ASIA PACIFIC, 7 AUGUST – Jacob Lustig, a name synonymous with agave spirits, has dedicated over 30 years to the craft. His journey, filled with passion and perseverance, began in 1994 when his mother moved to Mexico. Immersed in the vibrant culture and the warmth of its people, Jacob found himself captivated by Tequila and Mezcal. He worked his way up from various roles, learning the intricacies of the industry and falling in love with the traditions and craftsmanship that define Mexican spirits.
This passion aligns seamlessly with our Casa de Agave concept, which celebrates the rich heritage and diverse flavours of agave spirits. Casa de Agave’s portfolio is a testament to the commitment to authenticity, quality, and tradition that both Jacob and Proof & Company uphold. We had the honour to sit down with Jacob and discuss his remarkable journey and all things agave.
What excites you about this collaboration with Proof & Company’s Casa de Agave concept, which focuses on exploring flavour, tradition, and craftsmanship?
I recognise the founders’ conviction in selling authentic craft products rather than big brands, which aligns perfectly with my ethos. Casa de Agave presented an opportunity to work with people who are not afraid to do heavy work, sharing the same blood, sweat, and tears approach. It’s a partnership built on mutual respect for hard work and authenticity. I appreciate that Proof & Company focuses on quality and craftsmanship, just like we do. This collaboration excites me because it allows us to bring our authentic, handcrafted spirits to a broader audience who values tradition and quality.
You’ve done many things in your career and renovating a centuries-old Mezcal distillery was no small feat. What were some of the biggest challenges you faced during this project in Santa Catarina Minas?
Renovating the distillery was an incredible challenge, primarily because we had to keep everyone aligned with a common vision. Over 30 years, a lot can happen—births, deaths, marriages, divorces, difficult times, and prosperity. My partners in Mezcal and Tequila and I worked closely with local families, steering a vision towards growth while staying committed to our values and authenticity. It was crucial to keep a cohesive vision with all stakeholders.
In Spanish, there’s a saying “cada cabeza es un mundo”, every head is a whole world, meaning everyone has their own perspective. Aligning so many perspectives into a unified vision was both a challenge and an opportunity. It was fun but a complicated process with many opportunities for growth.
Having a plethora of agave spirits, how do you incorporate insights from the bartending world into the development process of your products?
Incorporating the insights of the bartending world into our tequila production process has proven to be incredibly valuable. Understanding the challenges that bartenders face, such as the need for high-quality yet affordable tequila that isn’t overly sweet, informs our approach. The craft cocktail bartenders who inspire me are those who make the key ingredients shine, using complementary elements to highlight, rather than mask, the spirits.
In my role as a tequila producer, I strive to create a product that truly enhances cocktails, especially margaritas. Using fresh limes is essential for an authentic margarita, and we design our tequila specifically to complement such fresh ingredients. We deliberately avoid overly sweet profiles, opting for a drier, more stringent tequila that balances well with the sweetness of simple syrup and lime juice.
Moreover, we meet bartenders halfway by committing to heritage and authenticity. 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.
What advice would you give to someone looking to break into the craft spirits industry, particularly in the realm of Tequila and Mezcal?
My advice is straightforward: never do things halfway. Start with a deep passion and personal interest—profit should never be your primary motivation. Good process yields good results, so devote yourself to it. Be sincere in your interest in the subject and work hard.
When I was starting out, I lacked experience in sales and connecting with people. A pivotal figure in my early career challenged me by saying, Jake, you need to get 600 customers and then come back to see me. Embracing this challenge, I worked tirelessly and returned with 680 new customers.
That experience was invaluable, teaching me crucial lessons in sales and perseverance. There’s nothing romantic or beautiful about selling at 5 a.m. at gas stations and continuing until late nights at bars, just to get 22 customers in one day. It took a lot of blood, sweat, and tears to achieve this sense of “I can and I will”. Just remember that nothing in life that is worth it or of value will come easy.
Jacob Lustig, Owner of Terranova Spirits LLC
After all these years in the industry, what’s your go-to Tequila or Mezcal, and how do you prefer to enjoy it?
I have a deep appreciation for both Tequila and Mezcal, each offering unique and complex flavors. Mezcal is a celebration of tradition and craftsmanship. It boasts a vast array of flavors derived from different agave species and varying levels of maturity. I take great pleasure in enjoying Mezcal neat, as it allows the rich, diverse flavors to shine through—something that can often be diluted in cocktails. Mezcal’s unique expression is truly worth appreciating on its own.
Similarly, when it comes to Tequila, I prefer to drink it straight, allowing me to fully savor its nuanced taste. It’s crucial to be familiar with your producers and ensure a transparent and ethical supply chain that respects both the craft and the consumer.
ABOUT TERRANOVA
Terranova Spirits is a distilled spirits purveyor, offering a portfolio of highly-regarded world-class spirits to importers and distributors around the world. Founded by businesspeople, the brand recognizes the importance of price points and availability. That said, they have devoted much of their lives to creating and championing the best of agave spirits, so they have been truly pleased to have had opportunities to talk shop with so many interested professionals in a series of traveling “Agave Town Halls.”
The brands comprising the Terranova Spirits portfolio are owned by the partners themselves, ensuring quality, authenticity, and reliability. All tequilas sold by Terranova Spirits are produced by grower-distillers who use traditional methods. Some, such as highly popular Tequila Cimarrón, excel as mixers; others, such as Tequila ArteNOM and Tequila Fuenteseca Cosecha, deserve to be savored by the sip; but all are truly, unmistakably premium agave spirits.
For more information, please visit Terranova Spirits.