VIVE MEZCAL: OAXACA INVITES YOU TO A MEZCAL SUMMIT

By José Alberto Hermosillo

Vive Mezcal, Oaxaca 2019 Yola 1971. Proud exhibitor www.festivalinLA.com

Oaxaca celebrated “Vive Mezcal” in September 2019. The organizers from the State of Oaxaca promoted their city’s largest Mezcal Summit in Los Angeles.

Oaxaca’s paradisiacal 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 shown in the film, Oaxaca is known for its friendly people, ancient culture, exquisite cuisine, and famous mezcal.

Oaxaca Authorities Promoting in Los Angeles: Vive Mezcal. Photo José A. Hermosillo

According to representatives of the Southern State, Oaxaca’s best feature is its cuisine, which includes the traditional spirit mezcal. Just as tequila is iconic for Jalisco, mezcal is for Oaxaca. The name of the distilled alcoholic drink, “mezcal,” comes from the Nahuatl (Aztec language) and means “oven-cooked agave.”

Secretary of Tourism Juan Carlos Rivera Castellanos, promoting Vive Mezcal. Photo: José A. Hermosillo

The Secretaries of Economy, Juan Pablo Guzmán, and Tourism, Juan Carlos Rivera, organized this promotional business meeting in Los Angeles to encourage people to visit their beautiful country for an unforgettable experience.
 
The event brought together investors, restaurant owners, importers, and local press representatives.

Quesadilla at La Guelaguetza Restaurant. Photo: José A. Hermosillo

The guests savored a variety of delicious mezcal and the exquisite cuisine of the iconic Guelaguetza Restaurant.

The L.A. eatery gained fame for being featured in the 2015 documentary “City of Gold.” The film chronicles the experiences of food critic, culinary geographer, and Pulitzer Prize winner Jonathan Gold, who frequently visited the restaurant during his lifetime.

Tostadas de chileajo, Guelaguetza Restaurant. Photo Jose A. Hermosillo

This restaurant, located near Downtown Los Angeles, was the perfect place to enjoy delicious food and exceptional mezcal.

Guelaguetza Restaurant hosted the Vive Mezcal Press Conference. Photo José A. Hermosillo

Men and women work together to craft this drinkable, artisanal liquor, which many consider an aphrodisiac.

Generations have passed down the knowledge of crafting this stimulating beverage until it became a premium product. The agave takes 30 years to mature and requires 25 kilos to produce one liter of mezcal.

Mezcal Ilegal, a product of Oaxaca. Vive Mezcal. Photo José A, Hermosillo

Mezcal is produced in three types: industrial, artisanal, and ancestral. It is made from a wide variety of agave, much like wine is made from various kinds of grapes.

 

The personality, heart, flavor, aroma, and identity of the mezcal develop during the distillation process.

Convite mezcal, 30 years, and 15 years. Vive Mezcal, Los Angeles. Photo: José A. Hermosillo

The denomination of origin depends on the quality of the agave mezcal and the aging process, which takes 8, 15, or 30 years.

 

The global popularity of mezcal is rapidly increasing. Production has grown to four million liters annually. Forty percent of the product is exported to the United States, Europe, and Asia.

Gilberto Márquez. Mezcal Ilegal supports Vive Mezcal. Photo: José A. Hermosillo

92.3% of the mezcal is made in the State of Oaxaca. The brands we tested here were “Mezcal Ilegal,” “Yola 1971,” and “Convite.” All of the Mezcal we sampled was delicious.

Critic José A. Hermosillo. Gilberto Márquez promoviendo "Vive Mezcal."

In September, the Mezcal Expo “Vive Mezcal” will be held in Oaxaca at a 247,549-square-foot venue. Over three busy days, the city is expected to welcome 12,000 visitors who will learn more about the 700 Mezcal brands from 150 producers and 40 exhibitors.

The Expo will feature over 1,500 business meetings, workshops, conferences, and cultural activities.

The Mexican Mezcal makers of Oaxaca have already set several Guinness World Records and are ready to continue that tradition. The mezcal industry generates approximately USD 524,000 in annual revenue.

Garra de Tigre, a sweet and spicy margarita made with mezcal. At Guelaguetza Restaurant. Photo José A. Hermosillo

The Expo also features “Oaxaca Flavors,” highlighting culinary creations from 70 talented local and international chefs. As a friendly reminder, UNESCO designated Mexican Cuisine as an Intangible Cultural Heritage in 2010.

MOVIES MADE IN OAXACA:

Oaxaca has served as the backdrop for numerous international films, including Alfonso Cuarón’s “Y tu mamá también,” “The Girl” starring Charlize Theron, and Luis Buñuel’s “Death in the Garden.” “The Important Man/Ánimas Trujano,” starring Toshiro Mifune, earned Mexico an Oscar nomination for Best Foreign Film in 1961.

More recently, the popular “Nacho Libre” was filmed in Oaxaca in 2006. The Mexican production “Carmín Tropical” is an excellent crime thriller about the Muxe community, a group of transgender individuals in a small coastal town.

The German co-production “Los Angeles” was also shot in Oaxaca. Currently, Netflix is filming “Desenfrenadas” at the very same magical locations.

Desenfrenadas, Netflix production in Oaxaca.

The American market generates millions of dollars in revenue and creates jobs for investors, producers, and consumers on both sides of the border. Now, Los Angeles, Miami, and Houston are offering frequent flights to the City of Oaxaca so you can travel directly and experience all that this mysterious and vibrant land has to offer.

Admission is free. You can register now at www.vivemezcal2019.com.

VIVE MEZCAL PROMO

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