Friday, June 28, 2019


By José Alberto Hermosillo
Vive Mezcal, Oaxaca 2019 Yola 1971. Proud exhibitor
Oaxaca celebrates “Vive Mezcal” in September 2019. The organizers from the State of Oaxaca were promoting in Los Angeles, the largest Mezcal Summit in their city.

Oaxaca's paradisiac beaches became famous in 2001 with the Oscar-nominated film “Y tu mamá también” by Alfonso Cuarón. In the story, a trio played by Diego Luna, Gael García Bernal, and Maribel Verdú drank mezcal, ate the worm that comes inside the bottle, and had sex afterward. 

As we saw in the film, Oaxaca is recognized for its friendly people, millenarian culture, exquisite cuisine, and of course its famous mezcal.
Oaxaca Authorities Promoting in Los Angeles Vive Mezcal. Photo José A. Hermosillo
According to the representatives of the Southerner State, the best face of Oaxaca is its gastronomy. That includes the mezcal. As tequila is for Jalisco, mezcal is for Oaxaca. The name of the distilled alcoholic beverage “mezcal” means “oven-cooked agave” in Nahuatl.
Secretary of Tourism Juan Carlos Rivera Castellanos, promoting Vive Mezcal. Photo: José A. Hermosillo
The Secretary of Economy Juan Pablo Guzmán and the Secretary of Tourism Juan Carlos Rivera organized this promotional business meeting in Los Angeles to incentivize people to travel to their fascinating land for an unforgettable experience. 

The event brought together investors, restaurant owners, importers, and local press.
Quezadilla at La Guelaguetza Restaurant. Photo: José A. Hermosillo
The guests savored the delicious varieties of mezcal and the exquisite food of the iconic Guelaguetza Restaurant. 

The LA eatery became famous for being part of the 2015 documentary “City of Gold.” The film cronicles the experiences of the food critic, culinary geographer, and Pulitzer Prize winner Jonathan Gold, who visited the restaurant regularly when he was alive.
Tostaditas de chileajo, Guelaguetza Restaurant. Photo Jose A. Hermosillo
This restaurant is located near Downtown of Los Angeles, and it was the perfect setting to taste such a delightful food and remarkable mezcal.
Guelaguetza Restaurant hosting Vive Mezcal Press Conference. Photo José A. Hermosillo
Men and women work together in the preparation of this drinkable artisanal liquor that many consider aphrodisiac. 

Generations transmit the making of this stimulating beverage until it became premium. The agave takes 30 years to mature, and it needs 25 kilos to make one liter of mezcal.

Mezcal Ilegal, a product of Oaxaca. Vive Mezcal. Photo José A, Hermosillo
The mezcal has three different manufacturers: industrial, artisanal, and ancestral. The mezcal is made from many varieties of agave; as wine has different types of grapes. 

In the distillation process, the mezcal acquires personality, heart, flavor, aroma, and identity.
Convite mezcal, 30 years, and 15 years. Vive Mezcal, Los Angeles. Photo: José A. Hermosillo
The denomination of origin is acquired by the quality of the agave mezcal and the aging process, which it takes 8, 15, and 30 years.

The acceptance of the mezcal in the world is growing at a fast pace. The production of mezcal has increased to four million liters a year. Forty percent of the manufactured product is exporting to the States, Europe, and Asia.
Gilberto Márquez. Mezcal Ilegal supports Vive Mezcal. Photo: José A. Hermosillo
92.3% of the Mezcal is produced in the State of Oaxaca. The brands we tested here were “Mezcal Ilegal,” “Yola 1971,” and “Convite,” all of them were delicious.
Critic José A. Hermosillo. Gilberto Márquez promoviendo Vive Mezcal
The Mezcal Expo “Vive Mezcal” is taking place in the city of Oaxaca in a 247,549 square feet facility in September. Over three intense days, the city is expected to receive 12,000 visitors who are going to learn more about the 700 brands of mezcal by 150 producers, and 40 expositors.

The Expo will host more than 1,500 business meetings; workshops, conferences, and cultural activities. 

The Mexican Mezcal makers of Oaxaca already broke a few Guinness Records and are ready to continue that tradition. The mezcal industry generates $524,000 US dollars in revenue annually.
Garra de Tigre, a sweet and spicy margarita made with mezcal. At Guelaguetza Restaurant. Photo José A. Hermosillo
The Expo also includes “Oaxaca Flavors” which offers the culinary creations of 70 local and international talented chefs. As a friendly reminder, Mexican Cuisine was declared Intangible Cultural Heritage by the UNESCO in 2010.

Oaxaca has been the setting of essential international films like Alfonso Cuarón’s “Y tu mamá también,” “The Girl” with Charlize Theron. “The Important Man” nominated for an Oscar in 1961. Death in the Garden” by Luis Buñuel, “Nacho Libre” in 2006.  More recently, “Carmín Tropical” and the German co-production “Los Angeles.” Now, Netflix is producing “Desenfrenadas” in Oaxaca.
Desenfrenadas, Netflix production in Oaxaca.
The American market represents millions of revenues and employment for investors, producers, and consumers from both sides of the border. Now Los Angeles, Miami, and Huston are offering frequent flights to the City of Oaxaca.

The admission is free. You can register now at
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