Oaxaca is known for mezcal.  For decades the southern Mexico state has also been known for its beaches, craft villages, pre-Hispanic ruins, cuisine and colonial architecture.  Oaxaca had three hotels ranked in the tripadvisor.com 2016 Travelers Choice Awards in the category of top 25 bargain hotels in the country.  But for a state which relies almost entirely on tourism for its very existence, that’s not enough, relative to the Tripadvisor rankings for Mexico as a whole.  And if it were not for the beach resort towns of Mazunte and Huatulco, Oaxaca would have been almost shut out entirely.  Tulum, by contrast, has come out of nowhere to rank first of the top 25 world destinations on the rise.  Can mezcal turn Oaxaca’s tourism fortunes around? Certainly its other attractions have not kept the state a force to be reckoned with in the rankings, where it arguably should be.

Tripadvisor.com is the world’s largest and most respected international travel website.  Annually it publishes Travelers Choice Awards for the world, individual countries and regions, in several categories ranging from different classes of lodgings, to restaurants, to museums and other attractions. 

At least in the city of Oaxaca, mezcal tourism has taken off since about 2014, with a dramatic rise in the influx of visitors seeking out the spirit.  They come from the US, Australia, other states in Mexico, Canada, the UK, and elsewhere.  They are represented by:

• aficionados of tequila as well as other spirits;
• novices who have heard of mezcal but know very little about its nuances and means of production;
• bar and restaurant owners and their staff interested in selecting new products to pique the interest of their clientele, and;
• entrepreneurs wanting to better expose mezcal to imbibers in their particular bailiwicks.

For the most part these pilgrims are people of relatively significant means. Yet they are grossly underrepresented when it comes to ranking the quality of their lodging and restaurants in Oaxaca.

Oaxaca failed to rank at all in the categories of Top 25 Best Hotels (number one spot taken by Rosewood Mayakoba in Playa del Carmen), Top 25 Luxury Hotels (top 25 number one spot taken by Rosewood Mayakoba once again), and Top 10 Fine Dining Restaurants  (number one spot taken by Bravos Restaurant Bar in Puerto Vallarta).  Surprisingly, internationally respected Oaxacan chef Alejandro Ruíz’s Casa Oaxaca restaurant failed to place in the rankings.  It’s fairly safe to assume that the vast majority of tourists seeking out mezcal in the city of Oaxaca dine at Casa Oaxaca, yet the restaurant did not rank in the popularity contest.

Perhaps mezcal aficionados do not use and are not registered members of tripadivsor.com, to the extent of other tourists with more generalized travel and vacation motives. 

While mezcal tourism cannot be expected to raise the reputation in all categories listed by tripadvisor.com, the entire state’s malaise is evidenced by virtue of the fact that Oaxaca fails to rank at all under Top 25 Family Hotels (number one spot taken by Paradisus Playa del Carmen La Esmeralda), Top 25 All Inclusives (number one spot taken by Le Blanc Spa Resort in Cancun) and Top 10 Beaches (number one spot taken by Playa Paraiso Tulum).

While top spot in the bargain hotel category was taken by Hotel La Quinta del Sol in Punta de Mita, Huatulco hotels ranked numbers two and 23 for Misión de los Arcos and Hotel Villablanca Huatulco respectively. Posada Ziga in Mazunte was number 21, rounding out the state of Oaxaca’s respectable showing in the category.  

What’s interesting about these coastal resorts relative to mezcal tourism, is that one often hears complaints that it is difficult to find a good diversity of mezcal anywhere along Oaxaca’s Pacific shores   Most mezcal aficionados who visit Oaxaca in fact do forego a beach portion of their vacation regardless of whether the visit is entirely for pleasure, or for business; though some in the former category combine culture and beach.

Mazunte shone as well in the category top small hotels, taking number seven spot with Casa Pan de Miel (top spot went to Hacienda de Los Santos in Alamos, with number 12 going to Hotel Casona de Tita in the city of Oaxaca).  Mazunte took second spot for romance hotels with OceanoMar, losing top spot to Le Blanc Spa Resort in Cancun. Nearby Huatulco ranked number 20 in the category top 25 hotels for service with Misión de Los Arcos, with, yet again Rosewood Mayakoba taking top spot. That’s three top rankings for Rosewood Mayakoba in Playa del Carmen, for best overall, luxury and service! Yes, Hotel Casona de Tita is a quality lodging in downtown Oaxaca, but it’s not very often that visitors interested in learning about mezcal stay there; only one high end hotel in the tripadvisor.com rankings for the city does not really impact anything.

Rounding out the lodging categories, Oaxaca ranked number 12 out of 25 for best B & Bs and inns, for Casa Kei in Puerto Escondido, with top spot going to The Diplomat Boutique Hotel in Mérida. The state also had a showing in the museums category with the capital’s Museo de las Culturas taking number six spot, with naturally top spot going to Mexico City’s world acclaimed National Museum of Anthropology.

The implication of the foregoing is that the state of Oaxaca has a lot of catching up to do with the Yucatan Peninsula.  The latter boasts Tulum, Puerto Morelos, Cancun and Playa del Carmen.  Granted, aside from hurricane season the Gulf of Mexico boasts better and more predictable weather than the Pacific.  But that is no excuse for travelers’ choices in quality, especially when one considers mezcal tourism.  And while Oaxaca’s civil unrest of a decade ago still weighs on the minds of some prospective visitors to Mexico, this should only reduce the numbers, and not significantly impact rankings relative to other tourist destinations in the country.

Visiting Oaxaca?  I suppose travelers should head to either Mazunte or Huatulco, at least for a southern beach-style vacation.  But as suggested, Oaxaca’s coastal destinations will not get you much in the way of quality mezcal.  The city must do a better job of promoting the spirit on the international stage.  With at least 15 mezcal bars in a city of about 400,000, and aficionados converging from all corners of the globe, surely something is amiss. Let’s see if there is a change in the rankings for the 2017 tripadvisor.com Travelers Choice Awards.  
 

The number of mezcal bars, or mezcalerías, in Oaxaca, has exploded over the past couple of years. These watering holes cater to locals, Mexicans from the furthest reaches of the country, and of course to international tourists.  While “mezcal tourism” has been and will likely continue to be a significant boon to Oaxaca’s economy, a frequently asked question is if the number of retail outlets in the city has reached the saturation point despite the recent dramatic rise in mezcal’s reputation on the world stage.

Tourism in Oaxaca, in general, has had its peaks and valleys since 2006, especially in terms of visitors from the US.  That year witnessed significant civil unrest, and despite the fact that it was not dangerous for travelers to visit Oaxaca, the US state department warned against stepping foot in the state.  Media also played a significant role in deterring tourism.

