The founder of Panorama Mezcal shares his love of culture and home with New York City
“As a proud Mexican, I believe there is much to celebrate about my homeland that goes beyond surface-level “partying.” New York provides the perfect platform to showcase Mexico’s rich heritage and proudly wave its flag.” -Jose Maria.
Meet Jose Maria ‘Chema’ Donde Rangel, an entrepreneur driven by an unwavering passion for Mexican culture and spirits. In the so-called ‘mezcal industry’, where ancient traditions intertwine with contemporary allure, Jose Maria has emerged as a revered event producer, mixologist, hospitality professional, and community organizer.
Hailing from the vibrant streets of Mexico City, Jose Maria embarked on a transformative journey 15 years ago when he immigrated to New York.
”I arrived when I was 20 years old after leaving an international business career. It wasn’t an easy decision, but I came to search for better opportunity in life.”
Like so many immigrants he began as a busboy in the restaurant industry, with no previous experience, and worked his way through the ranks, ultimately securing prestigious positions as the Lead Bartender and Beverage Director at acclaimed restaurants such as Cosme and Claro, helping them to achieve Michelin-starred status. He recognizes his fortune in meeting people who helped him move forward, and also put in a lot of work:
“Language was the first obstacle…even with two jobs I still found time to attend English school, but I learned more by going out with my coworkers.”
It was during this time that his deep-rooted love for mezcal blossomed and grew alongside his passion for hospitality.
“My natural inclination for bringing people together stems from my early involvement in my dad’s church group in Mexico City during my adolescent years. It was there that I developed a passion for organizing events and fostering a sense of community.”
In the summer of 2014 Jose Maria founded Panorama Mezcal, through which he showcases the cultural heritage of Mexican spirits while fostering community among industry peers with fun and education. This venture aimed to celebrate and uplift is a beacon of authenticity in the realm of mezcal.
“When I started the Panorama Mezcal Instagram page in the summer of 2014, I quickly realized the power of consistency and authenticity. As Instagram’s popularity grew, so did the mezcal niche, presenting an opportunity to unite like-minded individuals in the virtual world.”
Through a blend of educational initiatives, pop ups at top bars with established and up and coming mixologists, and walk around tastings,
Panorama Mezcal is a spirited community that unites agave enthusiasts and Mexican culture aficionados in joyful revelry across the east coast of the United States.
“One of our earliest endeavors was Mezcal Night, a Panorama Mezcal tasting featuring 10 brands for an intimate group of around 40 people. The support and enthusiasm from bartenders and brand ambassadors propelled us to create Bartender Legion, a recurring event series where these talented individuals can truly shine. Today, Mezcal Night has evolved into the Panorama Mezcal Festival, featuring an impressive lineup of 100 brands.”
Jose Maria’s commitment to his craft has garnered recognition and acclaim far and wide. Panorama Mezcal, under his astute leadership, has been featured in esteemed publications such as The Wall Street Journal, Remezcla, and Time Out Magazine, solidifying its status as a leading voice for mezcal promotion and events on the East Coast.
Beyond his remarkable professional achievements, Jose Maria’s journey is one of resilience and inspiration. As a young immigrant faced with myriad obstacles in the fiercely competitive New York City restaurant and bar scene, he surmounted challenges that too many know so well. Overcoming language barriers, cultural differences, and biases, Jose Maria emerged triumphant, carving out a prominent place for himself in the industry. In doing so, he not only uplifted mezcal and Mexican culture but also championed the cause of other immigrants and marginalized communities. His indomitable spirit and dedication have transformed him into more than an isolated success story, as his success is able to inspire countless young immigrants and aspiring entrepreneurs.
Now, with much anticipation, Jose Maria’s Panorama Mezcal is set to unleash its second annual floating agave spirits tasting and party on the La Barca Cantina on Wednesday, June 21st. This unique festival, the first floating mezcal experience in New York City, features over 100 brands and 300 spirits, food and other vendors, and the soul-stirring melodies of live Mariachi music. As guests embark on the two-hour sunset cruise, the mesmerizing New York City skyline serves as a stunning backdrop, amplifying the magic of this one-of-a-kind event.
In a world where tradition contends with modernity, Jose Maria’s indelible mark on the mezcal landscape continues to grow. Through Panorama Mezcal and its captivating events, he has not only woven a tapestry of flavors but also created an inclusive community that cherishes the spirit of Mexico. With his contagious enthusiasm, Jose Maria is truly a force to be reckoned with—a mezcal maverick who is shaping the future while honoring the past.
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