This entrepreneur is rescuing the essence and culture of traditional mezcal while promoting local producers

When we believe of the typical drink of Mexico , tequila comes to intellect, but we often fail to remember its brother distillate: mezcal . The entrepreneur Jesús Sánchez observed that this drink experienced a pretty little regarded cultural and historic richness. For that reason, he undertook the endeavor of rescuing the essence of common mezcal , with a organization dependent on supporting community producers and assisting them grow. Meet up with Rabbit on the Moon , the mezcalería whose mission is to give you its rightful spot in Mexico and in the globe, but above all, in people’s palates.

Omar Authentic Photographer vía Conejo en la Luna

In an job interview with Entrepreneur en Español , Jesús says that “the tequila that we know nowadays is now industrialized and is created to accommodate the model or the manufacturing facility, but it is no more time a standard distillate.”

“With mezcal we however have the prospect to rescue the first producers and preserve them by marketing and advertising their merchandise via Conejo en la Luna,” mentioned Sánchez, a native of San Martín de las Pirámides, one particular of the cities that surround the Archaeological Zone of Teotihuacán. .

“We call it ‘the historical taste’, mainly because the mezcals that we commercialize are to the taste of the original neighborhood where by they come from and where by they are consumed. There are mezcal masters who continue on to make their distillates as they have been produced 100 or 200 yrs back, and they have not modified it, ”explained the businessman, who responses that if any of these households stopped manufacturing their mezcal, that recipe and that selection would be misplaced. without end.

What is Rabbit on the Moon?

It is a idea that integrates extremely perfectly chosen smaller producers , grouped less than the Conejo en la Luna brand, but without having getting rid of their identity, their essence and, most importantly, the recognition of their work and their title.

This materializes in a rustic and cozy mezcalería positioned a number of meters from the pyramids of Teotihuacán , with pre-Hispanic constructions as a framework. Thus, an afternoon of mezcal there becomes an immersive expertise that features checking out the distillery and the maguey garden that houses the establishment.

“Conejo en la Luna was born with the thought of owning a mezcalería in which the customer actually is familiar with mezcal from its roots and learns to distinguish a superior a single. Enable him know that it is not unique to Oaxaca, that yes, it is the principal producer and exponent, but that it is also created in numerous locations of the country and there are many varieties, each individual with exclusive qualities, ”says Jesús.

In addition to a choice of 24 mezcals, built by 14 mezcal masters from 7 states of the nation, its menu features a selection of Mexican dishes and cocktails manufactured exclusively from conventional mezcal. In truth, two of the mezcals presented by Conejo en la Luna have been awarded as the ‘Best Mezcal in Mexico’ .

Picture: Omar Serious Photographer through Conejo en la Luna.

This calendar year, using edge of the reopening immediately after the pandemic, they started keeping functions for tasting and pairing mezcal with nationwide and intercontinental food items.

“In these encounters we include the cultural and social element of mezcal. We carry the producers to communicate about their classic and exceptional course of action to distill mezcal, and also to get associated with people, to notify them what their everyday living is like in just the mezcal society in their communities ” , he explained.

For instance, to rejoice the future Working day of the Useless, they will have a tasting and pairing practical experience with usual Michoacan dishes geared up by regular cooks. “It will be a exhibit with new music, talks, we will have the excellent sawdust rugs, we will fly cantoya balloons and there will be a musicalized pyrotechnics clearly show. It is about celebrating life as they do in Pátzcuaro and Janitzio. It really is a little something I want share with men and women, ” Jesus explained.

When the passion for mezcal and the entrepreneurial spirit are mixed

“I carry my curiosity in mezcal as a client, I found out it about 10 years ago. I was in no way a admirer of tequila, but when I tasted mezcal I noticed that it was something extremely unique and I fell in appreciate, ”he relates with great enthusiasm.

“On a journey to Oaxaca, I recognized that mezcal has enormous opportunity and is only reasonably exploited in the vacationer spot. Why do they do it 50 % when they have the tactics, the lifestyle, the flavors? They have everything to acquire off! ” , retain heading.

From that journey, Jesús returned with an notion: that there should be a location where by you can seriously know mezcals, value all the cultural load they have, their flavors and, earlier mentioned all, that folks discover to get pleasure from it in all its splendor. “And due to the fact I didn’t discover it, I did .”

Jesús Sánchez joined forces with Luis Nogales , director of the Middle for Scientific studies on Maguey and Mezcal . “I informed him my total plan and he laughed at me! But he liked the undertaking and we started to shape it, seeking for mezcal masters in every location to combine them into Conejo en la Luna.”

At the close, he claims “this is all a family small business, we are initially from Teotihuacán”. Of the seven brothers, 5 are concerned in the business: he and a single of his brothers have out the administrative element, one more is a chef and will take care of the menu, one particular sister is the mixologist and the other can take demand of other organizational responsibilities.

“We chose to be upcoming to the pyramids for the reason that it is my land and, also, what superior location to consume traditional mezcal than the place the roots of Mexico are?”, Claims the businessman.

How does Rabbit on the Moon assist local producers?

Jesús states that in each individual region of the place there are area mezcal masters who make their possess models , but do not have the tools or framework to commercialize it on a massive scale. “We group them less than the Conejo en la Luna brand name, but normally providing credit score to the producer, from our menu to the label,” he highlighted.

An accountant by profession, Sánchez states that “for producers to work with us, we present them the most acceptable issue: to spend them the ideal cost . We assist them to set the selling price that their mezcals are genuinely truly worth ”.

The businessman explains that most of the mezcaleros “only took into account the price of the uncooked product and elevated it a small much more, then they were being undercutting it.”

Conejo en la Luna is a loved ones company the place the Sánchez brothers, originally from Teotihuacán, have combined their abilities. Image: Omar Actual Photographer through Conejo en la Luna.

So, Rabbit on the Moon will help them pay back for their mezcals by introducing the uncooked supplies, the work and all the inputs, this kind of as transportation or firewood for the ovens. “ So they can seriously know how considerably it costs them to generate every liter of mezcal. From there we established a fair value, including an average of 40% financial gain for them and that is what we shell out them, ”explained Jesús.

Sánchez affirms that “a properly-created conventional mezcal cannot price much less than 400 pesos for each liter . If they provide it to you less costly it is for the reason that probably it is presently industrialized or the producer is underpaid and loses out ”.

Preserving its traditional essence and not distorting its values, the new obstacle for Rabbit on the Moon

“My target is not to bottle mezcal and promote it wholesale, at any time, for the reason that it would get rid of the essence of what we are building. The importance of mezcal is not only in the consume itself, it is in the custom, the tradition and the hands of those people who make it, ”said Jesús Sánchez.

The cafe homes a boutique where by you can acquire all the kinds of mezcal from Conejo en la Luna . But also, they are betting on ecommerce with their very own on the web keep and giving their mezcals by way of Amazon , and they are about to enter other renowned digital merchants.

Now the obstacle of Rabbit on the Moon is to fulfill the demand from customers . “All the mezcaleros with whom I get the job done are little producers, so there is a limitation in conditions of output capability.”

They also have features from businessmen to carry Rabbit on the Moon to Spain, Germany and Asia , among other people. “Now my problem is to get to this development devoid of distorting the essence of my business enterprise,” claims Jesús before getting a sip of his mezcal manufactured in Morelia, Michoacán with maguey cupreata.

“Mezcal is not a drink, it is a total society,” concluded the passionate entrepreneur.