Thankfully people’s memories are short, so tourism returned.  That is until the “Mexican” Swine Flu scare.  But tourism rebounded.  Then there was the combination of the “Mexican drug wars” and the US economic crisis.  But since the resurgence of the US economy, and President Peña Neto apparently taking a different approach to dealing with drug cartels from that of his predecessor, Oaxaca is back in business.  

But will the current surge in tourism continue, and be enough to enable the city’s  bars and cantinas to turn a reasonable profit (let’s forget about the well-known downtown Oaxaca “not-for-profit” mezcalería), and warrant the opening of more mezcalerías? On all counts, I would suggest so.

Mezcal will continue to positively impact the level of tourism in the state capital. There are several reasons to opine that more mezcalerías than the current (early 2016) 15 or so will open, and that the existing ones will not only survive, but continue to thrive.  There are numerous reasons for this perspective.

It is trite that the profit margin for retail spirit sales is significant; more so in Oaxaca than for example in the US or Canada, since tourists are accustomed to hometown elevated prices (which of course take into consideration cost of export, import tax, warehousing, agency fees, etc.) and are more than willing to pay what amounts to half the cost of a shot as compared to in their home towns.  Bars can sell a 1.5 ounce serving of mezcal tobalá for 120 pesos ($7 USD) or more, without patrons batting an eyelash. Average cost to the retailer for this type of mezcal is in the neighborhood of 250 pesos per liter, perhaps a bit more. This is not to suggest that tourists are easy marks, but rather simply that profit margins for mezcal here in Oaxaca are as healthy, if not healthier than in the US, Canada, the UK, and elsewhere.  On the contrary; Oaxacan mezcal prices remain a bargain.

In theory, only mezcal which has been certified by a regulatory board, Consejo Regulador del Mezcal, can be sold in Oaxaca.  There are costs associated with certification, and tax on a bottle of this kind of mezcal is extremely high.  However, many mezcalerías in Oaxaca sell quality “mezcal” which is called destilado de agave, or is known by a similar name. Sale of this alternate agave based spirit (yes, still a mezcal) nets a significantly higher gross profit. Sometimes but not always, the lesser cost to the retailer is passed on to the customer. Another way that some mezcal cantinas have kept the cost down to consumers is by offering servings at one ounce servings (i.e. La Mezcalerita). 

Some Oaxaca mezcalerías serve food (i.e. el Destilado), which broadens the pool of prospective patrons to include spouses and others in a party who are not all that enamored with the spirit.  While the profit is of course less with food as compared to with spirit, offering a quality comida or cena certainly helps to pay the bills.

Other mezcal bars serve cocktails (i.e. El Espino Gastro Cantina), having a similar effect as those which go the cuisine route to keep their establishments filled. While some in the industry decry the bastardization of mezcal by using it to make cocktails, even such “purists” have begun to come around and have used a “cocktail night” as a way to attract customers.

You don’t need much space for a mezcalería (i.e. Los Amantes).  It appears legal to sit, stand, and drink outside the bar on the street.  Of course the closer the locale to the heart of Oaxaca’s downtown historic core, the higher the rent and the more modest the square footage, and thus the need for lax, if any, imbibing laws.  On the other hand, with a bit of good publicity, a welcoming vibe and quality hooch, one can have all the space needed and a presumably affordable rent if at the fringes of downtown (i.e. Cuish).

Oaxaca is one of the poorest states in the country.  Concomitant is the fact that wages are low, though retailers would be hard-pressed to encounter reliable staff at anywhere close to minimum wage, unless healthy gratuities are the norm. Thus, wages can be the most modest expense in a mezcalería’s cost equation. But it cuts both ways; low wages can mean staff of questionable quality, so it becomes incumbent upon mezcal bars to keep a close watch, with owners close at hand. However, quality personnel can be affordable in this industry, since many bars do not open until the afternoon. Thus, a single shift can keep wages in check.

Often family members and partners maintain hours of operation (i.e. respectively Mis Mezcales and In Situ). In such cases reputations are built upon friendliness, helpfulness and the knowledge of those staffing the mezcalería (i.e. Mis Mezcales) often combined with quantity and diversity of product (i.e. In Situ boasts 180 different mezcals). With the cost of mezcal purchased wholesale in quantity still extremely modest (i.e. as low as 60 pesos per liter for espadín), establishments can afford to be well-stocked.  

Market saturation of mezcalerías in Oaxaca is a long way off. No doubt tourism in Oaxaca will continue to have its ups and downs. But spirits enthusiasts seem immune to the fear-mongering, and the urging by their friends and family against traveling to Mexico. The number of mezcal aficionados continues to grow, as does the diversity in their objectives:  restaurant / bar owners visiting with their staff for training purposes; entrepreneurs with export aspirations; scotch, brandy and tequila drinkers anxious for something new; and of course novices wanting to sample and learn.
 
Alvin Starkman is a permanent resident of Oaxaca. He operates Mezcal Educational Excursions of Oaxaca (http://www.mezcaleducaitonaltours.com). Alvin can be reached at mezcaleducationaltours@hotmail.com.

 

Not a week goes by without a visitor to Oaxaca wanting to learn about Mexico’s iconic agave based spirit, and asking a very pointed question:  why are some of these industry experts in the city steadfastly against common practices relating to imbibing mezcal, such as drinking reposados and añejos, using mezcal to make cocktails, and consuming one's product choice based on ABV (alcohol by volume) personal preference. I hear about the promulgation of rules about the shape and composition of drinking vessels, and of the dissemination of misinformation regarding how long it takes different species of agave to mature, and which mezcals are made with wild as opposed to cultivated maguey.  Usually such points of view are not expressed as opinion subject to discussion, but rather fact, or in some cases gospel.
 
To be clear, while I have been around mezcal in Oaxaca for a quarter century, and am currently involved in the industry leading mezcal educational tours on a part-time basis, I am far from an expert.  There is a long learning curve associated with mezcal, with so much to absorb in its now modern era.  In fact many authorities (as distinct from "experts"), both relative newcomers to the industry involved in production and/or export, and veterans whose families have been steeped in distillation for generations, approach production with open minds, and are anxious to continue learning through the exchange of information. 
 
Reposados & Anejos
 
Some say you should never drink reposado or añejo.  When pressed for a reason they often state that it alters the natural flavors and aromas of the agave.  True enough, but so what. Could one not equally use the word "enhances?" The same industry people, often owners and employees of mezcalerías, however, don't think twice about encouraging patrons to try a product where the baked crushed maguey has been fermented in a bull hide, yielding a unique profile; or a mezcal made where the agave has been baked over mesquite (as opposed to pine, oak, etc.), again creating a different nuance.  So why dismiss aging? One mezcalería owner has told me that she has not been able to find good aged mezcals.  Oh come on!
 
