.png)
Creador product lineup. PHOTO: Creador Agave Spirits
Creador Agave Spirits:
A Brand Built from the Heart
Creador Agave Spirits is a passion-driven brand dedicated to preserving traditional mezcal-making techniques while providing independent mezcaleros like José Alberto Pablo with a sustainable and consistent source of income.
By MEZCULTURE / MARCH, 2025
Hand mashing of piñas. PHOTO: Creador Agave Spirits
Mezcal is more than just a spirit—it’s a tradition, a livelihood, and a connection to the land. At the heart of this world is Creador Agave Spirits, a brand deeply committed to preserving ancestral mezcal-making techniques while ensuring economic stability for independent family producers in Oaxaca. Through their mission of direct support, Creador has become a catalyst for sustainable growth among mezcaleros, proving that mezcal can be both an artisanal treasure and an avenue for economic empowerment.
EVENTS
Palenqueros mashing cooked agave. PHOTO: Creador Agave Spirits
Building a Sustainable Future for Mezcaleros
Creador was born from a singular vision: to create a brand that directly benefits mezcal producers. Founder Marcus Piña met a mezcalero who was only able to practice his craft part-time due to financial instability. This encounter planted the seed for Creador—a brand dedicated to securing steady clientele for mezcaleros, allowing them to fully dedicate themselves to their craft. A prime example is José Alberto Pablo, whose collaboration with Creador has provided a reliable income stream, ensuring he can produce high-quality agave spirits without economic uncertainty.
Supporting Independent Mezcaleros
Transitioning from a part-time producer to a full-time mezcalero is challenging. Many talented artisans struggle to reach customers and establish a steady income, particularly those in remote areas. Creador Agave Spirits bridges this gap by providing financial consistency and market access. By creating a brand that champions the craftsmanship of its producers, Creador ensures that their work receives the recognition and compensation it deserves.
Palenqueros. PHOTO: Creador Agave Spirits
The Special Bond Between Founder and Maestro Palenquero
Piña’s journey into the world of mezcal started like many others—with a cocktail. His curiosity led him to Oaxaca in 2019, where he visited multiple palenques in search of a producer to collaborate with. The turning point came when he met José Alberto Pablo, a maestro palenquero whose all-clay fermentation and distillation process immediately stood out. Their shared passion and respect for mezcal’s rich history cemented their partnership, despite the world going on pause in 2020. They maintained their connection until Piña returned in 2021, ready to bring their vision to life.
Clay pot fermentation. PHOTO: Creador Agave Spirits
Ancestral Techniques: The Art of Clay Fermentation and Distillation
While many commercial mezcals utilize large wooden vats for fermentation, Creador embraces José Alberto’s rare clay pot fermentation technique, a method specific to only a few regions in Oaxaca. His fermentation pots are housed indoors, differing from most producers who ferment in open-air environments. Additionally, his stills operate on a single fire source for three pots, a method that enhances control over heat distribution while conserving firewood—an essential sustainability practice.
Agaves in San Bernardo Mixtepec. PHOTO: Creador Agave Spirits
A Deeply Rooted Connection to Agave
Creador’s expressions highlight agave varieties native to San Bernardo Mixtepec, where José Alberto sources Lumbre, Mexicano, and Cuish. His expertise extends beyond local varieties, as he collaborates with magueyeros to obtain a diverse selection of wild and semi-cultivated agaves. This careful curation, combined with his clay fermentation and distillation process, results in mezcal that showcases both the uniqueness of each agave type and the hand of the maestro palenquero.
Closeup of some of the label art. PHOTO: Creador Agave Spirits
De la Mano y el Corazón: From the Hand and the Heart
Creador’s philosophy is encapsulated in the phrase “De la mano y el corazón”—every step of production is imbued with craftsmanship and passion. This extends beyond the mezcal itself, reaching into the very bottles that house it. Each handmade label is crafted from agave paper by artisan Eric Ramirez in Villa de Etla, Oaxaca, with individual labels hand-cut and printed. The artwork, created by Camille Woods, depicts scenes from José Alberto’s palenque, offering consumers a deeper connection to the producer and process behind each bottle.
