In the heart of Oaxaca, Mexico, lies the small town of Santiago Matatlán, a prominent region renowned for its mezcal production. Here, the Santiago family has been cultivating agave for generations, passing down invaluable knowledge about mezcal crafting. Isabel Santiago, the first women in her lineage to distill mezcal, stands as a trailblazer in this male-dominated field. With a background in engineering, Isabel has effectively merged her technical expertise with her heritage. “My father shattered the barriers of machismo and encouraged me every step of the way,” she shares, emphasizing the support that emboldened her to embrace an ancient craft traditionally reserved for men.
As Isabel learned the complexities of mezcal production, she transformed the burdens of her gender into strengths, gaining resilience and confidence. However, her journey has not been devoid of challenges. “Becoming a maestra mezcalera has demanded immense dedication and perseverance,” she admits, a true testament to both her personal commitment and the cultural significance of her work.
Meanwhile, across the border in the United States, Diego de la Vega found himself craving the flavors of his Mexican roots while studying at the University of Southern California. Dissatisfied with the lack of authentic mezcal in Los Angeles, Diego resolved to bridge the gap between his heritage and his new life. After extensive explorations into what constituted quality mezcal, he eventually crossed paths with Isabel and the Santiago family. Captivated by their craftsmanship, Diego recognized an opportunity to encapsulate the essence of Oaxaca and share it with a broader audience.
He rallied a diverse group of Mexican nationals and first-generation Americans who, like him, were seeking to celebrate their roots. This collective passion gave birth to the mezcal brand ZOMOZ, which took shape as an homage to both their cultural heritage and the art of mezcal itself. Inspired by the Spanish word ‘somos’ meaning “we are,” the brand symbolizes unity and a shared identity.
Unlike many contemporary brands diluted by mass production and American ownership, ZOMOZ prides itself on its authenticity. Diego emphasizes the brand’s roots, stating, “We are a Mexican owned and made company. ZOMOZ isn’t just another white label on the shelf. It evokes memories of family gatherings, love, and our collective experiences.” Using organic agave espadin, their production process is deeply traditional, from the harvesting of agave aged at least seven years to its slow roasting in conical pits.
Isabel’s meticulous methods yield a spirit that is both smooth and carries the essence of the agave itself, an impressive feat of craft that speaks to their commitment to quality. “ZOMOZ’s flavor profile is designed to be approachable, acting as an ideal introduction to mezcal for newcomers,” she explains. This conscious crafting attempts not only to change consumer perceptions but to elevate mezcal to the status it deserves, moving beyond its niche status to represent Mexican identity in contemporary culture.
Deliberately choosing to eschew celebrity endorsements, Diego and Isabel instead repose their trust in the spirit of their culture itself. “Our culture is our celebrity,” Diego asserts. In a market saturated with flashy marketing campaigns, ZOMOZ stands out for its grassroots approach that taps into genuine connections between the product, its makers, and the consumers.
The collaborative nature of the ZOMOZ team, which includes Marlene Avitia, Eloy Cantu, and Mike Fonseca, illustrates a broader revival of Mexican artistry. They perceive their mission as part of a Mexican Renaissance, celebrating the beauty of their traditions in a world that increasingly recognizes the value of authenticity. “While Mexican culture is currently in vogue, we aim to provide a genuine and deeply rooted experience,” Diego states.
ZOMOZ has not only established itself in the competitive spirits market but has garnered accolades including Double Gold from prestigious competitions. Their success is not simply numerical; it represents a cultural footprint that emphasizes craftsmanship, heritage, and community.
As they look ahead, Isabel and Diego preserve their vision of sharing mezcal’s rich tradition. They envision ZOMOZ not only as a brand but as a cultural ambassador, inviting everyone to partake in the beauty of Mexican heritage through the lens of a carefully crafted spirit. With each bottle, they aim to tell a story that elicits connections between people, transcending borders and celebrating what it truly means to be part of the mezcal world—the essence of family, work, and vibrant tradition.