This leads me to one rationalization for the position, that aged mezcal is not traditional mezcal. Perhaps the spirit was not being stored or transported in oak during the earliest years of distillation in Mexico.  But certainly towards the end of the 16th century, when the Spanish began emptying their imported Old World sherry barrels, and then later their rum barrels, oak receptacles were likely (if not certainly) being used for mezcal.  Aging was taking place if not by design, then by default. 
 
It was often more expedient for producers to store and transport product in a 200 liter barrel, than use several 70 liter clay cántaros (pots).  And so with a good supply of used barrels emerging in the marketplace, aged mezcals became commonplace (i.e. traditional), dating back a couple of hundred years I would suggest, with some producers eventually making a science (or art) out of resting their spirits; in French sherry barrels, Kentucky bourbon or Tennessee whisky barrels, and in due course employing new barrels fashioned from Canadian white oak.  For generations some palenquero families have prided themselves in the quality of their rested spirits, using various aging styles and different barrels for different lengths of time to achieve specific flavor profiles.  So to suggest it is difficult to find aged mezcals of high quality in the state of Oaxaca, is in my estimation a weak excuse. 
 
For my excursions I usually bring along an añejo in my nine-mezcal sample box.  If a client enjoys it, this signals that we should visit one or two distilleries which produce reposados and añejos, and carry on discussing the topic of aging.  If not, then its joven (or blanco, that is unaged) all the way.  But here's the point:  most of us are in the business of promoting the spirit (with of course varying degrees of profit motivation, altruism, passion, etc.) with a view to lauding its attributes so that more people will try, and subsequently become fans and regular purchasers of mezcal.  The more mezcal that is consumed, the better it is for the industry, and most importantly for growers who live a subsistence existence, as well as for small-scale palenqueros and their families.  We should not close off any market segment capable of becoming established and growing.
 
There's room for mezcal on the bar of any single malt scotch, tequila, brandy or whisky aficionado's home. If someone is a fan of a 16 year old Lagavulin or a Burgundy wood finish Glenmorangie, what positive result can there be by telling her to never drink an aged mezcal? Yes, over 90% of the mezcals in my collection are blancos, and that's what I usually drink.  But sometimes I get a hankering for a mild reposado, or a rich five year añejo with tones of butterscotch, or a peaty single malt.
 
I believe that the more appropriate and educational modality is to encourage novices to begin by sampling blancos, from whatever region, type of agave, means of production, tools of the trade, and so on.  Teach about the innumerable nuances and unrivalled complexity of unaged mezcal.  But then encourage the client to try one or two aged products, especially if dealing with a client who is a fan of barrel aged spirits.  If you dissuade someone from trying something aged, you risk losing a prospective convertee; you are also doing a disservice to the client.
 
The Cocktail Craze
 
I've read that the worst way to bastardize mezcal is to use it in a cocktail.  Since publication that author has graciously tempered his dogmatism, likely after having realized that promoting mezcal as an ingredient in cocktails helps everyone in the broader alcohol consumption industry. Some bartenders still believe that it is not worth it to use a high quality expensive mezcal when making a cocktail.  With all due respect, the better view as promulgated by mixologists and bartenders renowned for their cocktail prowess, is that mezcal should be considered as any other ingredient, with different qualities, varieties, etc. There's a difference between red and green pepper flavors, cilantro, cucumber, etc. If you have 50 different mezcals on the shelf, consider which one would pair best with the other ingredients. Is the predominant note of the spirit fruity, floral, herbaceous, earthy, caramelized, woody, and so on? How will a particular spirit character complement the other ingredients and enhance the ultimate cocktail?  When it comes to pairing mezcal for mixing cocktails and for cooking, I'm a novice at best, though I continue to take classes with a view to honing my palate.
 
Alcohol by Volume
 
Telling consumers that they should only drink mezcal between 45% and 55% ABV (as distinct from proof) has become somewhat acceptable practice in Oaxaca mezcalerías.  While most artisanal mezcals are within that range, there are excellent products both below and above the "norm." Spirits consumers who are accustomed to drinking quality yet commercial tequilas or scotches at 40%, may never come around to appreciating 53% mezcals.  So why tell them what ABV they should and should not drink?  If a patron has in mind an evening of imbibing, perhaps three 3-pour flights, consider sneaking in a couple of products outside of your preferred ABV range and gauge interest, welcome commentaries, and discuss.
 
The rationale for the rule simply does not hold water.  The owners of one particular brand of artisanal mezcal conducted close to 100 blind tastings throughout Mexico before settling upon a 37% spirit for its flagship product. During the first year of operation the brand shipped 16,000 liters from its distillery in Santiago Matatlán, Oaxaca, for the national market alone.  The brand continues to thrive, opening new markets.
 
It is indeed true that some mezcals less than or greater than the stated ABV range do not enable the consumer to fully appreciate the particular spirit's flavor potential, but this is not always the case. Some mezcals well into the 60%+ category, in the realm of puntas or heads, go down more smoothly than a 45%, and retain exquisite notes. 
 
It is suggested that with the current agave scarcity and concomitant dramatic increase in price per kilo of raw piña, producers and exporters will opt for one of two ways to address the "crisis" if they wish to maintain or enhance existing profit levels: significantly increase the price per liter or bottle - but the spirits market will determine the viability of doing so; or reduce the ABV with a view to remaining competitive in the marketplace.  If the latter, the blowhards will have little choice but to temper their dogmatism.
 
Agave Species
 
"Tobalá [Agave potatorum] is a wild agave; tepeztate [Agave marmorata] takes 35 years to grow." Yes some, but certainly not all of the mezcal made with the former uses wild tobalá, and some tepeztate no doubt takes 35 years to mature.  But such statements, made as hard-fast truths not subject to discussion, bandied about by staff in some Oaxacan watering holes, lack absolute veracity.  I now rarely speak or write about mezcal or agave with a tone of certainty, and prefer including in my own bluster qualifying words such as “usually,” “on average,” “it is suggested,” or “in my opinion.” Tobalá is being cultivated from seed and thereafter transformed into mezcal. Some producers are apparently dropping seeds or small plants from airplanes, and letting them grow and mature in the wild prior to harvesting.  Others are germinating seeds, growing small tobalás close to their homes or palenques, and then transplanting them in the wild. I confess that I don’t know whether such projects result in mezcal made with wild, domesticated or cultivated maguey. Regarding tepeztate, my palenquero friends tell me that it usually matures after 12 – 15 years of growth, but that yes, it can take much longer.  They do not speak in absolutes.
 
