FROM BEHIND THE BAR: PRESERVING AGAVE TRADITIONS IN THE MODERN AGE

ASIA PACIFIC, 21 OCTOBER – The future of agave-based spirits lies at the intersection of tradition and innovation. As the industry grows, it’s essential to protect the artisanal practices and heritage that define mezcal and tequila while adapting to the changing world.

Our celebrated brand partners are at the heart of this progression, each dedicated to upholding traditional craftsmanship while embracing innovative approaches. Together, they ensure that the legacy of agave not only endures but also inspires future generations.

A Tradition Rooted in Craft & Heritage

Agave distillation is a centuries-old craft, passed down through generations. Mezcaleros and tequileros have long adhered to time-honoured methods that emphasise the importance of tradition.

Terranova’s portfolio, which includes brands like Tequila ArteNOM, Cimarrón Tequila, and Don Amado, exemplifies this dedication to preserving heritage. Their spirits pay homage to the small, family-run distilleries that have honed their craft over centuries. Tequila ArteNOM celebrates the diversity of terroir and agave’s unique ability to reflect the characteristics of the land. By showcasing different distillers from across Mexico and selecting only one exceptional tequila chosen from each esteemed tequila-producing town, the brand weaves together a story of regional variation, highlighting the distinctiveness each agave spirit carries.

“We understand the importance of storytelling within the bartending community. Bartenders enjoy being privy to the inside story and relaying it to their customers. Offering rich narratives about our tequila’s origins—from diverse towns with unique histories and elevations through our ArteNom line—adds significant value and intrigue. This enables bartenders to engage more deeply with their customers, creating a more memorable drinking experience,” explains Jacob Lustig, Owner of Terranova Spirits LLC.

Similarly, Don Amado, produced by the same family for over five generations, is rooted in deep tradition. The mezcal undergoes a meticulous distillation process in Oaxacan ceramic-and-bamboo pot stills, which imparts a distinctive smoky flavour and herbal bouquet. This process is a tribute to a 16th-century method native to Oaxaca, allowing the spirit to retain its authentic character.

Preserving the Community & Sustaining Environmental Consciousness

Brands that blend traditional craftsmanship with a commitment to future-proofing contribute immensely to the preservation of agave spirits’ cultural significance. Their emphasis on community and environmental stewardship highlights the critical role mezcaleros and the ecosystems they rely on play in keeping these valuable traditions alive.

Working hand in hand with eleven different producers, Alipús goes beyond fair compensation for their mezcal. They provide invaluable guidance for certification and navigate the intricacies of bureaucracy, ensuring that these talented artisans receive the recognition they deserve. Each Alipús represents tradition, family and the artisanal mezcalero knowledge that we see reflect in the processes of production. Driven by a social project, Alipús aims to generate rural economy in Oaxaca by crafting and commercialising artisanal Mezcal.

Arquitecto, Cimarrón, and Fuenteseca are extraordinary agave spirits that reflect the rich legacy of the Fonseca family, which spans five generations of agave farmers and master distillers. The family’s journey began over 140 years ago when their great-grandfathers started cultivating agave, laying the groundwork for this remarkable heritage. Today, Enrique Fonseca serves as the guardian of this legacy, driven by a commitment to uphold his family’s values of quality and sustainability. His mission is to create spirits that not only honour their history but also care for the land and the people who cultivate it. This dedication is evident in the meticulous production practices he employs, prioritising sustainable methods at every step.

Balancing Tradition and Innovation

While preserving tradition is critical, modern production demands call for innovation in the current landscape. The True Believers range, featuring brands like La Travesia, and Los Arcos, embodies this balance. These agave spirits respect traditional methods while embracing modern techniques that enhance quality, consistency, and environmental responsibility.

La Travesia serves as an example of how modern sustainability efforts can seamlessly blend with artisanal techniques. Their 30-hour cooking process, conducted in a specially designed oven made from quarried limestone, exemplifies the intersection of tradition and innovation. The proprietary machine used for honey extraction adds a level of precision that elevates their craftsmanship.

Luke Sanderson, Brand Director of True Believers highlights, “Los Arcos and La Travesía reflect our dedication to agave craftsmanship, combining traditional techniques with modern creativity to create spirits that are perfect to sip, savour, and enjoy in the world’s finest cocktails.”

In a similar vein, Los Siete Misterios is committed to preserving ancestral mezcal production methods by working closely with Maestro Mezcaleros to develop a contemporary approach. Beginning with the highest quality Agave plants, Los Siete Misterios employs artisanal and limited production techniques. Each step of the process, from cooking in underground ovens to traditional milling with wooden mallets or Tahona horses, is a testament to the skill and pride of Oaxacan communities.

“The legends and mysteries of Mexico inspire us to produce the highest quality, traditional mezcal that respects and honors our Mexican heritage,” Founder Julio and Eduardo Mestre shared.

Crafting the Future by Honouring the Past

For agave-based spirits, tradition isn’t just a nod to the past—it’s the very essence of what makes mezcal and tequila stand apart. At Proof & Company, we proudly champion brands that masterfully balance heritage with modernity, ensuring the legacy of agave not only survives but thrives. Each bottle in our portfolio tells a compelling story of craftsmanship, culture, and sustainability, demonstrating our commitment to preserving traditional methods while embracing modern advancements to meet today’s market demands.