We recently connected with Camilo Mendoza and have shared our conversation below.

Alright, Camilo thanks for taking the time to share your stories and insights with us today. One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.

There’s a prevalent belief that mezcal brands must adhere to a specific packaging and appearance to be considered authentic. This notion suggests that a genuine mezcal should come in an inexpensive bottle with a rustic label. We’ve always held a different perspective. From the outset, we aimed to distinguish ourselves as a brand — from the quality of the mezcal we offer to its presentation to our customers.

The idea that mezcal needs to look cheap stems from the belief that if you are trying to package mezcal beautifully, you’re not worrying about the content of the bottle. I find this amusing.

Imagined if you applied that principle to cars, electronics, or even to spaces like restaurants or bars! nobody would ever consume things that look good.

We created this look with the intention of engaging with our customers and igniting their curiosity. We make wild agave mezcal, which is unique and very difficult to make. And we make small batches, around 1000 bottles per variety.
This mezcal deserves a great vessel, something that shows how much care and work has been put into it.

I’ll give you another perspective. When Enrique Hernandez (our maestro mezcalero) saw the bottles we were going to put his mezcal into, he was so proud! he could not believe his eyes.

Our approach has set us apart and opened many doors for us. People appreciate nice things done with care, and we brought that to the mezcal industry.
I’m glad we took this route, even if every now and then we raise eyebrows.

Camilo, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

The name of our company is OAX Original Mezcal.

We produce wild agave mezcal in collectible bottles, designed for people who appreciate craft (especially agave) spirits in its purest essence.

We have an all-senses approach to mezcal. We create a deep-level experience for our customers, starting from the intriguing look and rough texture of the bottle, the colors reminiscent of the Oaxacan countryside, to the aromas and taste of our mezcal.

We are helping to establish a mezcal drinking culture in the states that understands and appreciates the quality and craft of this ancient mexican spirit. Many of our customers have probably been to Oaxaca (or another mezcal producing state in Mexico), and really want to have that same experience they drank while visiting. It is not as easy as the mezcal industry in the US serves a different target and purpose. We are that mezcal that connects people to their original experience.

and for those who have not yet gone to Mexico, we are happy to be their first experience ever with mezcal. They will never forget it!

We have also started a sustainability project in Oaxaca where we are planting and preserving heirloom agave species. this project is funded by every sale of our bottles, and it is something we’re very proud of. There is a growing pressure on the agave plants that are used to making mezcal, especially the wild ones. We need to start re-planting and protecting them to preserve the heritage of the people of oaxaca as well as their livelihoods.

Have you ever had to pivot?

We all came from different backgrounds outside of the liquor industry. Sometimes that outsider knowledge has given us an advantage. Sometimes, however, plans don’t pan out as expected and you have to adjust or completely change the strategy. It’s been an exciting 4 years growing this brand for sure.

I love the Mike Tyson quote that says, everybody has a plan until they get punched in the face.  Words to live by!!

Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?

I think MJ DeMarco’s books are a must for everyone who is about to embark on opening a new business. read them before you start. It’ll save you a lot of pain. For those who already started their business and see and live the daily challenges of running it, I really recommend the E-Myth by Michael Gerber.
Anything you Want by Derek Severs was also very meaningful to me.

Last but not least, I was admitted in Goldman Sachs 10,000 small businesses program this year. It is changing my life and the way we do business. I encourage every business owner to apply for this course! You will not only find a world-class education and guidance on how to grow your business, but you will also meet incredible people and expand your network in unimaginable ways.

Contact Info:

• Website: oaxoriginal.com
• Instagram: https://www.instagram.com/oaxoriginal/
• Linkedin: https://www.linkedin.com/in/camilo-mendoza-oax003/

Image Credits
Scott Semler and Celeste Martearena