I suppose that this promulgation as fact of matters relating to agave species, does help the proponent of half-truths, and to some extent initially the industry in a couple of ways.  It advances the sense of romanticism and uniqueness regarding mezcal.  But it could also be a means of rationalizing a highly inflated price for mezcal made with tobalá, tepeztate and other “designer” agave species (without of course denying the often dramatic increased cost of producing mezcal with them; although with the current stratospheric cost of buying espadín piñas on the open market, who knows?).  The ultimate disservice to the client, and it is suggested adverse impact for the retailer and broader business interest, is occasioned when the novice begins hearing and reading alternate viewpoints reasonably not stated as dogma; he then may become confused and frustrated. 
 
Glasses, Cups, Jícaras & Clay
 
It’s hard to dispute that a vessel made of glass is the best medium for drinking mezcal, or any liquid for that matter, because it is neutral. Similarly I would suggest, at least for mezcal, a small half gourd or jicarita arguably provides imbibers with a shape which optimally enables their spirit to open prior to drinking.  Some suggest, however, that the “wood” of the jícara impacts the flavor of the mezcal.  A standard shot glass for mezcal, or caballito tequilero, is neutral, but because of its shape the spirit cannot open as is the case if poured into a jicarita.  Does this throw a wrench into the proposition that you should only drink mezcal from glass? Yes, a solution to the conundrum is that the positive reply to the question holds if the glass is in the shape of a small half gourd.  What if it’s a small clay cup in the shape of a jicarita? Worse than a jícara? Better or worse than a glass caballito?
 
The point, once again, is dogmatism.  If it’s tradition that we want, then we should be drinking our mezcal out of half gourds like Mexicans have been doing for hundreds of years, or out of small pieces of the invasive bamboo specie known as carrizo (river reed).  Query if it is the same people who advocate only drinking “traditional” mezcal (unaged), who would also shun the idea of being too traditional by drinking from a jícara or piece of carrizo, and not sipping out of glass.
 
The solution is, I suppose, to try drinking your mezcal out of a variety of vessels of different shapes and compositions.  I’ve noticed when experimenting with industry friends, that some mezcals open differently depending on the shape.  For me, anything but a caballito, made of glass or carrizo, is fine, suggesting that perhaps form is more important than composition (leaving aside the issue of clay jicaritas).
 
Experiment if you can.  Perhaps the small ribbed glass votive candle holders with the cross on the bottom, or a brandy, is the appropriate compromise.  At the end of the day it’s akin to what I’ve read from the critics of new vehicle reviewers; when it comes to handling, cornering, shocks and comfort, forget what the experts write, and test drive to form your own opinion and decide based on how the car, truck or SUV handles when behind the wheel. Perhaps for one particular mezcal anything serves, for another one vessel enhances optimally, and yet for a third a different form and medium provides that exquisite aroma and flavor profile which has otherwise escaped.
  
Dogmatism and Mezcal:  Harmful for the Industry, or Just the Blowhards

Dogmatism sometimes gets the better of us.  When we’re teaching about the culture of mezcal, it is sometimes very easy to exaggerate and mis-state, by finding fact where there is none.  And when we’re preaching to the uninformed, we sometimes forget that there is always fact-checking.  The uninitiated will not always take what is stated as gospel; especially when their interest in visiting Oaxaca is to learn about our spirit from a variety of sources.
 
We must check our dogmatism at the door.  The braggarts may be building up their own reputations, but only for that fleeting moment, hour or day, until more tempered discourse in a different drinking or learning environment takes over.  Afterwards, it’s the reputation of the mezcalería which potentially suffers.
 
The foregoing are only a few of the instances in which blowhards in their dogmatic approach to the industry in the end do more harm than good: “X agave makes the best agave distillate; mezcal that is reduced to its ultimate consumption ABV by adding distilled or spring water rather than just the tail of the distillation (cola), is not real mezcal.” Again here, the same problem.
 
The dramatic rise in the number of mezcalerías in Oaxaca since about 2013, is remarkable.  But without proper training of staff and taking greater care in promoting the spirit, it may all go for naught. Encourage both novices and the initiated, to experiment, read, imbibe and otherwise learn.  Don’t speak or write in absolutes, save for when there is certainty. Opine, but at the same time acknowledge other points of view. The mezcal industry in Oaxaca, and for the world, will benefit and continue its surge.   
 
Alvin Starkman is a permanent resident of the city of Oaxaca, from where he operates Mezcal Educational Excursions of Oaxaca.  He can be reached at mezcaleducationaltours@hotmail.com.
 

Alvin Starkman, M.A. J.D.

Mezcalerías, or mezcal bars in Oaxaca specializing in artisanal mezcal, began opening at a furious pace last year. In an article I authored in October, 2014, I foreshadowed ongoing rapid change in the retail sector, and suggested that numbers would increase; and so they have as of May, 2015, only months later.

The meteoric rise in the popularity of the iconic Mexican agave based spirit continues to spell more mezcal tourism to the city, both in terms of visitors to Oaxaca arriving from foreign countries, as well as from cities throughout Mexico – to learn, to sample, to buy and to export.

I am continually asked “where should I go to drink different mezcals.” This, then, is a compendium of mezcalerías in the city of Oaxaca, revisited for 2015, which includes a couple of local haunts which also serve beer and one lounge.  They are all nevertheless known for their sale of the agave intoxicant.  

While the listings are accurate and up to date, it should be noted that prior to my earlier article, within a year or so one mezcalería had opened and closed on the zócalo (a branch of La Mezcalerita, with its flagship noted below), another opened on the zócalo just after I had published my first article and closed only seven months later (Sabina Sabe, said to be relocating after tenancy issues), and one which indeed made my list, Tobalá or Toba, simply closed. So there is a shakeup in the industry.  Landlord fickleness may be a factor.  But it is suggested that those with a reasonable amount of business acumen and / or passion for mezcal, will continue to thrive, and that there will be rapid growth of new players on the scene as the months go by; that is until the saturation point is reached. 

Special mention should be made about La Mezcalerita, noted in my earlier article with less than flattering words because of the sparse offerings and environment – at the time.  Management has taken significant steps at improvement, so much so that La Mezcalerita is now a mezcal bar to be reckoned with, both in terms of ambiance and selection; La Mezcalerita is now a favorite for tourists and locals alike. 

