The full process of how tequila and mezcal ends up in the hands of patrons is a fascinating journey. One that starts from the planting and growth of the agave. Then there is the logistic and transportation side that’s integral for getting new brands into new countries and markets.

Michelle Mendoza, founder of Agave International, has plenty of logistics experience when it comes to agave spirits. Mendoza spoke to The Agaveist about her journey with tequila and mezcal, the brands she looks after, the mechanics of getting the spirits into the market and more.

Let’s start off with your background. What made you get into agave spirits in the first place, and how did it lead you to do what you currently do?

I’m from Guadalajara, Jalisco, which is the main state where tequila is produced. I studied International Business, so I always knew I wanted to do business internationally, particularly in export and import.

After graduating from ITESO University, which is a really great university in Guadalajara, I decided to work for a company called Alvatrans. It’s a logistics company that mainly exports spirits, particularly tequila and mezcal. Around 80% of what we were exporting was tequila and mezcal, so I had the opportunity to work with both major brands and smaller producers.

After a few years, and after travelling extensively around the world, I realised that the tequila and mezcal available in many other countries was often not the best quality. There was still so much to share when it came to truly good agave spirits. That made me connect the dots between my professional experience, my work in exports, and the fact that I had been living abroad.

I completed a master’s degree in Vienna over two years, and during that time I realised I wanted to represent tequila and mezcal distilleries internationally by helping them find the right connections to enter new markets.

When I returned to Guadalajara from Vienna, I spent time visiting many distilleries and building stronger relationships with the people behind them. I wanted to understand what really makes a good tequila, and equally what makes a good mezcal. From there, I created a portfolio of spirits that I genuinely believe are worth representing abroad and began looking for opportunities through trade shows and digital marketing efforts to connect with importers and distributors around the world.

I believe you focus on a B2B audience. So let’s assume I’m in B2B and I either want to import tequila or mezcal, or I want to learn how to bring it over from Mexico. How would that process work from your side if I’m in the position of saying, “Can we bring it over to the UK,” for example? 

It is very much B2B, and there are a lot of regulations and processes involved in exporting alcohol from Mexico. In general, Mexico can be considered a bureaucratic country when it comes to the paperwork and all the procedures that have to be completed properly. That’s really where I come in.

My role is to connect importers with quality spirits while also making sure the products are delivered directly to the company or distributor without them having to worry about the complexities involved. They simply have to evaluate the available options and decide which brand is the best fit for their market.

From there, we take care of the rest. The entire logistics process becomes my responsibility so that, for example, a company in the UK doesn’t have to concern itself with all the exporting procedures.

The process usually begins by sending samples of the tequilas or mezcals they’re interested in. Obviously, there are different market segments, including entry-level, mid-range, premium and super-premium products. Depending on what the distributor is looking for and the niche they serve, we identify which brand is the right fit for them to represent.

It’s also important to consider exclusivity. In most cases, although not always, we offer exclusivity within a specific territory. If a brand is already represented in that country, then there’s no reason to work with that particular brand because someone else is already developing it there.

The goal is to introduce a brand that is new to the territory so that all the work involved in promoting and building that brand is protected. The distributor becomes the exclusive representative for an agreed period of time, which means the relationship has to be built on clear communication and trust. They become the official representative of that specific brand within that particular market.

That makes a lot of sense. I know there must be a lot of complexities around the logistics and the regulations, so it’s good to get a general overview there.

What struck me was when you mentioned your own qualification of what makes a good mezcal or tequila. Everybody has their own definition, so how do you define that? 

I would say the most important thing is what a producer does in terms of sustainability and the health aspect of the product.

Some of the brands I work with have decided to obtain recognised certifications that verify they are additive-free. Others have worked towards becoming certified organic. It also depends on what the distributor is looking for, but if someone is interested in genuinely high-quality products, I would always recommend something that is additive-free or even organic.

I also like to see producers who can demonstrate the sustainable practices they have in place within the distillery. It’s not enough simply to say, “We do this,” or, “We do that.” I like to see real evidence through certifications and documented practices that show how they protect the environment, how they manage their waste products and what they’re doing to reduce their impact.

