Recently, The Spirits Business - world leading magazine dedicated to the spirits industry - featured  and exclusive article delving into the essence of Mezcal Júrame, with renowned editorialist Melita Kiely interviewing our co-founder, Elia Viramontes.

More than just talking about a spirit, Melita captures the true reason for our existence: an unwavering commitment to women, sustainability, and the future of our community in San Luis Potosí.

"When mezcal becomes disconnected from its origin, the community loses".

Under this premise, Elia shares in the interview how Júrame was born from a deep question: What story do we want to leave through our work? In a region where mezcal production was on the verge of disappearing, Júrame emerged to ensure that our people do not have to leave their land out of necessity, but instead find a dignified future there.

The pillars highlighted by Melita Kiely:

In her article, the author highlights the points that are making the world take notice of our mezcal:

• Female leadership: Elia recounts the transformation of a historically male-dominated industry. Today, at Júrame, women lead everything from distillation and quality control to business strategy and social development in Estación Ipiña.

• The purity of Agave Salmiana: Melita emphasizes that our herbal and mineral profile with less smoke than other mezcals is not a market strategy, but the honest expression of our land and our steam cooking process.

• Social and Environmental Impact: Our work with entrepreneurship programs and the use of technology such as biodigesters are mentioned, efforts that earned us the "Community Future" award.

A pact that resonates globally

It is an honor to see how expert voices like Melita Kiely recognize that the value of Júrame in bars in London or the rest of the world translates directly into well-being for the Altiplano Potosino. As Elia rightly says in the note: "We made a promise of eternity... a commitment to ensure the community continues".

👉 We invite you to read this incredible full report to learn more about our history:

https://www.thespiritsbusiness.com/2026/04/elia-viramontes-on-jurame-mezcal-women-and-community/