Another major change which has taken hold in 2015, is the tendency for mezcalerías, and indeed many restaurants offering a healthy complement of mezcals, to distinguish mezcals made in palenques certified by the regulatory board CRM (Consejo Regulador del Mezcal, previously known as COMERCAM), from those not produced as certified.  In order to not run afoul of CRM dictates, non-certified mezcals (technically in fact not “mezcals”) are often noted as “destilados de agave,” “destilados de agave silvestre artesanal,” “agave silvestre,” and so on. There is a concern that authorities may be on the prowl.

An establishment may have an extensive array of house mezcals which cannot legally be termed mezcals because they are not certified, so designating as something in the nature of agave distillate does the trick.  There may be two lists at Oaxacan establishments, of equally good quality, yet entitled differently.  It is also noteworthy that it is not necessarily the case that when a mezcal is selected from a list with the word “silvestre” in the title, it is made from wild as opposed to cultivated agave. Fair play? Marketing license? I suppose in the minds of some.

Similarly, it should be noted that some (but certainly not all) wait staff and bartenders seem to want to build up mezcal, or their particular offerings, or their perceived knowledge, or all, by stating as fact what is at best opinion or uncalled for dogmatism, and at worst misstatement (i.e.  “tobala is a wild agave,” or “tepeztate takes 35 years to grow”). It’s not for me to correct such statements, at least not herein, but rather for the owners of these outlets to better train or monitor – if they are so inclined.

I’ll begin this latest enumeration with mezcalerías not listed earlier, followed by those where change has occurred (i.e. La Mezcalerita), and conclude with those which have simply kept up within the industry.

Once again the days and hours of operation published on signs out front and enumerated herein, must be taken with a grain of salt.  They seem to change at the whim of management, based on level of tourism in the city, and if employees and owners are otherwise elsewhere engaged.  But in most cases you can find them open evenings Tuesday or Wednesday through Saturday. Some make a diligent effort to be operational during their published times, even those with morning hours.

La Porfiria Mezcalerlía:  Porfirio Díaz #907 Centro  [cel: 951 221 2539 (2 – 11 pm)]. La Porfiria is one of the new mezcal bars in Oaxaca. It has a modern ambiance with a reasonably good selection of house and certified mezcals. Amongst the former you can likely find an agave distillate made with your favorite species of maguey such as barril, tepeztate, tobalá, and so on.  Prices are reasonable, especially considering that your mezcal is served on a smart wooden platter with orange wedges, sal de gusano and chapulines.  The appetizer plates are healthy in size and do the trick, especially if you’re in for extensive drinking.

El Espino Gastro Cantina: 20 de Noviembre #103  [cel: 951 197 2696 (from 11 am)].  El Espino opened in 2014.  It is large, dark, with relatively loud music and a DJ during peak days and hours, all very smartly done up to keep you there and drinking. With close to 120 certified mezcals, and with a good selection of craft beers, it is worthy of attention if the ambiance is something you crave from time to time.  And yes there is food.

La Madre Mezcalería:  Morelos #405 [(951) 501 2027; certainly weekends from about 8:30 pm, but other evenings may be open as well, so perhaps call or check social media; if open you’ll see a wrought iron gate with a few votive candles for illumination]. This is a small funky mezcalería, dedicated to the promotion of the unique, fine mezcals produced by a select number of maestro palenqueros in the Miahuatlán district of Oaxaca, more particularly in or near the municipality of San Luis Amatlán. It currently features 15 mezcals produced in four palenques (including that of Reyna Sánchez, one of only a few female producers [as opposed to promoters in their family businesses]). Part of the mission is to make the mezcals available at rock bottom prices, and accordingly a flight of three for 120 pesos is now offered.  Beer is available. Soft guitar music is sometimes featured.

La Medida Mezcales y Vinos: Macedonio Alcalá #403 (upper level) [www.mezcallamedida.com; Mon - Thurs 6 pm to midnight; Fri – Sat until 2 am.] This is a wine, cocktail and mezcal lounge, not included in the initial article because I could not categorize it as a mezcalería.  I still cannot, but have decided it’s worthy of mention because of the number of mezcals (about 60, all certified) and the different imbibing environment it offers.  Where El Espino is not for everyone because of its boisterous ambiance, La Medida offers something different; for those wanting relaxed comfortable surroundings, those with healthy pocketbooks (shots from 60 up to a whopping 280 pesos), and those who are perhaps visiting the city with a partner or friends not particularly interested in drinking mezcal all evening – there are both wine and cocktail lists.

La Mezcalerita: Macedonio Alcalá #706-C [cel: 951 106 4432; 1:00 – 10:00 pm].   La Mezcalerita has stepped it up since last year, and now can be considered one of the premier mezcalerías in Oaxaca.  Its selection of both commercial labels and agave distillates is impressive, as is the number of craft beers listed and actually available. Ambiance is pleasing with barn board style tables, chairs and décor, and interesting music both Mexican and 70s rock (last visit The Doors was playing).  The rooftop was closed on a night in April. What sets it apart is patrons being able to select either one or two ounce drinks, meaning that if you are interested in sampling a significant number of offerings, doing so won’t set you back a bundle and will enable you to return home or to your lodging relatively intact.   Although recommended for those staying anywhere in Oaxaca’s centro histórico, it provides an extremely easily accessible option for those travelers staying near the north end of downtown, such as at Casa Ollin B & B, Casa Conzatti and Holiday Inn Express.

In Situ:  Morelos #511 [cel: 951 514 1811]. In Situ is generally considered the most respected mezcalería in Oaxaca.  One of the co-owners is author / journalist Ulises Torrentera.  The bar boasts over 180 different mezcals, and often hosts evenings featuring a representative of a particular brand, with healthy samples of the product served at rock bottom prices, including a botana. Ownership has tempered its earlier views on cocktails made with mezcal and acceptable percentage alcohol content; at least to the extent of having had cocktail nights and featuring palenqueros who make mezcal which is less than 45% ABV. Don’t let the main floor bar deceive, since there is an upstairs with tables and chairs for more relaxed drinking and socializing.

La Mezcaloteca:  Reforma #506 [(951)514-0082; 4:30 – 10:00 pm, six days; reservations preferred]  Mezcaloteca fashions itself a tasting room, and does provide a good basic education through encouraging patrons to sample groupings of three different mezcals produced in different regions, using diverse distillation and fermentation methods and made with different agaves.  However it should be noted that other mezcalerías are now also offering “flights” of mezcals. Owners and employees are very dogmatic in their views about (read “against”) aged mezcals (Mezcaloteca’s party line, similar to that of In Situ). The teaching is admirable, but is still no substitute for getting out of the city and visiting real artisanal palenques not constructed for the tourist trade: putting the theory (tasting and explanation) into practice through in-the-field experience, witnessing first-hand what you’ve been told in the downtown Oaxaca “class.”

