Welcome back to our 3-part series on truth in agave.
Last week, we cut through the noise around “additive-free” claims and self-certifications. This week, we take aim at another illusion that’s quietly reshaping the industry:
The rise of celebrity agave.
Let’s talk about what it’s doing to Tequila. What it’s about to do to Mezcal. And what we’re doing instead.
You’ve seen it everywhere: a famous face, an expensive bottle, a tagline about tradition. A slick rollout, a signature cocktail, maybe even a trip to Jalisco in a branded poncho.
But that’s not culture. That’s costume.
And it sells. Tequila, powered by celebrity brands, is now one of the fastest-growing spirits in the world—over $15 billion and climbing. Mezcal’s in the wings, gathering attention, getting invited to the same parties. Except mezcal was never supposed to be a party trick.
This spirit doesn’t come from hype. It comes from hardship.
🌱 Mezcal Was Meant to Be Different
Tequila industrialized decades ago. It figured out how to scale, to export, to cash in. Mezcal didn’t. Couldn’t. Wouldn’t.
Why? Because it takes longer. It demands more. It doesn't tolerate shortcuts. And it’s still deeply tied to the communities that make it.
Until now.
Because mezcal is getting hotter. The same agents, investors, and influencers who launched tequila empires are knocking on mezcal’s door—and some are already inside. Labels are launching. Contracts are being signed. And the question is no longer if mezcal will be commercialized.
It’s how much of it will survive the process.
🎩 What Celebrities Miss
Most celebrity spirits don’t come from the ground up. They come from the top down. They start with a logo, not a field. A campaign, not a fermentation.
They’re mass-produced in just a few distilleries. Many are flavored to feel smooth, safe, familiar. They’re built for likes and priced for collectors—not drinkers.
They sell because people trust the face, not the flavor.
But here’s the truth: you can borrow fame. You can’t fake provenance.
“The fame is borrowed. The land is not.”
🔥 Mezcal Isn’t Immune
Some would say mezcal is still sacred. Still slow. Still protected.
But I’ll be honest with you: it’s already changing.
Dos Hombres launched in 2019. More celebrity mezcals are coming. The pressure to scale, to speed up, to soften flavor and slap on a story—it’s real. And it risks wiping out everything that made mezcal special in the first place.
That’s why La Leyenda exists.
🍂 We’re Building, Not Borrowing
We don’t work with celebrities. We don’t rent image. We don’t chase headlines.
Every bottle of LA LEYENDA comes from the agave we grow ourselves—on our 800-acre estate in Zacatecas. We let every plant reach full term. No brokers. No early harvests.
We steam-cook slowly. We ferment with a third-generation yeast culture that belongs to us, and only us. It’s alive. It’s consistent. It’s earned.
Then we send every batch to certified físico-químico labs. Real chemistry. Real verification. Not just stories.
“You can’t export legacy. You have to build it.”
🔐 Taste the difference— Password: martini 🎁 Start with the Tasting Experience Kit or grab a bottle of Blanco or Reposado.
🇲🇽 The Mexican Dream
Let me tell you something you won’t see on a shelf.
In parts of Zacatecas—where we grow and make La Leyenda—there’s a common rite of passage. At 15, many boys are sent north. With or without papers. With or without preparation.
It’s not about opportunity. It’s about escape.
Some make it. Some disappear. Some return different, unsure of what could’ve been.
We want to change that.
We want to build a future here. Through agave. Through education. Through belief.
That’s why 15% of every membership goes directly to educational initiatives in the local community. We teach math. Literacy. But also fermentation. Stewardship. Pride. Ownership.
Because this isn’t just about agave. It’s about agency.
Miguel was 14 when we met him. He used to talk about El Paso like it was destiny. Now he talks about building his own distillery.
That’s the dream. That’s the mission. I call this the Mexican Dream.
🔐 Become a Legend Your membership funds real change—and gets you early releases, Añejo access, and a deeper seat at the table.
Let the land speak for itself.
✊ We Believe
We believe agave spirits should never have been mass-produced. We believe in doing things the right way, even if it’s the hard way. We believe in building something that lasts longer than hype.
We believe in the Mexican Dream…in Mexico, in its people. My people.
We believe.
And those who believe? Inspire us.
We follow them. Not because we have to. But because we want to.
🛠️ If You’re Still Reading…
You care. And if you care, this isn’t just a newsletter. It’s a call to action.
Alex,
Another great newsletter! You’re absolutely right—celebrity distilleries sell the sizzle, but your mezcal delivers the steak. Bring on the beef!
Keep up the excellent work.
JV