Fresh off winning Mezcal of the Year and Spirit of the Year Mexico at the 2025 USA Spirits Ratings, Mezcal 33 at its core is guided by three questions: What do we do? How do we do it? And why do we do it? The answers form the DNA of the company. What  they do is mezcal. How they do it is artisanal, with uncompromising attention to quality espadín agave and what the team calls the “little big details”—focusing on the nitty gritty to ensure the final spirit is nothing short of a  premium experience. But the most important question is why. The answer is simple yet profound: to share Mexico, its traditions, and the spirit of gathering around the table.

The values of creativity, inspiration, and positivity drive the team and shape the brand’s story. That philosophy is expressed in their name, their slogan “Find your 33,” and in the energy they bring to every bottle. To dive deeper into philosophy, we spoke with Raul Gonzalez, CEO of Mezcal 33, exploring everything from new initiatives to expansion strategies the brand is undertaking.

Edited excerpts from the interview.

Q: To begin, could you give us a brief overview of Mezcal 33?

I’ve been in the wine and spirits industry for over 10 years. Before Mezcal 33, I worked at Casa Madero—the oldest winery in the Americas, located in Mexico. It’s over 425 years old, and also among the ten oldest wineries in the world. Because of that background, I was invited to become CEO and partner in what is now Mezcal 33. Officially, the company is registered as Casa Mezcal Oaxaca—that’s more of the administrative name—but the brand and story we share with the world is Mezcal 33.

I studied law, but my real passion has always been in sales and storytelling—promoting products, connecting with people, and sharing the culture behind them. That’s what ultimately brought me here and into the world of mezcal.

Q: And what makes Mezcal 33 so unique—what convinced you it was worth entering into international competitions?

Mezcal 33 is inspired by the number 33, which is considered a master number. It carries spiritual and symbolic meanings—creativity, inspiration, and positivity. That’s why our slogan is “Find your 33.” For us, it’s about  encouraging people to discover their own spark—whether that’s creativity, inspiration, or simply a positive outlook. Another reason we chose 33 is because mathematics is the universal language. Whether you’re in the U.S., Mexico, or France, it’s easy to say and recognize. And of course, the packaging as well. Inspired by the works of Franklin Lloyd Wright, and the Mayan revival architecture, we wanted the design to stand out on the shelf.

As for competitions, it’s essential to get objective feedback on your product. Such competitions give you expert evaluation and international recognition. And recognition reassures buyers. It’s these medals and titles that act like a guidepost, helping customers feel confident about paying for a premium product like Mezcal 33, while reinforcing the hard work behind the brand.

Q: Let’s talk about production. You mentioned that Mezcal 33 is made in an artisanal way—what’s your checklist for ensuring superior quality?

To legally call it mezcal, we have to follow strict regulations under NOM-070, which sets the standards for production. But within those rules, premium quality comes down to the little details. For us, it all begins in the field. We work closely with families who grow excellent espadín agave, and we measure the sugar levels—the “BRIX”—to ensure the plants are mature and balanced. To get good quality espadin, you really have to stress the plant. You have to let it endure heat, cold, and drought to develop more character and resilience.

Once harvested, we carefully cut away the heads and tails, leaving only the heart of the plant. This concentrates the flavors and aromas. From there, we cook the agave in underground stone ovens for four to six days. But we’re careful not to overcook, because we don’t want the smoke to overpower the spirit.

Fermentation happens naturally, using the native yeasts from the environment. And finally, we distill twice, paying close attention at every step. At the end of the day, it comes down to what I call the “little big details.” They may seem small—like waiting the right number of years, cutting precisely, or removing an overcooked piece of agave—but together, those decisions have a major impact on the quality of the mezcal.

Q: You’ve just won Mezcal of the Year and Spirit of the Year Mexico. In terms of growth, where can U.S. consumers currently find Mezcal 33?

We first launched in Southern California—Los Angeles, Orange County, and down to San Diego. Today, Mezcal 33 is available in around 30 off-premise locations. That includes major retailers like Total Wine as well as iconic specialty stores like Pink Dot in West Hollywood, known for hosting celebrity brand launches, High Times and HiLo , which carries a curated selection of premium spirits.

On the on-premise side, we’re featured in Beverly Hills, where you can find us at The Grill on the Alley, a classic steakhouse with a celebrity following, and at Crustacean and Porta Via. In West Hollywood, we’re on the menu at Hotel Ziggy and The Edition, while in Santa Monica we’re at The Georgian, a historic art deco property. In Anaheim at Paseo in Downtown Disney, where Michelin-starred chef Carlos Gaytán is behind the concept.Further south, in San Diego, Mezcal 33 is served at Urbana, The Fishery coming soon as well as others prime locations.

