We Ask Beatriz Munozcano, US Agaves Brand Director, Pernod Ricard USA about Del Maguey Mezcal

We Ask Beatriz Munozcano, US Agaves Brand Director, Pernod Ricard USA, about pivotal moments that shape the mezcal category today with Del Maguey Mezcal paving the way.

From pioneering Single Village expressions to creating bartender-friendly classics like Vida Clasico, Del Maguey has redefined what it means to honor tradition.

Two key milestones stand out in the history of Del Maguey and in the evolution of the mezcal category. Tell us about them.

The first was in 1995, when Del Maguey became the first to legally import artisanal mezcal into the United States. The initial shipment included just 56 bottles, sourced from the villages of San Baltazar Chichicapam and San Luis del Río. Each bottle was labeled with the name of the village and produced using traditional methods without additives or industrial processes. At a time when mezcal was widely misunderstood and often reduced to stereotypes like the worm in the bottle, Del Maguey introduced a new standard: this was, as some call it, the mezcal renaissance in the U.S., creating a market for top-quality, artisanal mezcal where none had existed. It established the concept of Single Village Mezcal, giving visibility to producers and placing origin and craftsmanship at the center of the story.

The second milestone was the development and launch of Vida Clásico, introduced to meet the needs of the growing bartender and cocktail community. Produced by Paciano Cruz Nolasco in San Luis del Río, Vida was created using the same traditional techniques as Del Maguey’s other mezcals, but with a flavor profile suited for mixing. Vida made authentic mezcal accessible for cocktail programs without compromising quality and quickly became a staple in the craft cocktail movement, helping mezcal gain traction on back bars around the world and positioning Del Maguey as a leader in the category’s expansion.

These two moments, the first legal import of village-specific artisanal mezcal and the creation of a bartender-friendly expression that maintained integrity, defined Del Maguey’s legacy and changed the trajectory of mezcal globally.

How has the perception of mezcal evolved since Del Maguey was founded?

Before Del Maguey, mezcal was misunderstood. Del Maguey introduced something completely different. It brought true artisanal mezcal to the forefront; made with integrity, rooted in place, and connected to families and communities. It changed the conversation. Mezcal became something to respect, something to explore, something worth understanding. Today, it is considered one of the most complex and culturally rich spirits in the world. That shift began the moment Del Maguey showed what mezcal truly is.

How has the brand influenced that shift?

Del Maguey created the foundation for how people talk about and experience mezcal today. It introduced the idea of Single Village, listed the name of the mezcalero, respected the original methods, and refused to industrialize the product. Del Maguey didn’t try to make mezcal easier; it made it clearer. The brand gave the category a structure and a language that others now follow. Its impact is everywhere, from how bottles are labeled to how bartenders explain the spirit. Del Maguey didn’t just participate in mezcal’s growth; it built the road for it.

Del Maguey was one of the first to spotlight single-village mezcals. Why was that so important and how is it still relevant?

Because mezcal is not a uniform spirit. Each mezcal is shaped by its village, its water, its altitude, the agave, the tools, and the people. Del Maguey made that visible. It treated every expression like a snapshot of a place and gave credit to the producers who shaped it. That level of transparency was unheard of at the time, and it is still critical now. As mezcal becomes more global, the relevance of Single Village only grows. It keeps the spirit honest. It reminds the world that this is not a mass product. It is handmade, site-specific, and deeply personal.

What challenges has Del Maguey faced in staying true to traditional production while growing globally?

The biggest challenge is protecting the process while responding to growing demand. Mezcal takes time. It depends on slow methods and natural rhythms. Del Maguey has made growth decisions carefully, always in partnership with the communities. Whether building a new palenque with a long-time mezcalero or expanding agave replanting efforts, the brand has chosen paths that keep tradition intact. That means saying “no” to shortcuts. It means turning down volume when quality or sustainability is at risk. It is not the easiest way to grow, but it is the only way to grow with integrity.

What is the culture of the brand at Del Maguey?

The culture is built on long-standing relationships and mutual respect. From the very beginning, Del Maguey partnered directly with traditional mezcal-producing families in Oaxaca, and those same families remain at the heart of the brand today. Multiple generations are now involved, carrying forward the same methods, values, and deep connection to place.

Even Vida Clásico, Del Maguey’s most widely sold expression globally, continues to be made exactly as it began. It is produced by the Nolasco family in San Luis del Río, using the same palenques, the same terroir, and the same traditional methods. That continuity is rare, especially at scale. There is no blending. No outsourcing. No shortcuts. Because it comes from the same hands and the same land, the mezcal does not need to be standardized. It is consistent because the process and the people have never changed. That is a direct result of the brand’s commitment to partnership and integrity, and it reflects a deeper truth — that sustainability is not just about the environment. It is about relationships, trust, and the long-term protection of culture.

Del Maguey does not treat mezcal as a product to optimize; it sees it as a living tradition to protect. That philosophy shapes every decision, and it is felt in every bottle.

What surprises you most about how bartenders have embraced mezcal?

The depth of commitment. Bartenders have not only made mezcal part of their programs, but they have also taken the time to learn where it comes from. Many have traveled to Oaxaca, walked into palenques, and met the families behind the spirit. They share the story with care and with energy. They have become some of the most important advocates for mezcal globally. What started as curiosity has turned into genuine connection. The level of respect and passion from the bar community has been one of the most powerful forces in mezcal’s rise.

What do you hope people understand about the brand when they sip Del Maguey today?

That this is more than a spirit. It is a story of place and people. Every bottle comes from a real village, from a real producer, from a process passed down through generations. The smoke, the texture, the balance, none of it is manufactured. It comes from time, labor, and intention. Even the more accessible expressions carry that same care. Mezcal is not something to rush or dilute. It is something to respect. Del Maguey wants every sip to remind people of that.

Looking ahead to the next 30 years, what is the vision for the brand?

Del Maguey will continue to lead with purpose. This is the brand that introduced mezcal to the world as an artisanal, village-based spirit made by real people with real history. That foundation remains the core. But looking forward, the opportunity is not just to protect that story, but to expand how people engage with it.

Cocktails are now one of the most important ways people discover mezcal. Drinks like Mezcal Margaritas and Oaxaca Old Fashioneds are introducing a new generation to the category. Del Maguey celebrates that. When done with care and intention, cocktails become a gateway to deeper knowledge, helping people fall in love with the complexity and beauty of mezcal. The key is making sure what goes into the glass still honors where it comes from.

Del Maguey believes that even the most widely poured expressions should reflect real craft. Vida Clásico, for example, is made by the same family, in the same village, using the same methods since it was created. That level of integrity should be the standard. Mezcal can scale, but it must do so with its values intact.

The vision is clear. Grow the category without watering it down. Keep mezcal rooted in its communities. Champion education, transparency, and partnership. And continue to show the world that even in a cocktail, mezcal is not just an ingredient. It is a cultural expression. It is liquid gold.

The post We Ask Beatriz Munozcano, US Agaves Brand Director, Pernod Ricard USA about Del Maguey Mezcal appeared first on Chilled Magazine.