By Alfredo Espinola
Cindy Flores
Some names are born of intuition, while others are crafted as a statement of principles; Señora Fuego belongs to the latter category—a mezcal brand born from a story of migration, personal discovery, and a deep respect for Oaxacan tradition. Its creator is Cindy Flores, a woman whose parents are originally from Chihuahua, who today, from Colorado, is driving a project that bridges two worlds: Mexico and the United States.
“My name is Cindy Flores and the company is called Casa Flores; my daughter and I created it so we could import the Señora Fuego brand.”
Although Cindy works directly with producers in Oaxaca, she clarifies an important point: she is not a mezcal producer, but an importer and the driving force behind a project born of a very personal desire.
From the Lab to the Bar
Life took Cindy down unexpected paths. In Mexico, she studied to become a bacteriologist; but when she emigrated to the United States in 2002, she had to reinvent herself. “Like many immigrants, I couldn’t practice my profession. I started working as a bartender, and alcohol was what I relied on to make a living,” she says.
Over the years, the desire to create something of her own emerged. “I wanted a project of my own, something for my family, that would give me a little more freedom.” At first, she thought about importing sotol, the traditional drink of her home state, Chihuahua; however, upon researching the market, she realized that mezcal was experiencing greater growth and recognition.
“I saw that mezcal was more in vogue, that people were more familiar with it, and that it was growing tremendously; that’s how I decided to focus on it.”
Learning Before Launching
From the start, Cindy understood that she couldn’t enter the world of mezcal without knowing it inside and out, so she took courses, traveled to Oaxaca, and reached out to local producers to understand every step of the process.
“I wanted something of quality that represented our roots; not just putting a pretty label on it, but really knowing what I was selling.”
Through a school in Mexico, she began training and building a network of contacts, including designers, brand owners, and, above all, producers. “I went to visit them, saw how they worked, and decided who I wanted to collaborate with. For me, it was important to choose someone who worked with women, who cared about sustainability, and who was replanting maguey.”
That commitment to the plant’s origins and future became one of the pillars of Señora Fuego, which she finally launched in 2024.
A Name with Identity
Choosing the name was a process almost as complex as creating the brand. For days, Cindy wrote entire lists of possible options until she found the perfect combination.
“I wanted a strong name, with presence. Señora, for me, represents women as the pillar of the family—the one who sustains, cares for, guides, and passes on traditions; and Fuego is origin, passion, transformation. Without fire, there is no mezcal,” she says.
Additionally, Cindy shares that the name has a personal component, as her zodiac sign is Sagittarius, ruled by fire. “I like to think that fire also destroys, but it allows for rebirth.”
The bottle’s visual identity reinforces that concept. It features symbolic elements such as the maguey, fire, a snake—her protective animal according to Zapotec tradition—and an eagle representing wisdom. “It’s not me physically on the label, but I am there in essence. I wanted to represent the Oaxacan woman.
Educating to Appreciate
One of the major challenges Cindy has faced along this journey is consumer perception of artisanal mezcal.
“I want people to appreciate all the time that goes into a bottle. A blue agave takes seven to eight years to grow; a Mexican agave takes ten to fifteen. It’s not fair that after all that time, a poor-quality product comes out.”
That’s why she’s also focused on introducing mezcal to new audiences through cocktails. On her website (mezcalseñorafuego.com/), she offers various recipes created by her and her family, with the aim of encouraging more people to try it.
“At first I served it straight, but many people found it too strong. With cocktails, I’ve managed to get them to try it and enjoy it,” she adds.
The Challenge of Big Brands
From her perspective as an importer, Cindy has observed how the U.S. market is dominated by large companies that present themselves as artisanal without actually being so.
“The big brands are the ones you see everywhere. But when people try a truly artisanal mezcal, they notice the difference. They’ve told me, ‘Your mezcal tastes very different; it’s of a different quality.’”
For her, the risk lies in industrialization ultimately sacrificing the essence of the product. “I don’t want to sell a pretty bottle with bad mezcal inside. I’m looking for quality and for everyone to win: producers, the community, and consumers.”
A Mezcal with a Future
Señora Fuego is about to make its first formal import to the United States; it already has restaurants interested in distributing it, and has participated in events in Colorado, Chicago, and Mexico City to great acclaim.
The project has also received significant recognition: a silver medal at the Concours Mondial de Bruxelles and three awards from the AME organization in the categories of beverage, sustainability, and export.
“I want people to know that when they see Señora Fuego, they’re buying something authentic, well-made, and with a story,” she emphasizes.
Pride in Every Drop
For Cindy, mezcal is much more than a business.
“It represents pride. Agave has been with Mexican communities for centuries, and today, we can share it with the world. I believe that everything done with love shows, and you can feel that in the mezcal.”
Her vision for the future is clear: to grow without losing the artisanal touch, to work with small producers, and to keep alive the respect for the land and tradition.
“Someone once told me that mezcal is the soul of the agave, and it’s true; in every drop lies the life of a plant that took years to grow. How could you not value that?”
Today, her drive remains undimmed. Cindy moves forward with the certainty that authenticity finds its place. “I want people to feel what’s behind Señora Fuego when they taste it: hard work, respect for the agave, and love for what we do,” she affirms. “As long as I can, I’ll keep bringing mezcal wherever it’s needed.”
With that conviction, Señora Fuego was born and continues to grow—a mezcal with Mexican roots and an international outlook, guided by the strength of a woman who decided to transform her story into a project full of passion and expansion.