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After we consider the typical drink of Mexico , tequila involves thoughts, however we regularly overlook its brother distillate: mezcal . The entrepreneur Jesús Sánchez noticed that this drink had a little or no identified cultural and historic richness. Due to this fact, he undertook the duty of rescuing the essence of conventional mezcal , with a enterprise primarily based on supporting native producers and serving to them develop. Meet Rabbit on the Moon , the mezcalería whose mission is to provide you its rightful place in Mexico and on the planet, however above all, in folks’s palates.
Omar Actual Photographer vía Conejo en la Luna
In an interview with Entrepreneur en Español , Jesús says that “the tequila that we all know at this time is already industrialized and is produced to go well with the model or the manufacturing facility, however it’s not a standard distillate.”
“With mezcal we nonetheless have the chance to rescue the unique producers and hold them by advertising and marketing their product by way of Conejo en la Luna,” stated Sánchez, a local of San Martín de las Pirámides, one of many cities that encompass the Archaeological Zone of Teotihuacán. .
“We name it ‘the historic style’, as a result of the mezcals that we commercialize are to the style of the unique group the place they arrive from and the place they’re consumed. There are mezcal masters who proceed to make their distillates as they have been made 100 or 200 years in the past, and so they haven’t modified it, ”defined the businessman, who feedback that if any of those households stopped producing their mezcal, that recipe and that selection could be misplaced. perpetually.
What’s Rabbit on the Moon?
It’s a idea that integrates very effectively chosen small producers , grouped below the Conejo en la Luna model, however with out dropping their identification, their essence and, most significantly, the popularity of their work and their identify.
This materializes in a country and comfortable mezcalería situated just a few meters from the pyramids of Teotihuacán , with pre-Hispanic constructions as a framework. Thus, a day of mezcal there turns into an immersive expertise that features visiting the distillery and the maguey backyard that homes the institution.
“Conejo en la Luna was born with the thought of getting a mezcalería during which the customer actually is aware of mezcal from its roots and learns to differentiate a very good one. Let him know that it’s not unique to Oaxaca, that sure, it’s the predominant producer and exponent, however that additionally it is produced in lots of areas of the nation and there are a lot of varieties, every with distinctive traits, ”says Jesús.
Along with a number of 24 mezcals, made by 14 mezcal masters from 7 states of the nation, its menu features a number of Mexican dishes and cocktails made solely from conventional mezcal. The truth is, two of the mezcals supplied by Conejo en la Luna have been awarded because the ‘Finest Mezcal in Mexico’ .
Picture: Omar Actual Photographer through Conejo en la Luna.
This yr, benefiting from the reopening after the pandemic, they started holding occasions for tasting and pairing mezcal with nationwide and worldwide meals.
“In these experiences we embody the cultural and social a part of mezcal. We convey the producers to speak about their conventional and distinctive course of to distill mezcal, and likewise to become involved with shoppers, to inform them what their life is like inside the mezcal tradition of their communities ” , he defined.
For instance, to have a good time the following Day of the Lifeless, they are going to have a tasting and pairing expertise with typical Michoacan dishes ready by conventional cooks. “It will likely be a present with music, talks, we could have the great sawdust rugs, we’ll fly cantoya balloons and there will probably be a musicalized pyrotechnics present. It’s about celebrating life as they do in Pátzcuaro and Janitzio. It truly is one thing I need share with folks, “ Jesus defined.
When the eagerness for mezcal and the entrepreneurial spirit are mixed
“I convey my curiosity in mezcal as a shopper, I found it about 10 years in the past. I used to be by no means a fan of tequila, however after I tasted mezcal I noticed that it was one thing very totally different and I fell in love, ”he relates with nice enthusiasm.
“On a visit to Oaxaca, I understood that mezcal has monumental potential and is barely reasonably exploited within the vacationer space. Why do they do it half once they have the methods, the tradition, the flavors? They’ve all the things to take off! “ , hold going.
From that journey, Jesús returned with an thought: that there must be a spot the place you’ll be able to actually know mezcals, admire all of the cultural load they’ve, their flavors and, above all, that individuals study to get pleasure from it in all its splendor. “And since I did not discover it, I did .”
Jesús Sánchez joined forces with Luis Nogales , director of the Heart for Research on Maguey and Mezcal . “I instructed him my complete thought and he laughed at me! However he preferred the mission and we started to form it, in search of mezcal masters in every area to combine them into Conejo en la Luna.”
On the finish, he says “that is all a household enterprise, we’re initially from Teotihuacán”. Of the seven brothers, 5 are concerned within the enterprise: he and certainly one of his brothers perform the executive half, one other is a chef and takes care of the menu, one sister is the mixologist and the opposite takes cost of different organizational duties.
“We selected to be subsequent to the pyramids as a result of it’s my land and, additionally, what higher place to drink conventional mezcal than the place the roots of Mexico are?”, Says the businessman.
How does Rabbit on the Moon assist native producers?
Jesús says that in every area of the nation there are native mezcal masters who make their very own manufacturers , however should not have the instruments or construction to commercialize it on a big scale. “We group them below the Conejo en la Luna model, however at all times giving credit score to the producer, from our menu to the label,” he highlighted.
An accountant by career, Sánchez says that “for producers to work with us, we provide them essentially the most cheap factor: to pay them the correct value . We assist them to place the worth that their mezcals are actually price ”.
The businessman explains that many of the mezcaleros “solely took under consideration the price of the uncooked materials and raised it a little bit extra, then they have been undercutting it.”
Conejo en la Luna is a household enterprise the place the Sánchez brothers, initially from Teotihuacán, have mixed their skills. Picture: Omar Actual Photographer through Conejo en la Luna.
So, Rabbit on the Moon helps them pay for his or her mezcals by including the uncooked supplies, the work and all of the inputs, equivalent to transportation or firewood for the ovens. “ To allow them to actually know the way a lot it prices them to supply every liter of mezcal. From there we set a good value, including a mean of 40% revenue for them and that’s what we pay them, ”defined Jesús.
Sánchez affirms that “a well-made conventional mezcal can’t value lower than 400 pesos per liter . In the event that they promote it to you cheaper it’s as a result of maybe it’s already industrialized or the producer is underpaid and loses out ”.
Preserving its conventional essence and never distorting its values, the brand new problem for Rabbit on the Moon
“My purpose is to not bottle mezcal and promote it wholesale, ever, as a result of it will lose the essence of what we’re constructing. The significance of mezcal shouldn’t be solely within the drink itself, it’s within the custom, the tradition and the arms of those that make it, ”stated Jesús Sánchez.
The restaurant homes a boutique the place you should purchase all of the kinds of mezcal from Conejo en la Luna . But in addition, they’re betting on ecommerce with their own online store and providing their mezcals by way of Amazon , and they’re about to enter different famend digital shops.
Now the problem of Rabbit on the Moon is to satisfy the demand . “All of the mezcaleros with whom I work are small producers, so there’s a limitation by way of manufacturing capability.”
In addition they have gives from businessmen to convey Rabbit on the Moon to Spain, Germany and Asia , amongst others. “Now my problem is to succeed in this progress with out distorting the essence of my enterprise,” says Jesús earlier than taking a sip of his mezcal made in Morelia, Michoacán with maguey cupreata.
“Mezcal shouldn’t be a drink, it’s a complete tradition,” concluded the passionate entrepreneur.