Cuish:  Díaz Ordaz #712 [(951)516-8791]. Together with the foregoing two mezcalerías, Cuish represents one of the earlier mezcal bars to come onto the scene from the outset of the modern mezcal boom.  It’s located in the south end of the centro histórico, in a somewhat seedy yet safe part of downtown.  It has a more speakeasy feel to it, with comfy couches on the second floor and a remarkable air of informality. 

La Casa del Mezcal: Flores Magón #209.  La Casa del Mezcal is one of the oldest running cantinas in Oaxaca, dating to 1935.  It’s known for its location right across from the Benito Juárez market, and its old west atmosphere with swinging oak doors and long exquisite bar, loud jukebox music, smoke, beer and of course mezcal.  It does have a selection of house mezcals, but is more for drinking and soaking up the ambiance than for learning about the spirit’s subtle nuances. La Casa del Mezcal is definitely worth a visit if you want to experience a typical Mexican cantina.

Mezcalillera: Murguía 403-A [(951)514-1757]. From old to new, the sleek and modern Mezcalillera is one of the more recent entries onto the mezcal scene in downtown Oaxaca.  It dubs itself  “La Miscelánea del Mezcal,” promoting high end certified products for sampling and sale as well as some agave / mezcal related paraphernalia you can pick up to take home.  It claims to carry 63 brands comprising 190 varieties, though the shop doesn’t appear to have that much spirit on hand.  Mezcalillera seems more geared to sampling and buying, than sitting and sipping for an extended period of time.

Mis Mezcales: Reforma #528-B [(951)514-2523; 10 am – 9pm; seven days]. Mis Mezcales has the broadest range of mezcal-related gift ítems including T-shirts, glassware, pottery, and books and tasting wheels as does In Situ and Mezcalillera.  Its selection of mezcals is perhaps not as large as Mezcalillera and certainly not as grandiose as In Situ, but it does have a nice modern sipping ambiance. Like Mezcalillera, Mis Mezcales appears to be more of an establishment for a brief visit to sample and pick something up to take home.

Los Amantes:  Allende #107 [losamantesmezcaleria@gmail.com; Tues-Sun, 4:00 – 10 pm] Los Amantes provides a wonderful yet tiny drinking environment decorated with vintage bottles and related mezcal items.  The only downside is that it carries only products made in its distillery.  However, it has indeed become a hangout for locals, perhaps in part because it does offer some of its premium small batch production when available, and has a strong welcoming air to it.  

El Cortijo: 5 de Mayo 305-A [(951)514-3939; Mon-Sat, 6:00 – 10:30 pm].  As with Los Amantes, El Cortijo sells only its own spirits. But again there are times when it is producing specialty mezcals, new batches, and so on.  Like the others, it can provide a tasting education, but certainly not to the extent of the mezcalerías which carry mezcal from different palenqueros, produced in a diversity of regions and states using different agaves and production methods (i.e. clay v. copper).  El Cortijo lacks the panache of Los Amantes but is worth a visit and a couple of shots.

Piedra Lumbre:  Tinoco y Palacios #602 [cels 951 135 1230 & 951 156 0321; evenings from 6 pm, Wednesday through Saturday (knock)]. Piedra Lumbre opened towards the end of September, 2014.  The exterior is painted simple grey with small signage and otherwise no indication of what’s inside.  Presumably this addresses the issue of being a retail sales outlet with issues relating to CRM. Different mezcalerías deal with the matter in different ways. It has a pleasing drinking environment, with its adjoining gallery, tables and chairs and welcoming ambiance and management. It’s geared for private functions, predominantly mezcal and food pairing events.  The selection runs a decent gamut.

Mezcalogia: Garcia Vigil #511 [(951)514-0115; 5513921872 (Mexico City number of Alejandro, manager); by appointment or by chance, with stated hours Wed-Sat 4:00 – 10:00 pm].  Mezcalogia opened its doors during or about 2013.  It has a pleasing Los Amantes ambiance.  It currently offers about 30 mezcals (but with a good, diverse selection including from out-of-state); no commercial labels.

The foregoing enumeration notes the main mezcalerías in Oaxaca.  But it is not suggested that there are no others.  Keeping track of the latest mezcalería inauguration is a difficult task despite social media.  It is hoped that those who come across other mezcalerías, and bars and cantinas specializing in a broad diversity of mezcals, will email details so that I’ll be able to augment the list yearly if not more frequently.

There are also numerous restaurants, bars and cantinas throughout the city which are not noted yet carry a wide range of mezcals, both commercial labels and house mezcals, the latter usually noted by type of agave and town of distillation either on the drink menu or a chalk board (i.e. La Biznaga, Zandunga, La Olla, and the list goes on).  And there are other mezcal outlets which sell exclusively mezcal, which are similarly not included in this enumeration because their environments are not conducive to sipping in what I consider to be a pleasant environment; and the variety of product is not particularly large, though covers the basics.  These include La Unión de Palenqueros de Oaxaca on Abasolo, Mezcal Artesanal Mezcalería  on Doblado, amongst others; certainly consider paying a visit for a different experience.

Regardless of where you imbibe in Oaxaca, it is important to drink a diversity of agave distillates and mezcals and form your own opinion with a view to honing the palate. Many of the mezcals you’ll appreciate in Oaxacan bars, mezcalerías and even restaurants, are not exported from Mexico, and most, especially the ensambles, you cannot even find outside of Oaxaca; so enjoy while on your visit.

Alvin Starkman operates Mezcal Educational Excursions of Oaxaca.  He is the author of “Mezcal in the Global Spirits Market:  Unrivalled Complexity, Innumerable Nuances.”  Alvin has been an aficionado of Mexican spirits for over 20 years, and has a personal collection of more than 200 different agave distillates.

Alvin Starkman, M.A., J.D.

Mezcal Vago is one of a plethora of new brands of the agave-based spirit entering the US from the southern Mexico state of Oaxaca.  Its sweet, swift success harkens back to the tenets of triumph in so many other entrepreneurial endeavors:  hard work, vision and integrity.

The owners of Mezcal Vago aren’t pioneers in the field of exporting artisanal mezcal like Mezcal del Maguey’s Ron Cooper.  Nor are the two American partners directly steeped in generations of family tradition as was the late Don Pedro Mateo of the highly successful commercial brand Benevá.  And to be sure, they don’t have the financial means of Armando Guillermo Prieto, who through an extensive promotional campaign is apparently en route to taking the mediocre  (at best in the minds of some) Zignum “mezcal” through the profit stratosphere. 