For me, it has to have meaning. It’s not only about making money, but about sharing something that has genuine quality, alongside a rich tradition and history. When it comes to defining what is good or bad, though, taste is ultimately very personal. It really comes down to individual perspective.

I hosted a tasting for twenty-five people recently. Everyone really enjoyed the experience, and at the end I asked them to write down which of the five tequilas and mezcals they had tasted was their favourite. The answers were varied. That showed me there isn’t one single product that everyone agrees is the best. Taste is subjective. What you can objectively evaluate are the certifications, the production methods and the quality standards behind the spirit itself.

Let’s talk about some of the brands you represent. What are some of your favourites?

At the moment I’m mainly focusing on three brands.

The first is Tequila Cascahuin. This is an artisanal tequila produced in El Arenal, Jalisco. They have received numerous awards and a great deal of recognition within both the Mexican and American markets, and they’re also beginning to establish themselves across Europe.

Another tequila brand that has become one of my main focuses is Agavales. We work closely together on drink activations and promotional activities. It’s a 100% agave tequila designed for the volume market. It still delivers excellent quality while remaining at a price point that distributors are genuinely looking for.

One of its advantages is that it is available in one-litre bottles. That also helps reduce logistical costs, making the overall cost per litre much more affordable for distributors and ultimately for consumers.

The third is a mezcal called Mezcolobo. It is produced in San Juan Guelavía, a small town in Oaxaca. The owner is doing an incredible job, not only with the quality of the mezcal itself, but also with the work he does within the local community and the people he supports there.

At the moment we are already active in the Italian market, and we’re currently working on expanding into Portugal and Germany. Those are the next markets we’re developing.

I’ll definitely have to check those out myself when they reach the UK market.

Another trend I’m seeing at the moment is the rise of what people are calling New World agave spirits. You’ve got people growing agave in places like Italy and India, for example, and I wondered what your thoughts are on that. I imagine it’s something we’re going to see more of over the next few years.

Do you think it’s a positive development? Is there anything people need to be aware of in terms of supporting Mexico’s heritage and doing things the right way, or do you see it as something entirely different?

That’s a really interesting question. On one hand, I’ve often found myself frustrated by the regulatory councils that oversee tequila and mezcal. For tequila it’s the CRT, and for mezcal it’s the CRM. One of my biggest frustrations is how difficult and time-consuming it can be to complete everything that’s required. The administrative process can be very slow.

On the other hand, I’m genuinely grateful that these organisations exist because they’re the reason tequila and mezcal are protected. They provide the organisation and oversight that ensures authentic tequila and mezcal can only be produced in Mexico.

So, if someone grows agave in India and decides to label the spirit as tequila, the CRT has the responsibility to step in. They can investigate, impose penalties where necessary and protect the denomination of origin. That legal protection is important because it preserves the identity of tequila as a Mexican product.

I think consumers also have an important role to play. They should take a moment to read the label. Authentic tequila should always state that it was produced in Mexico.

Another distinction consumers should understand is the difference between 100% agave tequila and mixto tequila, which contains added sugars. I would always encourage people to look for the words “100% agave” on the label so they know they’re buying a product made entirely from agave and produced in Mexico.

For me, that’s one of the simplest ways consumers can make informed decisions while supporting the authenticity and heritage of Mexican agave spirits.

I find people often fall on either side of the fence when it comes to regulations. Some say the regulations are essential, while others feel they can be quite restrictive, particularly from a mezcal perspective where they cover such a broad range of production methods, including artisanal and ancestral mezcal.

Do you think it’s more nuanced than simply saying the regulations are good or bad?

In terms of mezcal specifically, I would say they’re mostly a good thing. Overall, I believe it’s positive that the industry is regulated, and I also think the way the regulations are structured is generally good. My concern isn’t really with the regulations themselves. It’s more about how efficiently the system operates.

If the system were more technologically advanced or simply more developed, we wouldn’t have to wait so many months for certain approvals and documentation that are required for exporting. I’ve had several shipments where the estimated departure time was around two months, and they eventually ended up leaving after eight months instead.