For us, this stage has been about building proof of concept—showing that both retailers and restaurants embrace Mezcal 33. With that foundation in place, we’re now preparing to scale by partnering with a distributor to expand beyond California and reach a wider U.S. audience.

Q: And what about international expansion? Are you looking into new markets beyond Mexico and the U.S.?

Absolutely. Expanding internationally is very much part of our plan, though of course it requires significant investment. Our next step is North America. There’s strong interest in Canada, both east and west, and we’ve already begun the approval process with their government-controlled import system. We also have serious interest from two major distributors in Asia. Singapore would be our entry point there, with opportunities to grow into markets like Australia, Cambodia, and Thailand. Europe is also on the horizon, though requirements such as one-litre bottles mean we’ll need to adjust packaging for those markets.

That said, our priority has been to build a solid foundation first in Mexico and the U.S.—the two places where mezcal culture is strongest. In Mexico, we’re already in 120+ off premise stores and 150+ restaurants, including Michelin-starred venues like Pangea and Koli in Monterrey, the Four Seasons, and large groups operating dozens of restaurants. And in the U.S., as I mentioned, we’ve established ourselves in respected restaurants, hotels, and specialty stores across California.

Q: Tequila is often seen as the more popular agave spirit. How do you approach educating customers about mezcal, and what trends are you noticing?

Tequila’s popularity, especially in the U.S., comes largely from cocktails. Mezcal, however, is carving out its own space. About ten years ago, people began exploring sipping tequilas, and now the same is happening with mezcal.

When we educate people, the first step is helping them fall in love with the category. We explain that maguey—the agave plant—has been around for millions of years and has been part of what we now call México for at least 10,000 years—not only for spirits, but also for medicine, clothing, and even construction. Jose de Acosta once called it the “Tree of Wonders” because it offers so many uses, and Carlos Linnaeus referred to the maguey with the generic name Agave derived from the Greek word meaning “admirable” or “noble”. That story immediately makes people curious.

Of course, as purists we love sipping mezcal in the right glass, where you can fully appreciate its aromas and complexity. But we also encourage people to enjoy it however they like—whether in traditional jícaras, with fruit, or even in cocktails. And cocktails are another huge opportunity. Mezcal works wonderfully in classics like an Old Fashioned, Negroni, Margarita, or Piña Colada, because our expressions are balanced rather than overly smoky. Once people understand, they realize mezcal isn’t just another agave spirit—it’s a category with its own depth, history, and magic.

Q: Your mezcal is already highly celebrated. Do you have any new product launches planned for the near future?

Yes—we’ve always had our sights set on creating an Añejo. Right now, we offer a Joven and a Reposado, but we’d like to add an expression that’s aged even longer, most likely using Espadín agave. We love Espadín because of its consistent quality, but also because it’s sustainable.

Our approach to aging is also very intentional. With our Reposado, for example, we use both French and American oak barrels, but we’re careful that the wood never  overpowers the agave. The agave should always be at the heart of the experience. With the Añejo, that same philosophy will apply—aging it longer for deeper notes, while keeping the agave character vibrant. So yes, the next step in our pipeline will almost certainly be an Añejo—completing the classic trio of Joven, Reposado, and Añejo.

Q: What’s your favorite food pairing with mezcal?

That’s a tough one—it really depends on the moment. But if I had to choose, I’d say chocolate pairings always excite me the most. We often use different chocolates during tastings and training. But mezcal isn’t limited to sweets. One of my personal favorites is pairing is Joven with fresh Japanese cuisine—nigiri, sashimi, even sushi with a touch of wasabi or ginger. The fresh, acidic, umami notes in those dishes combine beautifully with mezcal, and the experience is always a pleasant surprise, even for people at neighboring tables who see it happening. So if I had to give one answer: mezcal pairs wonderfully with chocolate, but it can be just as exciting with sushi. At the end of the day, the best pairing depends on the food, the moment, and your own creativity.

Q: And finally, do you have a message you’d like US buyers or distributors to know about Mezcal 33?

I’d like to extend an invitation to all of them to give mezcal a try, and experience it the right way. Sip it slowly, ideally in the proper glass, so you can truly appreciate the aromatic, magical notes. Pair it with chocolate, with food—we share many pairing ideas and cocktail recipes on our Instagram page. Try a Negroni, a Margarita, or even a Piña Colada with mezcal—you’ll be surprised by how well it works.

But beyond the flavors, mezcal carries something deeper. It represents passion, tradition, and the hard work of Oaxacan families who depend on this craft. Every bottle supports their livelihoods. I’ve seen firsthand how their lives improve year after year—new rooms added to a home, new opportunities for their children. That’s the human side of mezcal.

And of course, mezcal is part of Mexico’s world-renowned gastronomy, recognized as a UNESCO cultural heritage. So my message is simple: embrace this spirit, sip it, mix it, enjoy it—but most importantly, support the people and traditions behind it.