Add to the Midas Touch of Mezcal Vago’s Judah Kuper and Dylan Sloan a combination of transparency in everything they do; more than fair compensation for their producers; passion for their product and what it represents; refusing to derogate from their vision; unconventional yet effective marketing; maintaining humility while at the same time being opinionated; taking a calculated gamble; and naturally a bit of good fortune with timely entry into the marketplace.

The seed of Mezcal Vago has been well chronicled by Kuper and Sloan on their website.  It’s a story of fortuitous circumstances, like that of so many innovators in a diversity of commercial enterprises.  It’s been told time and again, though much less so in the world of mezcal if not other alcoholic beverages.

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Late one evening in early September, 2014, Kuper is holding court in his small, modestly outfitted office-cum-tasting-room, hosting a group of seven Colombian restauranteurs interested in importing mezcal for their eateries. He explains to them while they sip from a selection of a dozen or so Vago mezcals:

“We’ve been in business for less than two years, and are already established in 17 states, with others ones as well as Canada and Europe on the horizon, so I have to be cautious about expansion because our growth must be maintained in check so that we keep to our vision. When I heard Colombia, it seemed like it might be just a small enough market for us, a good fit, so that’s why I agreed to come to the office tonight to meet with you.”

Beginning about 2005, and continuing to date, the vision for many mezcal entrepreneurs throughout primarily the US and Europe, and also in Mexico City, has been to capitalize on the exponential growth in the spirit’s popularity across the globe, through pursuing a mainly profit motivated export business plan. As one such American commented in the course of seeking my tutelage about the spirit and its distillers back in 2007, “now is the time [for mezcal].” What she meant was the time to make money in the business of exporting mezcal from Mexico.  Hence, she and her brash New York business partner descended upon Oaxaca.  Kuper sees it this way:

“There’s just so much smoke and mirrors in the [mezcal as well as other spirits] business, not from everyone who has jumped on the bandwagon, but from many, the ones who have little concern about  what mezcal has represented to Mexicans over the centuries in terms of livelihood, culture and relationship with the environment.

“In our case, we started with a grassroots campaign, enlisting the help of and targeting chefs, bartenders and spirits geeks, without paying them a cent, just serving them and finding out if we were on the right track with what we personally thought were amazing spirits made by sincere people with fascinating stories to tell. That’s how we started out.

“Many other exporters have begun at the other end, with their marketers, their advertising and promotional firms; how do we promote this particular alcohol and distinguish it from tequila, what kind of a campaign should we mount, what’s trendy, sleek, contemporary and will sell – as opposed to what’s the best product we can get out there. Dylan and I each pooled a modest amount of money before making a commitment.  We did our own website, took all the steps for export certification, and all the rest of the paperwork without lawyers or accountants. You know, we could have gone the way that others have gone, and in fact a Texas clearinghouse wanted to give us $100,000 as a kick-start. We rejected the offer, wisely as luck would have it, and went with someone who had the same vision as ours. With his much more modest financing, we looked after name and trademark, labels and business plan. We were off.”

Kuper and Sloan are different from many [or dare I opine “most”] of the others, in ways aside from rejecting significant startup financing when offered. Kuper had been surfing up and down the Pacific coast of The Americas for eight years before grounding on a stretch of beach near the Oaxacan resort town of Puerto Escondido.  He fell head over heels for a young Oaxacan nurse, whose father was a fourth generation palenquero (in Oaxaca, a small scale artisanal mezcal distiller).  The lovebirds opened a palapa restaurant on the sand, and naturally included Kuper’s (soon-to-be) father-in-law’s mezcal. “I really liked Aquilino’s mezcals,” he explains “but had never given a thought to exporting it or getting into the business until I began to take notice that my restaurant customers really liked it and commented about the quality – the nose, the balance, the nuances, the approachability and everything else, despite it being upwards of 50% alcohol and sometimes more.”

Kuper had previously been exposed to good artisanal mezcal, but its potential for leading to a livelihood for him, and turning the mezcal world towards him, remained in the recesses of his mind – until Aquilino came along.  He comments to the Colombians that if it were not for all the laud that was being heaped upon his father-in-law’s mezcal, “I probably would have continued to be a surf bum, albeit eventually having to find some way to make a living to support my new wife and our baby.”

Aquilino’s mezcals are produced in Candelaria Yegolé, a tiny hamlet of about 200 people, in the furthest reaches of the district of Tlacolula de Matamoros, bordering on the Sierra Sur region of the state. The area has a distinct microclimate with its particular environmental yeasts.  Aquilino harvests his agave from steep mountain slopes with terroirs different from anywhere else.  He uses a traditional copper pot still, or alambique.

“Once Dylan and I decided to each pool our capital to test the waters,” Kuper continues, “we knew that we had to find a second producer, one whose product would both be entirely distinct from yet complement the mezcals that Aquilino had been producing.”

Kuper and Sloan didn’t want to bottle and market a mezcal made by only one palenquero.  “If you use only one distiller whose operation is in one microclimate, no matter how many different mezcals you’re producing, you’re doing yourself and spirits aficionados a disservice, because they will all by definition have a similar character,” Kuper suggests.

“Selling the mezcal made by only one palenquero who ferments and distills in only one area of the state is limiting. We were looking for a completely different line of mezcals, produced by someone else in a different region using a different production method with a different family tradition.  By chance we came across a cousin of my wife’s family, in a different district of the state, Sola de Vega.”

They found Tío Rey, as he’s affectionately known, who for generations has been producing very different mezcals than those of Aquilino.  Much of Tío Rey’s agave is grown in humid river valleys.  Regardless of whether or not the same species or sub-species as Aquilino is used, the climate, terroir and environmental yeasts are so different that Tío Rey’s mezcals must inevitably be different from Aquilino’s.  Combine that with the fact that Tío Rey employs clay pots rather than copper to distill, and the distinctions in the mezcal of the two producers becomes even more profound. And to top matters off, the palenqueros were each from a region more or less underrepresented in the export marketplace.

“I respect so many artisanal palenqueros in the state, and in fact producers in other parts of Mexico. And of course also those exporters who have done what we’re still doing, that is seeking out the best product from the furthest reaches of the state.  We’re still looking for at least one other producer to work with. We’ve driven hours and hours over umpteen back roads looking for a palenquero whose mezcal would nicely supplement what we already have in our stable and who would epitomize the cultural history of mezcal as we see it.”

