From Fashion To Mezcal with Co-Founder of Don Sixto Mezcal, Maggy Gomez – S2 E1

Maggy and her family started their journey seven years ago into the Mezcal world. A family trip to Oaxaca city that led them by mistake to a small town 3 hrs drive uphill, Sola de Vega, land known for its exquisite Mezcal. 

Maggy gained her extensive expertise by digging a little deeper into the producers’ life. Together with her family they have accomplished to support a few Mezcaleros from the village. 

Her entrepreneurial spirit has kept the brand alive through the years, and her passion and devotion has helped the brand expand into new markets. 

Maggy is now based in Canada. She founded Coa de Jima Inc, an agency that represents Don Sixto Mezcal in Ontario, Canada. She believes that to have outstanding growth the mezcaleros and the agave farmers are as important as the marketing, importer, or distributors. 

Maggy graduated from the Fashion Marketing program in Toronto and graduated with a trend-forecasting and Haute Couture diploma in Paris. She achieved her bachelor’s degree in fashion design from Mexico.

Don Sixto produces 6 different types of Mezcals, which have proudly won national and international awards through the years . Starting with, Don Sixto Mezcal Coyote, winner of gold medal with 95 points in The 2022 Chilled 100 Spirits,  winner of gold medal with 95 points in  New York International Spirits Competition 2022, winner of gold medal and Top 99 Mezcal in CAVA Magazine in Mexico, and a few more gold medals from “The Academy of Mezcal and Maguey A.C.”

Mezcal Don Sixto Arroqueño, award winner of New York International Spirits Competition 2022. Don Sixto Mezcal Tobala, silver medal winner and Top 99 Mezcal in CAVA Magazine in Mexico 2022, gold medal winner  “The Academy of Mezcal and Maguey A.C.”  2019. Don Sixto Mezcal Barril winner of gold medal with 95 points in  New York International Spirits Competition 2022, and winner of silver medal from “The Academy of Mezcal and Maguey A.C.” Don Sixto.

Mezcal Mexicano winner of silver medal from “The Academy of Mezcal and Maguey A.C.” Don Sixto Mezcal Espadin  won silver medal in 2022 and 2019, from “The Academy of Mezcal and Maguey A.C."

Instagram:  DonSixto
Website:  Don Sixto Mezcal
Twitter:  @DonSixtoMezcal
Facebook: Don Sixto Mezcal
Pinterest:  Don Sixto Mezcal

Transcript

Avis: 0:10

Hey, there are beautiful people and welcome to Season Two and to another episode of That's How We Role. A podcast where I talk with motivating and inspiring women who are professionals, entrepreneurs, organization, leaders, artists, role models, mentors, and so much more .Today's guest is a mezcal expert, Maggie Gomez. Maggie is the founder and director of Coa de Jima Inc, the agency representing Don Sixto Mezcal, of which she is a co-founder. Don Sixto produces six different types of mezcals, which have won national and international awards throughout the years of its production. Maggie graduated from the fashion marketing program in Toronto. And graduated with a trend forecasting and haute coiture diploma in Paris. We can say that Maggie is a mezcal expert with a passion for fashion. So how did Maggie go from fashion to mezcal? Well, we're gonna find out that and a whole lot more as we welcome Maggie Gomez. Hi, Maggie. Welcome.

Maggy: 1:23

Hi, how are you?

Avis: 1:25

I'm great. Thank you. How are you?

Maggy: 1:28

I'm good as well. Thank you. I'm happy to be here.

Avis: 1:31

Oh, thank you. I'm so glad that you're here. How is the weather in Toronto?

Maggy: 1:36

So right now it's pretty sunny, so it's nice.

Avis: 1:40

It's hot here. So

Maggy: 1:42

it is really hot. I'm sorry.

Avis: 1:44

oh, okay. Yes. And I think the feel like temperature is like maybe in the triple digits, so yeah. But anyway, it'll be fall soon and then we'll all be saying, oh, wow. I wish I could go to the beach again.

Maggy: 1:57

yes, I know. We're gonna be like, oh, I missed summer.

Avis: 2:01

Maggy, I wanna talk to you about your accomplishments and being a co-founder of this mezcal company. I wanna find out what's the difference between mezcal and tequila questions that I hear people ask a lot. How did you come to be the founder of mezcal?

