It's more than a drink
Mezcal isn’t just a spirit for us—it’s a living embodiment of culture, ecology, and slow, handcrafted heritage. In a world grappling with hyper-consumerism, inequality, and ecological collapse, traditional mezcal stands as a pre-industrial, community-rooted product—made by hand, using local materials, and infused with generations of knowledge.
From one village to the next, unique micro-climates, agave species, and traditions yield infinitely varied batches—an endlessly fascinating, imperfect story of land, craft, and culture.
Why it matters
Capitalism, mass consumption, and celebrity-driven branding threaten to flatten this intricate tapestry. As demand surges, large commercial players pressure communities to scale up, leading to monocropping, deforestation, and the loss of “gusto histórico”—the deep local flavour and strength of mezcal.
The so-called “mezcal boom” risks becoming cultural colonisation, erasing nuance under the weight of global market forces. But it doesn’t have to be that way. We believe that mezcal’s richness and diversity can thrive even in today’s global marketplace. If enough people choose to value quality agave spirits, it could even spark a cultural shift—resisting commodification even beyond mezcal, and inspiring a stronger connection to the land and to each other. That’s why, to us, it’s far more than just a drink.
Our Journey:
Slow, Small, & Accountable:
Sin Gusano began as a radical choice by our founder Jon while on holiday in Mexico in 2016. Blown away by the complexity of flavour found in Mezcal, the skill, hard work, and strength of community amongst the artisans who make it, the cultural significance of the maguey plant, and the general positive vibes in Mexico, Jon decided to leave a soul destroying sales job in the City of London to start something meaningful with mezcal.
From the early days, a strong sustainability ethos was baked into the operation:
- Small-batch mezcal from artisans who harvest with care—not over-producing.
- Celebrating diversity, not reducing flavours to a format for mass export.
- Giving back: Initially via a 10% profit-share
- Plastic-free and eco-conscious: Full supply chain emissions analysis and offset emissions.
1% for the Planet
In 2025, we simplified and sharpened our sustainability work by joining 1% for the Planet as a business partner. This globally recognised membership means we now commit 1% of our annual revenue—not profit—to vetted environmental causes around the world. By doing so, we:
- Make a clear, revenue-based commitment to vetted environmental initiatives.
- Channel our values into a focused, transparent framework.
- Continue supporting ecosystem health, community resilience, and cultural heritage.
BECOME A MEMBER AND LEARN MORE ABOUT MEZCAL
MEZCAL APPRECIATION SOCIETY
Where your passion for mezcal transforms into a journey of discovery and delight. As a member, you'll gain exclusive access to curated tastings, educational events, and insider knowledge from industry experts.
Whether you're a seasoned enthusiast or a curious newcomer, our community provides a welcoming space to explore, share, and savour mezcal like never before. Join us and immerse yourself in the art and culture of mezcal, one sip at a time.
STAY UP TO DATE WITH EVERYTHING GOING ON IN THE WORLD OF MEZCAL
Stay connected with the world of mezcal through the Sin Gusano newsletter, your ultimate source for exclusive updates and insider information. Our newsletter keeps you informed about the latest releases, upcoming events, and special promotions. You'll also enjoy in-depth articles, tasting notes, and behind-the-scenes glimpses into the artistry of our mezcal production. Whether you’re a devoted enthusiast or just beginning your journey, subscribing to our newsletter ensures you’re always in the loop and first to know about the exciting developments and unique opportunities that Sin Gusano has to offer.