It started with a bottle shared between friends, somewhere between sunset and good conversation. One sip turned into a story about Jeronimo, the steep hills of Oaxaca, and agaves that take a decade to ripen. About choosing the long road, where quality and fairness matter more than shortcuts and margins.

Pinchudo was born from that feeling: wanting to share something real. A mezcal made with respect for the land, for the people who make it, and for the moments we drink it in. Together we want to bring a piece of that world to Europe. To the evenings that matter most: where we relax, laugh, let go, and enjoy good company, good food, and good music, simple moments that stay with you.

Before any plant is harvested, the process begins in the hills of Unión Zapata. Jeronimo cultivates his agaves on sloped terrain—tougher conditions that slow down growth and concentrate flavor. Instead of harvesting at 5 to 7 years, Jeronimo lets his espadín mature for 10 years, resulting in a richer, fuller flavor. Each agave plant is carefully hand-selected in Unión Zapata, Oaxaca, at peak maturity, ensuring only the ripest and most flavorful are harvested. Once selected, the sharp leaves of the agave are cut away, leaving only the dense, sugar-rich heart of the plant: the piña, named for its resemblance to a pineapple. The piñas are slow-roasted for several days in traditional underground ovens lined with volcanic rock, buried under layers of hot stones, earth, and natural insulation. This process gently breaks down the fibers and makes the agave’s sugars available for fermentation, developing the rich, smoky depth that defines artesanal mezcal.

Once cooked, the agaves are crushed under a traditional tahona, a massive stone wheel that crushes the softened fibers, creating a pulp that contains both the juice and plant matter used for fermentation. Fermentation happens naturally, guided by natural yeasts that shape the unique character of each batch. The pace of fermentation depends heavily on the environment. Temperature, humidity, and weather shifts all influence how long the process takes, making each batch different from the last. Maestro mezcaleros like Jeronimo listen closely to the subtle bubbling sounds of the fermenting agave to know when it’s ready, relying on intuition honed over generations.

Finally, the liquid is double-distilled in small copper stills, where the maestro mezcalero use their expertise to refine the spirit while maintaining its soul. Every step is done by hand, from harvest to bottling, honoring the knowledge passed down through generations and the deep cultural roots that make mezcal more than just a drink.

Jeronimo, our maestro mezcalero, is a third-generation mezcalero, bringing generations of experience and a deep connection to the craft. For him, mezcal is more than a spirit. It’s a way of life. His friendship with David, one of the founders of Pinchudo, began years ago and deepened as they started working together. Through long days at the palenque, sharing meals, mezcal, laughter, and planning for the future, they built a partnership rooted in mutual respect and a shared vision. This bond is the foundation of Pinchudo. They work as a team, growing and learning together, always respecting the heritage and tradition that make mezcal so special.

We believe that great mezcal deserves fair compensation for those who create it. That’s why we follow a fair-share principle, reinvesting directly into the producers and their specific needs. For Jeronimo, this meant supporting his vision for greater autonomy in bottling and labeling, so we helped fund machinery for a bottle and label facility. This allowed him to grow his business horizontally, offering bottling and labeling as additional services alongside mezcal production. In doing so, more work opportunities became available within his local community, as the added tasks brought new roles and responsibilities into the palenque.

Our goal is to continue these investments. Not to lead, but to grow alongside the people who make mezcal possible. Jeronimo’s expertise and independence are the foundation; our role is to support and strengthen what already exists. By investing in the palenque, we help expand capacity, create meaningful work, and build a future that benefits everyone involved.

Mezcal is more than just a spirit. It’s a cultural tradition, deeply rooted in the history and identity of Oaxaca. For generations, families have passed down the craft, honoring the land and the patience it takes to produce something truly special. We recognize the significance of this drink and the responsibility that comes with sharing it beyond its homeland. It’s an honor for us to work with such a meaningful product, and we are truly appreciative of the people who make it possible. Every bottle of Pinchudo carries the legacy of mezcaleros like Jeronimo and the communities that have nurtured this tradition for centuries.

Pinchudo, inspired by the agave’s rugged elegance, derives from “pincho” meaning “spike.” You’ll find this reflected in the spiky details of our branding, from the spikes on the P logo to the spiky accents on the word “mezcal” on the front of the bottle. Our bottle itself is a bold statement: an oval-shaped design inspired by a classic flask, with a heavy feel. The matte coating, in the natural greenish-grey shade of the agave plant, is contrasted with bright red lettering, creating a modern yet timeless aesthetic. Topping it all off with a solid oak wooden cap, engraved with our signature spiky P. Every element of our design embodies the strength, character, and heritage of mezcal.