Maggy: 2:18

So it actually happened seven years ago. We were on a family trip to Oaxaca city. It was like my parents, my mom, my dad, my two brothers and me, we were going on a family vacation to Oaxaca city, but we got a little bit lost into like one of the towns and my parents, mostly my dad always had a passion for mezcal. So he was the one who was kind of like pushing a bit more mezcal into the family because he started with this like trend and wanting to know more about mezcal. So in that small town, we got redirected and then they send us like to a town where mezcal is produced the artisanal way. So we ended up meeting them a mezcaleros, so we just went through the flow and. Went to drive three hours uphill to Sola de Vega, which is a, a town where we produce our mezcal and we just got along, met different Mezcaleros, and then they all welcome us, like pretty nicely. And as they do, like normally in the, their tradition, like when you get to their, to, to their Palenque, which is Palenque is the name where the mezcal is produced. It's like the small factories that each producer has. They offer you mezcal all like all day. So it is really hard to keep them through the day. But you just, if you say no, they will just keep on pushing cuz they wanna make sure your jicarita, which is half of a coconut shell that they use as glasses. It's never empty. So just, and that's how I ended up getting involved into the mezcal world because of my dad who always had like this like kind of fashion for like mezcal, then reading the mezcal, we found a gap. Because no one of them were registered. So in order to call it mezcal and sell it as mezcal, the Mezcaleros need to be certified by P E M M A XX, which is the organizations that regulate mezcal in Mexico. So my mom, she has a PhD in Biochemist, which she achieved from the university of Duluth. So she is the one that helped them to get registered. She helped to, to be able to sell their mezcal in a bottle.

Avis: 4:45

So, so wait your mom, so your mom is a biochemist.

Maggy: 4:49

Yes.

Avis: 4:50

There's certain regulations that you have to go through in order to produce mezcal or to be a Mezcalero. First of all, there's just a whole lot of knowledge there. You went from fashion to mezcal. Your mother is a biochemist and I guess,. Okay, that's the natural progression of things is to, is to say, Hey, I'm gonna be a mezcalero now.

Maggy: 5:13

yes. I mean, we, we are not the mezcaleros. We worked with them. The way mezcal is produced is like the producers are always going to be the artists, the mezcaleros. The, the, the people who are from the town where the mezcal is produced and they have passed the knowledge from centuries. So they are the ones who are always going to be Mezcaleros and the producers. But with the knowledge of my mom being a biochemist, we help them to get their mezcal regulated to pass the norm.

Avis: 5:45

Wow. So now the other question is, and, and the reason that you are here is because this is the spirits industry, and there are a lot of men, this, this is an industry that, that is dominated by men. And for you. To be one of the founders of this company that has won national and international awards. Like, how are you met when you start talking to people? And when you started pitching the idea that you wanted to work in mezcal how did people react to you as a woman in this industry?

Maggy: 6:21

So to be honest, there is like the two types of people let's say that like the really old generations that are used to like talk to men to men. Like I've noticed that sometimes I am in a trade show and these, those people came to us and see me, and then they rather talk to one of my brothers or to my husband than actually asking me the questions about the mezcal even though sometimes. I will have more answers. like, I feel like lately the industry it's been opening much more and we can see more female leaders in the industry. So let's say all generations, like are kind of like having to open and adapt to the change because at least now I've seen like more girls bartenders. Female being ambassador of a brand. So right now it's like getting more and more open, but at least the first two years before, COVID it was a little bit like more restricted and you have to get used to, I mean, at least me, like I come from the fashion industry where I was used to work mostly with women. It was challenging just to show my point and know that I, I know... Even though, cause I also looked younger, so it was just like a combination of being a woman and looking younger. So like people like take me really serious.

Avis: 7:45

Yeah. They would look at you and say, how does she know anything about mezcal.

Maggy: 7:50

It's like, you don't know anything, but I, I, I do. And so when you start like having a conversation and answering their questions, and sometimes people also like in the industry know about mezcal, but they just wanna challenge you as long as you are okay. To be challenged it's it's fine.

