #AgaveSpirits #InnovationInSourcing

Producing any agricultural product requires a delicate balance between human needs and environmental sustainability, and mezcal along with other agave distillates are no exception. Unfortunately, in the drive to satisfy consumer demand, natural resources and the communities that depend on them often suffer. According to a 2023 Mongabay article, in Oaxaca alone where 85% of mezcal is produced, 25,000 families rely on its production for at least part of their livelihoods. When we consider that this number mainly represents certified, commercial batches in the state, the number of families impacted by mezcal increases dramatically when you account for other parts of Mexico, and even more when you factor in families who choose to share their spirits in more localized ways. Cuca Cortéz Ramos is from one of those families. A maestra mezcalera based in Santa María La Pila, Cuca's introduction to mezcal production came at the age of 8 as she helped her father work in multiple distilleries across their community. As she helped him by carrying agave hearts and adding water to pots, she learned more about the process and became captivated by the transformation of agave from plant to spirit. Today, this passion guides her work as a master producer at the Mezcal Cortéz distillery where she uses her family's artisanal processes to craft mezcal for brands such as Beu Spirits and Vaca Loca. For Cuca, the slow intricacies of mezcal production is at the core of its identity. "Well, to make mezcal, everything has to be done with love and passion. You have to like doing it, not neglect it because many people neglect it. You start working and think, "Ah, I'm going to do it because it's money." No, no, it's also love for what you're doing, and that's why your mezcals are very rich." It's this balance of patience, passion, and authenticity that's the driving force for producers we work with. Take a listen as Cuca shares the impact of profit over people where the environment is sacrificed to meet the bottom line and what it means for communities that call these lands home. Are you a brand or importer looking to blend environmental sustainability with exceptional craftsmanship? We've created a full guide on ensuring quality, operational efficiency, and value alignment based on the steps we've taken to vet hundreds of producers. Read it here: https://lnkd.in/eAjHWgGP #MagueyExchange #OaxacaMezcal #AgaveSupplyChain #AgaveSpirits #Sustainability

For communities and Indigenous people throughout Mexico, mezcal isn't just a distilled agave spirit taking the food & beverage world by storm—it's a deep connection to tradition, culture, and generations that have come before. It's a connection that Asis Cortés, a mezcal producer and advocate, is on a lifelong mission to protect. "Our main goal," he explains, "is to preserve... do we really want to be drinking a diluted drink just to fit the 40° standardization? Do we really want this industry to turn mezcal into a soulless business where the producer doesn’t have time to celebrate and create something for his family, to share and hold during the best times? Or do we want to in the next 15-20 years keep on drinking a good mezcal with our loved ones, keep on drinking a soulful spirit, a drink worthy of respect, because of their people, of its towns and its culture—that’s the key to understanding mezcal." Maguey Exchange is working with producers and advocates like Asis who are committed to keeping each bottle of mezcal authentic and pure, even as interest takes it far beyond the fields and palenques of origin. Take a listen to some of the challenges Asis and other producers and communities have faced as the demand for mezcal grows and then visit our website to learn more about how we're bridging the gap between producers and buyers who want the real deal, without sacrificing quality or the communities behind it. www.magueyexchange.com #Mezcal #OaxacaMezcal #SupplyChainSolutions