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By Alfredo Espinola
Xóchitl Liviere Reynoso Zamora
Editor’s Note: The agave industry is essential in Mexico and its products are widely exported. Women have played important roles in the agave industry for decades, but usually behind the scenes. In this interview, Xóchitl Liviere Reynoso Zamora, general director of Agaves de Origen, S.A. de C.V., and current president of Mujeres Empresarias de Agave y Mezcal de Jalisco, A.C., shares the importance and presence of women in the mezcal industry and how it has evolved in recent years.
What challenges do women face in this male-dominated industry?
In terms of gender equality, there is still a lack of equity awareness, the reality is that, in these times, the role of women as leaders is still less valued and even more so in this sector, where the role of women is very limited, despite the fact that historically their participation in these jobs has always been, supporting men, but behind the curtain.
How has Mujeres Empresarias de Agave y Mezcal helped women overcome these challenges?
I have always believed in the great strength of women to develop and change systems, create and educate a family with quality, as well as contribute to the development of a better country.
Therefore, it is important to strengthen the areas of growth with studies and training. We have focused on quality integration, with an emphasis on diversity and interaction. We prioritize training and working hand in hand with our three levels of government, business leaders and civil associations. We do this in the four areas of work in the agave sector: the field, production, marketing and crafts.
In our association we provide training, advice and support to fulfill their dreams. We walk together, learn from each other and strengthen the chain of distillates in Mexico, with the purpose of offering quality artisanal products, because in each bottle go the dreams of many families.
We also seek financial support and national and international business opportunities. We seek to benefit women in their regions.
What agave brands exist within the association?
There is a great diversity of brands among our associates. Our Chapter is Jalisco, and we have 2 denominations of origin, tequilas and raicillas, as well as their derivatives:
- In tequilas: Bonanza, Un grito de sabor, Monte luna, Son Tequilero, Jalisco nunca Pierde, Reserva Huizar, Mi Familia.
- In mezcals: Caballo Viejo, Buen Año, Masparillo, Monte Luna.
- In raicillas: Delicada Flor del Alma, Don Mariano, Monte Marea, Real Roque, Xanan.
- Creams, liqueurs and sangrita: Divina Patrona, Fiesta Mexicana.
Where are these brands present internationally?
We are present in the USA, Canada, South America, Indonesia and some European countries. It is worth mentioning that our products are marketed as “made by women” products.
I think it is important to point out that given the quality we achieve with our distillates and the participation for several years in the distillates competition in Brussels, we have managed to win medals worldwide -- silver, gold and double gold.
For this reason, the organizers of this event suggested that we make a documentary, where the work of women in their different facets in [in the industry are shown]. Filming was carried out in June and July last year. Filming took place in the different communities with the agave denomination of origin, including the harvests and production. Filming occurred in palenques, vinitas, factories, agave fields, and in the manufacture of different agave handicrafts, where the protagonists were the women of the agave.
The documentary, “Las hijas del agave,” was a real success, it has won recognition as best documentary in different film festivals, such as in Germany and Turkey, and last April 6th in Puerto Aventuras and Quintana Roo.
(Editor’s Note: The film has not been publicly released, but you can watch the trailer below.)
Alfredo Espinola is el Restaurante’s representative in Mexico City.
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