Over the past year, PKGD refined how its brands are defined and communicated, translating each identity into a clear, concept-driven narrative. This process led to seven 30-second brand films—distilled expressions of strategy, creativity, and storytelling. In just three months, the films surpassed 13 million views, proving the impact of disciplined creative execution. More than a release, this milestone marks PKGD’s first fully in-house production, uniting strategy, concept, and production under one vision.
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In 2026, PKGD Group will be present at key agave-focused gatherings across the U.S., from industry-leading conferences to cultural festivals and intimate tastings. Spanning cities like New Orleans, Los Angeles, Austin, New York, and beyond, these events are spaces for education, connection, and cultural exchange. More than tastings, they are opportunities to share knowledge, strengthen relationships, and help shape the future of the agave spirits industry.
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Agave has been central to Mexico’s cultural and economic life since pre-Hispanic times, evolving from a foundational resource for Indigenous communities into the backbone of a global distillate industry. Today, spirits like tequila, mezcal, raicilla, bacanora, and sotol not only carry heritage and identity, but also generate employment and international trade across dozens of countries.
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Knowing how tequila is made is not the same as making tequila. In an industry crowded with brands that buy liquid and borrow language, true production lives in weathered hands, lived experience, and generational knowledge. Producer-owned brands matter because they embody accountability, transparency, and authenticity—connecting the people who make the spirits to the bottles that carry their names. Honoring that distinction isn’t semantics; it’s respect for the makers and the culture they sustain.
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The technology most of us carry in our pockets allows us to take such good pictures that we often don’t recognize we’re not taking great pictures. Professional photographer Anna Bruce shares her tips and tricks to help you up your documentation game!
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In this episode of Agave Road Trip, Lou Bank and guest Shawn Miller from PKGD Group dive into COMERCAM’s 2024 Mezcal numbers. What do the stats really say — and can they be trusted? A conversation that questions the data behind Mexico’s growing agave industry.
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In this episode of Agave Road Trip, Lou Bank talks with Sergio Garnier of Mezcal Ultramundo about a concerning phenomenon: wild agaves across Durango, Guerrero, and Jalisco are not flowering or going to seed. A conversation exploring what might be happening to these vital plants behind agave spirits.
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The Yaquis led him into silence. No words, only the rasp of sand beneath their feet, the slow rhythm of a drum carried on the wind. A circle was drawn, smoke coiled upward, and the medicine passed to his lips. Bitter, alive. He swallowed, and the world loosened.His body grew heavy, but his mind unfastened. The fire dimmed, the night widened. He tried to resist, but the Yaquis’ painted eyes held him in place. They did not speak. They did not allow him to turn away. The desert had opened, and he had to enter.At first there was only darkness, vast and humming. Then a pulse in his chest—not his own, but someone else’s. Heat, steady and restrained, until it swelled into something unbearable. He saw fields, stone ovens, smoke rising like prayer. A man’s back bent under invisible weight. Fear coiled tightly, disguised as strength. It was Verde. Duty wrapped around him like fire contained, and Hijuelo felt it burn inside his own ribs.
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Every September, we celebrate independence. We wave flags, remember battles, honor those who fought for freedom.But what does independence mean today—beyond history, beyond nations?Maybe it’s about the courage to doubt.To question inherited truths.To stop kneeling before certainties and stand up to the silence.
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Last week, I was called out by one of our readers. He was addressing a post we did about the Sippin’ on Some G4 song. The message said the following:“This slop article couldn’t be written without the assistance of AI? Was Juan Pablo even capable of writing before the advent of artificial intelligence?”I don’t care much about where the message is coming from. People say all kinds of things online, and there’s no point in wondering about intentions. If I don’t feel something constructive, I just hit delete; my feelings have seen much worse than any given comment. But there was something about this one that compelled me to write a proper answer. And rather than explaining my thinking in the comment section, I decided to write a full post.
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What does it mean to be independent in a world where everything seems designed to sell faster and cheaper?The answer is not in numbers, but in the soul.In film and music, it’s easy to see: there are those who mass-produce to fill a market, and there are those who create from the heart, with works that carry their essence. The same is true in the agave industry. Industrial brands chase money. Independent producers seek to express who they are.
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