Avis: 8:10

Right. Because you know your stuff. You know what you're talking about. And then also when you do the people that may have had that kind of looked at you, like, what does she know? So now they are going to get to, now they want to know more about what you're doing and then you become a trusted figurehead, I guess, is what I'm trying to say in, in their eyes.

Maggy: 8:32

Yeah, exactly.

Avis: 8:33

And, you know, you, you mentioned about at Bar Convent Brooklyn, when this event was, was going on, there were a lot of female ambassadors for the liquor companies out there. There were, there were still a lot of men, but the women were so on their game. They were amazing mixologists. They really brought a lot of things that women bring things and men bring things. And one is not, I'm not saying one is better than the other, but they brought a lot of stuff that men in, in a lot of cases that, uh, were just totally different from yeah. From the men. So, uh, I appreciate that.

Maggy: 9:07

Yes. I saw that and I think it, it is, it's really nice to see how the industry it's getting like more open and like more females are just like on their game. So everybody does their things differently and it makes it more diverse.

Avis: 9:24

This is a, a question that I know people are gonna ask the difference between mezcal and tequila, besides the mezcal, having a smokey taste, what is the main difference? And also the local stores in the area. When I was looking around, checking out mezcals to find out more about it, their local one in my area says, oh, you know, mezcals are really hot right now. He says I had to create a section of mezcals. Before you answer the questions about the difference. Have you noticed that people are really gravitating toward mezcals now? Maybe more so than before. And, and if so, how did this come about what do you think brought this on besides the pandemic? Cuz everybody was drinking a lot of stuff during the pandemic.

Maggy: 10:09

So yes, I am seeing really high, higher amount, uh, into mezcal than before, but I also think it is because people now are more conscious about what they're consuming. So mezcal. mezcal in general, it's a really artisanal process. It's kind of a mix of culture, history and like, even before the pandemic, people were gravitating more into being healthier into looking for more eco friendly or more like healthy small communities, like more local purchase. So, and there was like this trend of like buy local and mezcal kind of fall into this because mezcal, I mean, there is interest mezcal, but it's not as popular as our seasonal or central mezcal, which is made very, very handcrafted. So I feel like that's why also mezcal, it's getting more popular and also so many mezcals, well, mezcals are different, like from region to region and depending on the type of agave, also a lot of people are relating or comparing mezcal to wine. So now there is also like having, instead of having wine test, uh, tasting, they're having mezcal tasting or mezcal charits to appreciate the different flavor and aroma. So I feel like also this has been like pushing the demand of mezcal and making it grow.

Avis: 11:42

You know, that's maybe that, that is it. I mean, people that like wine, I mean, there are definitely gonna drink wine, but there are also, people that appreciate wine, but they appreciate other liquors and then they will want to try to find out more about them and know that they're tasting there. Are you, you said it right. There are a lot of tequila tastings. I have not been to a mezcal tasting and I, I must do that. What is the difference besides the smokiness, what is the difference between mezcal and tequila?

Maggy: 12:14

Actually all tequilas are mezcals, but not all mezcals are tequila. So let's just say. So actually tequila, it will be a type of mezcal, but it's called tequila because of their region. But if you make tequila or from blue agave, which is from the agave plant where the, where tequila is incubated in an other region, example, Oaxaca, then you will be able to call it mezcal instead of tequila. So that's one of the differences. Other it's also the process, but lately, uh, some of the tequila producers are also now producing tequila the same way as mezcal is produced. So they're making artisanal tequila and ancestral tequila, which changes the flavor as well and gives this like smokiness to it. So I will say like the difference between tequila and mezcal is mostly tequila is industrial. Mostly because now, because of the trend of mezcal, there are also tequilas made artisanal and ancestral, and also tequila has to be made in the tequila region to be called tequila. And it has to be made from the blue agave only. And mezcal. There are other type of agaves that mezcal is made.

Avis: 13:39

Don Sixto uses you have six different types of agave. So you have six different flavors of mezcal and your bottles are beautiful by the way, those, those bottles are stunning. The colors, the vividness of the colors, they are very recognizable. The agave. So let's go back there. So there's, so you have six different kinds of agave since I started researching and met you, I found out that there's 24 or are there more,

Maggy: 14:07

so there are 24, let's say 24 plus type of agaves where mezcal is produced from, but there are more than three, 300 of different type of agaves, but mezcal is produced from 24 plus type of agave.

