Bruxo began with a journey to Oaxaca in 2008, where the founders came to understand the true mysticism and power of the spirit of Mezcal, a spirit that has been made in Oaxaca for hundreds of years.
The accounts and statements in this site form the DNA of the Bruxo brand. These truths shape the brand and help to define its future direction.
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THE DECK
MOMENTS
LA HISTORIA
Bruxo began with journey to Oaxaca in 2008, where the founders came to understand the true mysticism and power of the spirit of Mezcal, a spirit that has been made in Oaxaca for hundreds of years.
Created by Maestro Mezcaleros following their own unique recipes and processes, Bruxo honors the authentic handmade process of Mezcal, celebrating the inherent sacredness of the spirit through its connection to culture, people, and terroir.
This site outlines the history of the Bruxo brand, the personality, and celebrated stories, and the distinguishing characteristics of the liquid itself.
Created by Maestro Mezcaleros following their own unique recipes and processes, Bruxo honors the authentic handmade process of Mezcal, celebrating the inherent sacredness of the spirit through its connection to culture, people, and terroir.
This site outlines the history of the Bruxo brand, the personality, and celebrated stories, and the distinguishing characteristics of the liquid itself.
Bruxo Timeline
2008
The first journey to Oaxaca.
2009
The second trip to Oaxaca to discover the first Maestros Lucio Morales and Teo Taurino (La Historia).
2010
The third trip to Oaxaca to meet Maestros #2-5. First Bottle sold in México in November.
2011
THE REGISTRATION OF THE BRUXO TRADEMARK.
2012
Selling Bruxo in Pujol 2012.
2013
Opening the European market 2013 (Venice Biennale). Lucio becomes a partner. Bruxo merges with Agave Capital. First 10k bottles are sold (in 10 weeks time).
2014
The first bottle is sold in the U.S (in NY). Rebranding of Bruxo.
2015
The creation of Receta inicial. Supply chain creation. Selling in the first chain.
2017
Bruxo is sold in all of Europe.
2018
Oaxaca Experience with French Bartenders. Harvard Social Impact Project. Launch of Bruxo X.
2019
First Oaxaca Experience with 100 people in Agua del Espino. Importation and Distribution agreement with Beam Suntory. Harvard Social Impact Project presentation in San Martin Lachila. Agave Bagasse project. First container of Bruxo is shipped.
2020
Available nationally in US. Community Reforestation Pilot Project in Agua del Espino. Bruxo’s Social and Environmental Impact Philosophy.
Stories
HISTORY CELEBRATED
THE BEGINNINGS OF BRUXO
It all started when Lem wanted to find the rarest, most unique Mezcal for his wedding, leading to a journey through Oaxaca with his friends in search of the perfect liquid. This ‘bachelor party’ ignited Santiago’s boundless passion, and the idea for Bruxo was born.
While Santi, Lem, and Roberto worked to build the reputation of their liquid in México City, Memo came onto the scene with Agave Capital offering the infrastructure and support to take the brand to the next level.
The founders’ vision has always been to highlight the local Maestro Mezcaleros by having each expression of Mezcal be made by a different master producer. Bruxo is committed to investing back into the local communities by elevating the role of the Maestro Mezcaleros above that of producers, making them partners in the brand instead.
While Santi, Lem, and Roberto worked to build the reputation of their liquid in México City, Memo came onto the scene with Agave Capital offering the infrastructure and support to take the brand to the next level.
The founders’ vision has always been to highlight the local Maestro Mezcaleros by having each expression of Mezcal be made by a different master producer. Bruxo is committed to investing back into the local communities by elevating the role of the Maestro Mezcaleros above that of producers, making them partners in the brand instead.
A PLATFORM FOR CHANGE
More than a range of unique mezcals Bruxo is a platform for positive change. The Bruxo platform elevates unique local craft, terroir, tradition and agave diversity – allowing people to journey into the deeper riches of the many layers of Oaxaca.
Connected and real, the Bruxo brand is deeply rooted in the purpose of bettering the lives of the Oaxaca people who work in the palenques. Realising the potential a palenque has to support and grow local communities is key to the local efforts Bruxo undertakes as part of the brand platform. Ultimately, Bruxo is a positive spirit of change that allows people to discover local traditions and flavours, while building local communities.
Connected and real, the Bruxo brand is deeply rooted in the purpose of bettering the lives of the Oaxaca people who work in the palenques. Realising the potential a palenque has to support and grow local communities is key to the local efforts Bruxo undertakes as part of the brand platform. Ultimately, Bruxo is a positive spirit of change that allows people to discover local traditions and flavours, while building local communities.
The Name
The Bruxo name pays tribute to the mystical nature and alchemy of the ‘Brujo’, the shaman. The ‘x’ in Bruxo denotes a sense of place, derived from Oaxaca and México.
The sPIRIT
Bruxo is about honoring the spirit of Oaxaca, the Maestro, and the alchemy of their land, people, and culture. The spirit of Mezcal is a celebration of friendship, culture, and people, as well as the diversity of the terroir and climate that have given birth to it.