Family business. PHOTO: Creador Agave Spirits
Ensuring Fair Profit Sharing and Transparency
Creador takes an open-book approach to revenue sharing, posting annual letters outlining how profits are distributed. This level of transparency ensures that mezcaleros receive their fair share and that consumers can trust their purchase directly supports the artisans behind the bottle. For full transparency, these reports are publicly available on CreadorSpirits.com.
Setting up the underground river rock-lined ovens. PHOTO: Creador Agave Spirits
A Traditional Process, Honored at Every Step
Creador’s mezcal-making process remains steadfastly traditional, adhering to ancestral methods:
-
Agave cultivation: No pesticides; natural fertilization using bagasso (spent agave fibers).
-
Sourcing: Partnering with magueyeros for cultivated, semi-cultivated, and wild agave.
-
Cooking: Underground river rock-lined ovens covered with banana leaves and palm tarps.
-
Milling: Using mazos (wooden mallets) in a canoa (hollowed-out tree trunk).
-
Fermentation: 3-5 days in 90-liter clay pots.
-
Distillation: Twice-distilled in 60-liter clay pots, using a single fire source.
-
Resting: Mezcal is aged in glass or food-grade plastic for at least six months.
-
Sustainability: Planting 1,000-3,000 agave seedlings per year and participating in a collective forest protection initiative.
Cutting agaves. PHOTO: Creador Agave Spirits
Breaking Barriers for Independent Producers
Transitioning from a small-scale producer to a full-time mezcalero presents immense challenges. Many rural producers lack direct access to markets, making it difficult to sustain themselves solely on mezcal production. Creador bridges this gap by providing a reliable platform, steady clientele, and financial stability—allowing producers like José Alberto to focus on their craft rather than economic survival.
Maestro Palenquero Jose Alberto Pablo. PHOTO: Creador Agave Spirits
Interview with Maestro Palenquero José Alberto Pablo
Mezculture: Your mezcal-making knowledge comes from a matrilineal tradition. How has your mother and maternal grandfather's expertise shaped your approach to distilling mezcal in San Bernardo Mixtepec?
José Alberto: Well, the learning I obtained to make mezcal was very interesting, I grew in it, and I took what I thought was most correct.
Mezculture: You use unique clay pot fermentation and distillation methods. What inspired you to maintain these traditional techniques, and how do they contribute to the distinctive character of Creador Mezcal?
José Alberto: I always saw that way of working very well in the (clay) pots. I also thought about it because it was already being lost as a tradition here, even in the town. My father always told me that everything you do should be done well and you should like what you do.
Mezculture: You've mentioned experimenting with different agave varieties like Karwinskii and Jabali. What challenges and opportunities do you see in working with less common agave species?
José Alberto: Normally here in the town you only see traditional mezcal and the tobala one was all, but I had heard about other magueys and I am always curious to know them. In the case of the maguey jabalí, it was almost a challenge for my friend Randall. Indeed, it is very difficult but everything has its reward.
Mezculture: You worked in the US before returning to build your palenque. How did your time in the United States influence your perspective on mezcal production and your decision to create your own brand?
José Alberto: I worked in the USA, and it was always my idea to be able to return to work in what I wanted. I also always thought that it would be great for mezcal to be in the USA and in various countries. It is a goal that is in me.
Mezculture: Traditionally, your community only drank yellow mezcal and considered white mezcal "fake". How do you balance preserving local traditions with creating mezcal for an international market?
José Alberto: It is very true that in my town only traditional (yellow) mezcal is drunk, and with much respect I continue working some batches for my clients who still look for it here.
Creador bottle on clay pot. PHOTO: Creador Agave Spirits
A Mezcal with Meaning
Creador is more than just a spirit—it’s a testament to the artistry, resilience, and passion of independent mezcaleros. From the hands that cultivate the agave to the hands that bottle the final product, every step is infused with care and intention.
For those who appreciate mezcal not just as a drink but as a cultural experience, Creador offers an invitation to connect with the traditions, stories, and people behind each bottle. To learn more and explore their collection, visit creadorspirits.com.
From the heart of Oaxaca to the glass in your hand, every sip of Creador Agave Spirits carries a story worth savoring.