Avis: 14:25

Is there a reason for that?

Maggy: 14:26

I'm not really sure to be honest, but I think those are like the, the agaves is more popular that are found in the mezcalero area and that's, I guess that's the reason why.

Avis: 14:40

All right. What did you do in fashion? And then just, how did you leave fashion or maybe you haven't left fashion to work in the mezcal business?

Maggy: 14:50

Well, like my whole career was, was within fashion. Like I did a bachelor's degree in fashion design. Then I did the throw that my bachelor degree was in Mexico, uh, in fashion design. And then I went for designing to Paris to do the trend forecasting in haute couiture. And then I did, uh, also diploma, um, here in Toronto about fashion marketing. Yeah. So one of my dreams, like when I was a kid was just like work in fashion and become a fashion designer one day. But as I grew up, I figured out that I like what I really liked more about fashion was kind of like, not, let's say, I mean, I love fashion. I love the trend, but I do not. It's not like I don't like to sew or to work as in the design department because I don't know. That's how I just switch. And then I see a rise with the mezcal. So I just started to just get involved more and more and more. And then my passion kind of led to it, to the mezcal. And like, I really like to, do

Avis: 16:00

You have a new passion now?

Maggy: 16:02

Yeah. So I still love fashion. It's still my passion, but I also love mezcal and I like, it's like, I got introduced to this industry, which is a great industry. It is a fun industry, also challenging with a lot of competition, but I also liked it.

Avis: 16:24

Well, speaking of competition, there are a lot of newly formed mezcal companies out there. People are always coming out with something new, but I wanna talk about your experience at the Vine expo. That was the first time that you were at the vine expo. So how was that? Yes. Again, you are a woman in the business. And there were a lot of women owned businesses there. There, there were more women that were behind brands at the Vine expo than I have seen in a really long time. So that was, that was great. So I know that here you have to deal with the men or when you go to represent your company and you are going to a board probably full of men and you as a small woman. One of the founders of this company, you just, you have a different, their outlook or their take on you is gonna be a little different. So you've, you've won them over 'cause now you're at the vine expo here in, at the Jacob Javits center in New York. And how was, how was your time there? How was the, the experience for you?

Maggy: 17:31

So to me, it was a great, great experience. It was the first time being on an international trade show. So for us, everything was new and talking me as a woman, it was great to see other women also like representing the brand, being the leaders, cuz a few of them were also like working, but one of them was the leader and they have a partner or working with someone else as well. So it was really nice to see all that. Uh, just as myself, it's just like an industry that you always have to keep the eyes open and you have to be careful who you fully trust. Cuz there is a lot of, maybe let's say scammers or people just like wanting to, they, they pretend like they're gonna purchase. But sometimes it doesn't happen. So it is nice and it, it you have to make sure that you also make friends, even if they are your competitors, it's okay to be friends. Like it's like, it's an industry. Let's say we have to be, we, we have to be friends of our neighbors. Even though sometimes we're gonna compete against each other. It's okay. Because that's how you also know reference about other people or about distributors that approach to you and they wanna purchase. Uh, so you need to know where to get your references, cuz that's important.

Avis: 18:56

It is it it's always good to network. You never know what information can be given that can, that can help your business and what you can give to help someone else's business. It is always good. Don Sixto, what's the, the overall umbrella of the company?

Maggy: 19:10

The company in Mexico, it's called Groupo Sixtra.

Avis: 19:14

Don Sixto debuted at Bar Convent, Brooklyn or BCB and Bar Convent brooklyn is a space where like bar and beverage, mixologists vendors and sellers, they all come together in industry city, in Brooklyn, in New York and they celebrate and educate and share and generate business opportunities. So it was going back to what you were saying before about knowing your neighbors. And it really is a great place to just to meet people and just to, to get your brand out there and to see other distributors, other people that that can distribute your product. What was your experience like this being the first B C B for you?

Maggy: 19:57

So at BCB, we have like different type of experiences, but, or a good day, let's say was the half of the second day. It was good. There, there were a lot of interest that in the mezcal and also cuz we were in the Park Street, Emerging Brands. It was like a close space. So we were able to also interact with our neighbors. And we also were able to see, like, there were also like other mezcal brands, like launching or like other adapt launching, which was good, is good. I mean, it's more competition, but means that the demand is rising, which is good. Um, a good thing to us as well.

