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The Spirit of Mexico
- Sales Team
- 2 days ago
- 5 min read
Bringing Authentic Agave to Australia
In a world increasingly saturated with mass-produced spirits, one individual is on a mission to bring the true essence of Mexican agave to Australian shores. We sat down with Luis Vieyra from Mextrade to delve into his journey, passion, and the vibrant world of tequila and mezcal.
What inspired your journey into the liquor industry?
My entry into this industry was quite serendipitous. Fourteen years ago, I opened a taco place with a clear vision: to introduce people to authentic Mexican cuisine, at a time when many associated tacos solely with crunchy shells. While I eventually sold the venue, I realised my passion lay in hospitality, but specifically in the dynamic world beyond the confines of a single establishment. My enduring love, however, has always been for tequila and mezcal. Back then, mezcal was largely unknown, and even now, many are still discovering its depths. The desire to share the true stories, the rich history, and the exquisite flavours of Mexico to reveal what's truly behind each bottle is what genuinely ignited my path.
What are the common misconceptions about your work?
Many people imagine working in the liquor industry as an endless string of parties and bar visits. While that's certainly an enjoyable aspect, what I truly cherish about my role is the opportunity to introduce tequila and mezcal with the diversity, tradition, and authenticity they deserve. I get to share the intricate narratives behind each bottle: how they are crafted, by whom, and why that lineage matters. This knowledge then ripples outwards, empowering bartenders and liquor outlets to share these stories, fostering a profound appreciation and pride in the spirits they serve.
What makes your business unique?
We specialise in traditionally made Mexican spirits, predominantly within the "agave world," encompassing tequila, mezcal, and raicilla, among others. Crucially, we travel to Mexico annually to connect directly with our producers. We share meals with their families, observe their time-honoured processes firsthand, and cultivate genuine relationships. These aren't just brands; they are people, families, and we are honoured to represent their remarkable craft here in Australia. Our distinguishing factor is an unwavering commitment to transparency, tradition, and education. We don't merely import bottles; we ship stories, culture, and profound human connections.
"Our greatest opportunity lies in education, empowering people to truly understand and taste the difference."
What qualities are most vital in your field?
Passion, a genuine affinity for people, and unwavering patience are paramount. When you discover products that resonate with your values and ignite your personal passion, the rest becomes effortless, and the desire for continuous learning becomes inherent. I've cultivated these qualities through deep immersion visiting distilleries, asking probing questions, actively listening, and being hands-on throughout the entire process, from production to the final delivery of a bottle.
How do you keep pace with industry trends?
Regularly travelling to Mexico and attendance at global spirits events are crucial for staying abreast of what’s happening in the world of agave and emerging innovations. I maintain close connections with our distillers, fellow importers, and the vibrant hospitality scene. Moreover, I keenly observe what bartenders and consumers are saying; their insights are often the most valuable source of information.
What are the biggest challenges and opportunities in the liquor industry today?
A significant challenge we face is the oversaturation of commercial brands and the widespread misinformation surrounding the true meaning of "craft." Our greatest opportunity lies in education, empowering people to truly understand and taste the difference. Once someone experiences a spirit made with integrity and meticulous care, it's incredibly difficult to revert to mainstream, marketing-driven products. This conviction fuels our relentless focus on transparency, sustainability, and authentically telling our producers' stories.
What do you find most rewarding and most frustrating?
There's nothing more gratifying than witnessing someone's eyes light up as they try something truly exceptional and "understand" it. The most frustrating aspect? When, after hearing about the immense effort, love, and tradition poured into a product, people then question its price point and seek discounts.
How do you educate customers about tequila and mezcal?
The classic misconception is, "I don t like tequila because I had a bad experience when I was 16." Another common belief is that all tequila tastes the same or is solely for shots. We address these by explaining how tequila is traditionally consumed in Mexico, its intricate production methods, and how it's meant to be savoured and enjoyed. Once people taste a high-quality spirit with the proper context, they often fall completely in love. Truly, when they take their time, engage all their senses, and experience a truly great product, it s impossible not to develop a deep appreciation and respect for it.
What strategies work best for new products?
Tastings are absolutely essential. Once people taste the product and hear its story, they form a connection. We also actively support venues with comprehensive staff training, innovative pairing ideas, and engaging social media content to generate excitement around new launches.
Any product recommendations?
Cascahuín Blanco is an absolute gem pure, traditionally made, and offering incredible value. It's often the tequila that completely changes people's perceptions. Its notes of cooked agave, white pepper, and minerality make it truly unforgettable. In the realm of mezcal, Bozal Ensamble and Aprendiz are fantastic entry points; they are beloved by bartenders and newcomers alike true crowd-pleasers.
Your favourite liquor and food pairings?
I have two definitive favourites:
G4 Blanco with a simple ceviche: Keep the ceviche uncomplicated just onion, fresh lime, fish, jalapeños for a touch of spice, salt, pepper, and a sprinkle of coriander. The green olive notes and vibrant brightness of the tequila create an unparalleled match.
Siete Leguas Reposado with a slow-cooked pork taco: This pairing is hard to beat. The subtle sweetness and hint of spice in the tequila beautifully complement the savoury richness of the dish. It's comfort and complexity harmoniously blended in a single bite and sip.
How do you unwind?
Good music, delicious home-cooked food, and quality company are my go-to for relaxation. I also love staying active, whether it's surfing, mountain biking, swimming, or running. And, of course, sharing great drinks is part of unwinding too it truly doesn’t feel like "work" when you genuinely love what you do.
Your most memorable experience in the industry?
Meeting the master distillers and their families has been incredibly profound. Visiting places like El Pandillo, where G4 and Terralta are made, or venturing deep into remote mezcal villages, literally in the middle of nowhere. Sharing meals, witnessing their way of life, and having the privilege to bring their craft to Australia is profoundly humbling. Additionally, encountering passionate bartenders and individuals deeply invested in the hospitality game, who live to provide unforgettable experiences those connections truly stay with you. They are simply amazing.
Are there any regions you dream of exploring professionally?
Japan. I would love to travel through its small towns, tasting homemade sake and immersing myself in their meticulous methods. Much like agave spirits, there's a world of quiet craftsmanship and deep-rooted tradition there that undoubtedly deserves far greater recognition.
Q&A with Luis Vieyra from Mextrade.
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