Unity at the Heart of Agave Spirits

By AnnaBruce Published On Dec 16, 2025

Unity is a term that deeply defines the world of agave spirits, where nature and humanity are intertwined. Mezcal signifies community and social bonds, as it is shared in celebrations and rituals. It also embodies a spiritual unity with nature, with some rituals including an offering of the first drink to the earth.

There are profound ties that link producers with their ancestors through generational knowledge and practices, their peers through cooperative work, and a growing global community of consumers through a united passion for artisanal spirits.

When I began documenting agave spirits, what stood out most clearly was how integrated the process was with community, guided by empirical knowledge passed down through families.

The first palenque I visited was in San Dionisio, Oaxaca. There were three generations working together: from twelve-year-old Chucho and his father, Justino, to the patriarch, Don Margarito. They were joined by a local team to fill the agave oven, a physically demanding job fueled by laughter and mezcal.

Cooperation as Culture

In Oaxaca, there is a system called “tequio.” This is a form of communal, unpaid work for the community. This ancient tradition fosters unity through collective action and mutual support. Tequio is often applied in the production of mezcal, with neighbors helping with labor-intensive parts of the process, such as harvesting and cooking agave.

Cooperation in the mezcal industry goes beyond the physical action of making the spirit. In recent years, more producers are banding together in cooperatives. Mezcal cooperatives allow small producers to compete in a global market while maintaining control over their craft, their land, and their cultural identity.

A unified approach between agave farmers, producers, and their communities contributes to the long-term well-being of the land and economic stability. Producers pool resources, labor, and profits, ensuring fairer wages and profit sharing among members. Collaboration also helps implement environmentally friendly initiatives, such as producers working together to replant agaves and use water with care.

Uniting through cooperative strategies strengthens small producers’ negotiation power against larger brands and intermediaries. This also makes small-scale production, beloved by mezcal connoisseurs, more viable. Unity is a strength, mitigating the social and ecological challenges brought by the rising demand for agave spirits.

Collective Vision in Durango

Sergio Garnier is the founder of Ultramundo mezcal. He developed Ultramundo with the support of several producers in Nombre de Dios, Durango, before consolidating production at his family ranch in Mapimí. He describes the team as the Pelayo collective, after the name of the ranch.

Ultramundo is best known for distilling the agave variety “lamparillo.” Sergio describes lamparillo as the perfect hybrid for the unique environment on the ranch. After years of seeing the ranch erode, Sergio and the team have witnessed the supportive effect of this agave, holding the soil together. Together, they have focused on growing more of the plant to restore the landscape while providing the raw material for this delicious mezcal.

Sergio explains how unity is an essential concept for the Ultramundo brand and the collective that manages production: “It is important that we are all aware of everyone's needs and that we are all aligned towards the same goal. It also means uniting a lot of variables: integrating nature, humanity, and the commercial part. It is having all the pieces together to generate a synergy. The final result is something that is authentic and that means something to the people who try it.”

Like all great food and drink, mezcal stimulates conversation, bringing people together over flavors, opinions, and stories. Sipping these spirits unites us with the earth and hundreds of years of human experience. Raising a glass allows us to join an ancient ritual shared through agave spirits.

Anna Bruce is an award-winning photojournalist and author of Tequila, Mezcal and More. Since a 2013 media residency with Mexico’s foreign ministry, she has documented the history and production of agave spirits, contributing to various publications and independent projects. She lives in Oaxaca, where she and her partner run Rambling Spirits, offering bespoke experiences with mezcal producers.

If you want to learn more about Anna’s work, you can find her on social media:

Instagram

BRAND FILMS

G4 BLANCO

G4 REPOSADO

DIA DE MUERTOS

EL ATEO

ULTRAMUNDO

EL ACABO

PALOMO

This article was structured with the assistance of artificial intelligence (ChatGPT). All content is based on human input and editorial oversight. For more details on how PKGD integrates AI responsibly, please refer to our AI Policy.

At PKGD, we continue investing in brand-led storytelling, creating work designed not only to perform, but to build long-term brand equity.

tequila town

Miami, FL
Jan 22 – Feb 28

Details

mexico in a bottle

Washington, DC
Tucson, Arizona
Chicago, Illinois
San Diego, California
San Francisco, California

Details

sip tequila

Stuart, FL
January 31

Details

arte agave

Phoenix, AZ
Miami, FL
Los Angeles, CA
Chicago, IL

Washington, DC
Atlanta, GA
Austin, TX
New York, NY

Details

tequila fest

Houston, TX
-----

Details

All Things Agave

Chicago, IL
 May 28 - 29

Details

bcb

Brooklyn, NY
 June 9–10

Details

SABOR Y CULTURA

Long Island, NY
 -------

Details

Tales Cocktail

New Orleans, LA
July 19–24

Details

SALUD AMIGOS

Long Beach, CA
Mid-summer

Details

tequila fest dallas

Dallas, TX
May 16

Details

tequila festival

--------
--------

Details

taco fest

Scottsdale, AZ
 October 2026

Details

good juice

Austin, TX
November 2026

Details

food and wine

Charleston, SC
March 4–8

Details

tequila town

 Los Angeles, CA
September 2026

Details

This article was structured with the assistance of artificial intelligence (ChatGPT). All content is based on human input and editorial oversight. For more details on how PKGD integrates AI responsibly, please refer to our AI Policy.

By AnnaBruce
Published Dec 16, 2025

Leave a reply

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Responses
--
Name
2 days ago

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra.

ReplyDelete
Name
2 days ago

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra.

ReplyDelete

More posts

The Growth of PKGD’s Reach

People are always telling us, “G4 is everywhere,” as if it all happened overnight. The truth is, nothing could be farther from that. The growth and reach of PKGD is a classic “ten-year overnight success” story

Read More
30/10/2025

I Know Everything About How to Make Tequila, But I Don’t Know How to Make Tequila

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.

Read More
2026-01-02

A Circular Approach to Agave Distillates

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.

Read More
2026-01-02

Where We’ll Be in 2026

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.

Read More
2026-01-02

Seven Brand Films by PKGD

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.

Read More
2026-01-02

Palomo: Who We Are

Palomo wasn’t born as a commercial project. From its earliest steps it became a way of life, one that encompassed our personal, family, and regional growth around mezcal.

Read More
2025-12-01