Avis: 20:35

Okay. So you were in the emerging brand section. So that's where a lot of the people that's the first time that they have been, that, that they have attended bar convent, Brooklyn. So they were all there. There was an award ceremony. So I don't know whether or not you won any awards from bar convent, Brooklyn, but I do know that you do have an award-winning mezcal. So can you talk about some of, any of the awards that, that really put you at the top of the game?

Maggy: 21:04

Yes, actually, we won 95 points for the Chilled Magazine, which is a magazine that also that sponsored BCB, I think. So we, when we were, we are featured on the competition. They have it's called Chilled, 100, and, to me, it's a great achievement because we are Don Sixto. Don Sixto Coyote is displayed against celebrity's mezcal which we do not have that project , but it is nice that our quality brought us there. Thanks to mezcal quality is like how we got featured in there. So that's, that's like a great achievement.

Avis: 21:50

Wow. And what was the name of that award?

Maggy: 21:53

Uh, Chilled 100.

Avis: 21:55

Any other ones? You were in a competition in 2022, right this year?

Maggy: 21:59

As well. So we also enter into the New York, uh, international spirits competition, which we won as well. So also it is nice to see our mezcal because there is like so many mezcals that enter into the competition. Like from family own brands, celebrity-owned mezcals. And different mezcals. So we also won two gold medals, one with Mezcal Barril and another with Mezcal Coyote again, and one silver medal, one silver medal with, uh, Mezcal, Arroqueño.

Avis: 22:33

Oh, wow. So you're winning awards all over the place and I'm sure that you are not, you're not done with that.

Maggy: 22:39

Let's hope not. Let's hope not,

Avis: 22:42

let's hope not exactly. Now you, you are a young woman. There are a lot of young women out there that are, may be doing something that are, are, or are thinking about a business, something to do in business that maybe women don't do that they they're like, oh, I shouldn't do this. What advice do you have for young girls or young women or women that, that may want to just start something and maybe it, it is something that other women do. Maybe it's not a male dominated field, but what advice do you have for women that want to start anything, any business?

Maggy: 23:22

Just to do it, like, don't think it too much. Just do it. Sometimes we have, we think it too much and. Our own touch are the ones that are stopping us from doing something. It doesn't have to be, you don't have to have the perfect business plan or you don't even have to have a business plan. I mean, you can work through it. It's just, you have to start and then you will figure it out. I know. It's just like, I don't know. You made like, some people will, will not agree with my advice, but that's what I think, because if you spend too much time thinking about doing something, sometimes you ended up not doing anything so that, that will be my advice.

Avis: 24:06

Because you can kind of talk yourself out of it.

Maggy: 24:08

Yeah.

Avis: 24:09

You were very young when you moved to Canada and started this business and it's nobody's business how old you are, but you were, you were a young person doing, doing this. And so not only are you a woman, but you are a young woman and you, and you look very young, but you also have a baby. So you are doing all these things. You took your own advice, that you just gave, you took your own advice because you have a baby and it's, and it's a relatively new baby. I mean, it's a to, she's a toddler, but it's a new baby, nonetheless. And you were doing all these things. You have a support system. So it is important that we do have, uh, a support system. Because you wouldn't be able to do the things. If you didn't have the biochemist mom, I mean, you wouldn't be able to do certain things, but I believe that you would've anyway, it may have been more of a demand on you, but I believe that you would've done it anyway. So how has the business been with the young child and your husband is also in the business too, and you're in the business with your brother. So you are surrounded by the most, the closest people in your circle. How has that been raising the baby, raising your child with help from your husband and your family, but how has it been with the business as well? Women do it all the time, but I, I just wanna know how it is with your business.

