Filming mezcal’s heritage

Filming mezcal’s heritage

In August I had the great pleasure of introducing the premier of Christian Arizmendi and Juan Sueco’s documentary Herencia Mezcalli at the Azucar Lounge in San Francisco. It’s a short, just over thirteen minutes, but nuanced dive into the world of the Cortes family,...

Changes

As we pass into 2020 it’s time for a bit of that annual rite of reflection. You may have noticed that we’ve been changing things around in the Mezcalistas universe. It’s been a process and will continue to be one for some time but here’s where we are and where we’re...

The feminine mezcal – musings on words and marketing

A funny thing about writers block, sometimes the block is because there is a story begging to be written and until that is done, the other pieces have to wait. This is one of those moments. Before heading off to Mexico, a strange yet very powerful indicator of how...
Mezcal myths and marketing

Mezcal myths and marketing

I’m always happy when mezcal gets the limelight treatment. Gone, hopefully, are the days when the trend in major media was to talk about it as “tequila’s smoky cousin” or a labored description of it as something other than the bottle with the worm in it. Sadly mezcal...

Agave on screen goes big time

The story of mezcal is one that deserves its own category of films. It has everything – gorgeous vistas full of saturated color, rich history full of myth and romance and opera-like drama with the incredible stories of the families that have been making mezcal...