Kuper acknowledges that Vago’s marketing plan has been to identify the four or five most respected artisanal bands of mezcal in the marketplace, and to improve upon what they’ve been producing.  But at the same time he cautions:

 “I let Aquilino and Tío Rey do their thing, since their families have been making mezcal for generations. I’m just a student of the spirit, learning as I go along, always trying to produce a better product; and so we may have the odd discussion when I suggest something different or a little tweaking, but that’s about it. They’re the maestro palenqueros.”

That humility and respect for those who know more, has been a hallmark of the success of Mezcal Vago.  And it’s part and parcel of Kuper’s transparency in everything he does.

He is outspoken about those producers and exporters who boast that they distill to proof and don’t add water – if indeed that’s the case. “So much depends on the water source, at what point you cut the tails (end of the distillation process), how you work with the tails if you’re going to use them, and so on,” he explains, then continues, that “dogmatism can inhibit your ability to produce a better mezcal.” Ask Kuper which of his palenqueros uses water to bring his mezcal to the preferred percentage alcohol, and how, and he’ll tell you.  Ask him why his labels for his ensambles (blends) state the percentage used of each agave species or sub-species, and he’ll tell you: 

“I have nothing to hide.  I know that there are producers out there who simply state the names of the agave used to produce an ensamble because they consider disclosing any more details tantamount to giving away a trade secret.  But I would rather indicate percentages, so the consumer knows exactly what he’s getting, and is better able to refine his palate, distinguish nuances of particular agaves, and so on.  If I simply stated on my label that the bottle contains espadín, tobalá and cuishe, how is that really helping the consumer, if for example espadín is 90% of the blend?”

When asked about his labels, and their similarities in some respects to other brands on the market:

“What I said before within the context of wanting to take the best and  improve upon other artisanal mezcals in the marketplace, applies here as well. We have a massive respect for brands like Mezcaloteca which committed to sharing every detail of the process of creating its mezcals and out of total respect follow suit because that’s the way all labels should be.  We felt that another brand that used a bit of agave fiber in its labels was an amazing idea and took it a leap further by making our labels 100% from the used agave mash after distillation.

For many in the business, more taboo that the issue of water, is the use of chemicals to speed up the fermentation process, especially during the cold weather months.  While neither he nor anyone else dare whistle blow, and although Kuper states that he will never work with a palenquero who adds anything to the fermentation vat, he understands that “other companies view chemicals as food for yeast” and that “they can improve fermentation rates and yields.” But he steadfastly asserts that “it’s not for us and never will be.” Enough said.

With Sloan based in the US and Kuper in Oaxaca, Mezcal Vago is in an advantageous position in terms of being able to keep an eye on what their palenqueros are doing, and how.  As Kuper puts it, “it’s important to have your foot in both worlds.” An industry insider from the US northwest sees it this way:

“One partner is watching what’s going on with his production and the market from on the ground in Oaxaca, while the other is getting a balanced sense from living in the US.  It’s really something; Vago is in every bar I visit.”

Both Kuper and Sloan make a point of visiting each of their markets once or twice a year, travelling one out of every five or six weeks.  And they are even more hands on.  For example, Kuper picks up his federal “verificadores” (agents of the regulatory board, COMERCAM) to take them to his palenques to be sure that there are no delays in getting his mezcals certified for export; and he works with his wife, friends and neighbors doing all the bottling and labelling on their own.

“This is a family business, and we want it to remain as such. After all, that’s the way it’s been for ages.  You lose something if you deviate from the model which has brought you initial success.  I know of export brands which have dramatically increased output but in the process have put a strain on production and their palenquero partners, through hiring lots of outsiders, building more and more stills, altering fermentation methods, and buying agave from further and further away from the villages where the mezcal is being produced.  And you know what, I’ve witnessed those brands losing shelf space in the stores of major US retailers. Perhaps I’m naïve, but Dylan and I won’t let that happen to Mezcal Vago. It’s important to us that our palenqueros’ roots and age old means of production are respected.”

Mezcal Vago will have its growing pains as have other producers and exporters, but the partners are steadfast in their resolve that their original vision must be maintained at all cost – even if it has to mean turning their backs on Colombia.

“Mezcal is so pure, just agave, heat, water, and yeasts from the natural environment. It’s so simple. There is truth in mezcal. I want everyone who sips Mezcal Vago to be taken on a journey to real, rural Mexico, to get a sense of place with each sip. I even want them to sense something by merely picking up a bottle; I want them to feel like they’re holding something from an earlier era. Their hearts rates should race with a sense of adventure. I want them to appreciate the history of the families of our producers.”

Kuper is referring to the pride in family tradition, which he believes must be maintained in order for their mezcals to retain the highest quality.  Bringing in outsiders to help produce would change that.  Introducing different production methods would change that.  Using agave that has no relationship to the palenquero, his family or his land would change that.

“We also feel the weight of our family’s needs on our shoulders, and respect that.  Not a single drop of mezcal has ever been bottled until Aquilino and Tío Rey have been paid in full for their effort.  We don’t subscribe to the philosophy of 50% when ordered and the other 50% when it’s on the pallet ready to leave the village for the border.  Once they’ve distilled, they have complied with their primary obligation to us, that is, to produce a quality spirit.  They should not have to wait any longer to get paid. If our mezcals are a bit more expensive that some others, and certainly that’s the case, it’s because we pay our palenqueros sometimes even more than they want.  If there’s any price negotiation, it’s us trying to pay more to them, really. I don’t like labels, but I suppose it’s akin to a fair trade practice to the extreme. Aquilino and Tio Rey are the keys to our success more than any other factor and so we must treat them as such. But it shows in the quality they keep on producing for us.”

Previously, Aquilino didn’t much ponder the relationship of his family with the land, water, agave, and ultimately his mezcal.  He was too busy eking out a subsistence though sufficient living.  Both he and Tío Rey in fact exemplify mezcal as permaculture.  They used to take it all for granted.  But now, with mezcal lovers from all corner of the globe making pilgrimage by descending upon Oaxaca, and asking to visit Candelaria Yegolé and the hinterland of Sola de Vega, to meet and pay homage to the producers of Mezcal Vago, Aquilino and Tío Rey now get it, and they feel an enhanced sense of pride in their craft; which in turn feeds the desire to keep producing mezcals of excellence, as tribute to their heritage.

The Colombians left Oaxaca, sold on Mezcal Vago after learning of the existence of the brand only a couple of hours earlier. Whether they can convince Kuper and Sloan that their market is worthy of the mezcals of Aquilino and Tío Rey, is a question yet to be answered.

Alvin Starkman owns and operates Mezcal Educational Excursions of Oaxaca. He is the author of Mezcal in the Global Spirits Market:  Unrivalled Complexity, Innumerable Nuances, (Oaxaca, MX:  Carteles Editores – P.G.O., 2014)