The cOMMUNITY
Behind Bruxo is a movement for positive cultural and environmental impact and change. Driving initiatives like the Harvard Social Impact Project and the Reforestation Project that work to strengthen villages and communities, and help to preserve the natural ecosystems of Oaxaca.
People
BRIDGES & MAESTROS
The Founders Dream
'Elixir de los Terrenales'
BRUXO is the cultural guide to our Mezcal journey, sharing the spirit of Oaxaca, through the elixirs of its Maestros - the alchemy of their land, people and culture.
THE SPIRITUAL GUIDES TO OAXACA
The Cultural Guides Bridges and Enablers:
Santiago Barreiro Pacheco (‘Santi’)
Luis Eduardo Manrique Camacho (‘Lem’)
Roberto Brinkman Cámara
Memo Chávez (‘Memo’)
Luis Eduardo Manrique Camacho (‘Lem’)
Roberto Brinkman Cámara
Memo Chávez (‘Memo’)
The Spirits Maestro Mezcaleros:
Those that are able to transform the spirit of the land into the elixir.
Real people. Real places.
Real people. Real places.
The Cultural Guides
Bridges & Enablers
The Spirits
Maestro Mexcaleros
Place
OAXACA & MEXICO CITY
THE TIMELESS SPIRIT OF OAXACA
Oaxaca is the spiritual soul of México, renowned for the preservation of its indigenous people and culture, as well as the diversity of its terroir and climate.
As the agave plant takes 7 to 30 years to reach maturity, it is said that Mezcal is aged in Oaxacan life by earth, sun, rain, and fire, imparting the terroir and spirit of the land into the final product. This is true for Bruxo – a product of the rich Oaxacan earth, the sun, the water and the wood.
Mezcal has been made in Oaxaca for hundreds of years and is inextricably entwined with the culture and history of Oaxaca as a sacred spirit, and a celebration of friendship, culture, and people.
‘Bruxo’ means the Shaman, representing the wisdom of the maestros Mezcaleros, the rituals, the magic and the mysticism of Oaxaca.
As the agave plant takes 7 to 30 years to reach maturity, it is said that Mezcal is aged in Oaxacan life by earth, sun, rain, and fire, imparting the terroir and spirit of the land into the final product. This is true for Bruxo – a product of the rich Oaxacan earth, the sun, the water and the wood.
Mezcal has been made in Oaxaca for hundreds of years and is inextricably entwined with the culture and history of Oaxaca as a sacred spirit, and a celebration of friendship, culture, and people.
‘Bruxo’ means the Shaman, representing the wisdom of the maestros Mezcaleros, the rituals, the magic and the mysticism of Oaxaca.
THE MODERNITY OF MÉXICO CITY
Bruxo was first introduced in México City, the city that Santiago, Roberto and Luis all call home.
The founders initially hauled bulk quantities of their original liquid back from Oaxaca to México City. They filtered, bottled and sold everything themselves to friends and family. It wasn’t long before Bruxo began to generate some buzz in the México City scene.
At the time, Bruxo was the only Mezcal brand in México City and had to overcome challenges in the local perception of the liquid (including worms, hallucinations, myths, etc).
Bruxo was embraced by the people of México City as their local spirit, elevating the culinary and cocktail scene of the city. Today, Bruxo’s larger success is due to its initial success in México City.
The founders initially hauled bulk quantities of their original liquid back from Oaxaca to México City. They filtered, bottled and sold everything themselves to friends and family. It wasn’t long before Bruxo began to generate some buzz in the México City scene.
At the time, Bruxo was the only Mezcal brand in México City and had to overcome challenges in the local perception of the liquid (including worms, hallucinations, myths, etc).
Bruxo was embraced by the people of México City as their local spirit, elevating the culinary and cocktail scene of the city. Today, Bruxo’s larger success is due to its initial success in México City.
Liquid
House Style Liquid
SHARING THE SPIRIT OF OAXACA,
THE RICHNESS IN THE DIVERSITY
THE RICHNESS IN THE DIVERSITY
- Bruxo is earthy and subtly smoky, with mineral and floral notes ranging from delicate to complex.
- The liquid is all natural, created without additives or chemicals.
- Honoring the authentic millenary hand made agave spirit process of the local Maestros and their individual recipes.
Bruxo is a platform for individual, local mezcal making.
Each Maestro Mezcalero has their own terroir, their own agave and their traditions, leading to a series of unique Mezcal expressions.
There is no standard process, but rather many unique processes that are celebrated.
Each Maestro Mezcalero has their own terroir, their own agave and their traditions, leading to a series of unique Mezcal expressions.
There is no standard process, but rather many unique processes that are celebrated.
A Platform For Change
Experience
THE FIRST SIP
"Earthy & Complex without any burn"
The cultural references and rituals of Mezcal help us to understand and share the ‘Elixir’ that is the spirit of Oaxaca.
Bruxo is traditionally crafted for sipping and to be paired with meals in order to fully enjoy its aroma and flavour.
Bruxo is traditionally crafted for sipping and to be paired with meals in order to fully enjoy its aroma and flavour.
Personality
Personality & Behavior
SPIRITUAL
Mystical, cultured & deep
INQUISITIVE
Adventurous, curious & daring
GROUNDED
Respectful, sharing & connecting
The Bruxo Manifesto