During all of that time, money is tied up, valuable time is lost, and customers understandably become frustrated because of the delays. So I still believe the regulations themselves are beneficial. My frustration lies with the bureaucratic side of the process. I wish it could simply function more efficiently. But that’s something that’s largely in the hands of the government. It’s not something we as exporters can really change.

The best approach is to adapt to the way the system works and be completely transparent with customers from the beginning, explaining how the process works and making sure expectations are realistic.

You’ve been travelling a lot to places like Portugal and Italy. When you’ve visited different European countries, has anything particularly surprised you about the current level of understanding people have about agave spirits?

Have you learned anything from the feedback you’ve received in those markets?

I would say one of the biggest things I’ve learned is that every country has its own traditions and its own favourite spirits. It’s interesting to see just how deeply rooted those traditions are.

I’ve learned a great deal from other countries about the different spirits people drink in their everyday lives, and that’s one of the reasons I find this industry so exciting.

It’s not about saying that agave spirits are everything. There are so many fascinating spirits around the world that are equally interesting, each with its own history and cultural significance.

Having said that, I do think agave spirits are among the richest in terms of tradition, history and emotion. Perhaps that’s also because I’m from Mexico, so naturally I have a personal connection to them.

That’s why I think it’s important that more people learn about them. When you look at the production process alone, it’s extraordinary. A tequila agave takes around eight years to mature before it can even be harvested.

With mezcal, there are wild agaves such as Tobalá or Jabalí that can take fifteen or even eighteen years to reach maturity before they’re harvested and transformed into a spirit.

I think that’s something people often don’t realise. This isn’t a product that’s created in a year. It’s the result of many years of work, patience, knowledge and care. 

That longevity and patience in the making of agave spirits is one of my favourite parts of the industry. Part of my own background is a strong interest in Japanese drinks, and what really drew me towards Mexican spirits was seeing the similarities between the two cultures. 

The level of care producers take with the land, the artisanal production methods and the respect for tradition all feel similar. Those cross-cultural connections seem like a really compelling storytelling thread.

Looking at some of the other trends in the industry, we’re seeing things like sparkling tequila and even non-alcoholic agave spirits appearing on the market. What are your thoughts on those particular trends?

I think, generally speaking, we all know that alcohol, when consumed in excess, is never going to be good for your health.

A fun fact, though, is that if you ask ChatGPT which spirit is considered the healthiest, it will probably tell you tequila or whisky. Even so, alcohol is still alcohol, and no alcoholic drink is ever going to be the healthiest option.

I think life is about balance. From my perspective, enjoying a tequila can also be part of a balanced lifestyle because it’s about enjoying the moment, spending time with people, relaxing and creating experiences.

Sometimes I feel this new trend towards completely avoiding alcohol can become a little too influenced by social media. It can become very focused on projecting the idea of being perfectly healthy all the time.

Of course, everyone is free to make their own choices, and I completely respect that. But personally, I believe balance is really the healthiest way to approach life. I know these trends have had an impact across the wider drinks industry, including wine and other spirits.

Fortunately, tequila continues to be a fashionable category and we’re not seeing the same level of impact within agave spirits that some other categories are experiencing.

What excites you most about the tequila and mezcal industry over the next few years? Whether it’s new products, new trends or simply the way people are learning about agave spirits, what are you most looking forward to?

What excites me most is that there are always new ways to innovate.

The market is constantly changing, and producers are always listening to what consumers are looking for and then creating new products based on those needs.

It could be developing a new five-litre presentation that still meets all the legal requirements to be called tequila. It could be experimenting with different flavour combinations, such as tequila with coffee or other ingredients. There are always new ideas emerging.

What I really enjoy is that there are so many possibilities. Whether a producer is exporting tequila in bulk using large tanks or building an entirely new premium brand that is trying to establish itself in an international market, there is always something new happening.

That’s what makes this industry so exciting to me. There are always new markets to explore, new products to develop and new ideas to bring to life.

I would also love to see more small artisanal producers from different parts of the world becoming connected with international markets. There are incredible products being made in small communities that deserve to be discovered by more people.

One of the most exciting parts of my work is helping create those connections between producers, distributors and markets around the world. There’s a whole world of opportunity still ahead for agave spirits, and I think we’re only just beginning to see what the future of the category can become.