Maggy: 25:36

So it's being honest. It's been a journey it's been fun and it's been challenging as well. Um, because it, it was. Just let's, it's not even after COVID because there is still COVID. So having to travel with like a toddler to all these trade shows it, it is challenging. The good thing is like, I always have the support of my family and because Don Sixto ,so, um, Mezcal, it's a family business project. So normally we all go to the trade show. So it's like when we go, my mom goes, my dad goes, my two brothers goes up and my husband, even though the last trip to Brooklyn, like half of the family cut up. So only three of us went. So I've been having to travel with my kid and it, it is not impossible, but it, it, it's important that you have a trusted circle as well and support because without, without the support of other people, it gets really hard and you have to learn to delegate. It is hard as well to delegate as like, uh, their boss, but you have to know how to delegate stuff because you can't carry all by yourself. It gets really hard. Learn to delegate and having a support circle. It is important to me. It's like my family that has always supported me. So that's how I've been able to just go and travel to the trade shows with my kid. And it's been no problem. As a day to day basis. Yes. Sometimes I have to wait until after nap time, just to reply to all the emails Um, and I have sometimes just to stay up a little longer, like up night, just to finish up working on something or planning something, which anyways, you do it while you go to your university. So , it, it is not like a big problem. It's just like you wanting to do something and finding the way to do it.

Avis: 27:38

So I was gonna ask you what motivates you and keeps you motivated? So I, I have to say, I'm sure you're a toddler keeps you very motivated and, and moving all the time, but is there anything in particular that, that, that motivates you that keeps you going and keeps you in a creative state of mind and a business state of mind?

Maggy: 27:57

One thing that gets me very motivated is to look back and see what we have achieved. Cause I remember that when we started, it was just a hobby let's say, cuz we never thought about getting so, so big or like going international when we started this project. So looking back and seeing where we started into where we are now, makes me believe that we can achieve more. And then maybe in some years, we're just gonna look back and see, oh my God, like we've achieved so much more. So this is one of the things that keeps me very motivated. And to know that I do have, uh, the support of, like everybody involved in Groupo Sixtra. And also another person that keeps me very motivated is my mom, because she also had to, as a woman, like, because she did all this back in the days, she went to France, learn French and did a PhD with three kids. And my dad of course,

Avis: 29:03

Wow. Yeah.

Maggy: 29:03

So that's how I was raised. And that's like my role model I saw when I was growing. So that's something like that's, that's why my mom is like a role model to me as well. And that's what keeps me motivated.

Avis: 29:18

So. Well, you and your mom are a role model and a motivator for, I think for all of us, I think that I, I definitely, for me, do you have any words of wisdom, anything that you want to leave people with or make people think about?

Maggy: 29:35

Just if you love what you're doing or if you love it, just do it because when, when something is your passion, Somehow and someday you will see results when you do something with passion.

Avis: 29:48

Passion is, is the key. You have a passion for fashion and you also have a passion for mezcal that's what makes you a mezcal expert? So thank you so much, Maggy for being here. Thank you so much for being on. I appreciate it. And if you wanna learn anything about Don Sixto mezcal, I will leave everything in the, in the show notes. I will tag Maggy. If you have any questions, I'm gonna put all the Instagram and, and Twitter, facebook, whatever you need to get in touch with Don, Sixto and Maggy and find out more about mezcal. I will put that information in. And if you heard something today that made you say, ah, please shoot me a DM. Find me on Instagram. That's How We Role. Find me there. Leave a message. Ask a question. You can find Maggy, Don Sixto and leave a question. We'd love to hear questions. And please, if you like the podcast, please like, subscribe and share it with your friends. Leave a review. I'd like that. Leave a review on Apple. I am everywhere. So Maggy, I just want to thank you once again for coming. Thank you for being here. Thank you so much for being here on the phone with me. I just love hearing about your journey. This is a fabulous journey for you and I just have the absolute best hopes and the very best wishes for you in your business and in your, in your pursuit of this mezcal passion.

Maggy: 31:20

Thank you. I was really nice to be here today.

Avis: 31:23

Listen, this mezcal is fantastic. Don Sixto look forward in your local liquor store and if they don't have it, you gotta, you gotta take, listen. find out where they've been because they need to try this mezcal. Thank you so much for being here, everyone. Thank you for tuning in.

Maggy: 31:40

Thank you.

Avis: 31:42

Thank you so much for taking the time to listen, checking out the podcast. Thank you for inviting me into your space. And until next time I hope you will continue to thrive, grow and be kind to yourselves and be kind to others.