It started in 1998 with two college friends, Danny Schneeweiss and Moy Guindi. Danny and Moy saw amazing things happening in the creative scene of Mexico City. All around them, they saw new expressions of international sophistication, youthful energy and passionate creativity. Everywhere except tequila.
Tequilas had become one-dimensional caricatures of tradition, or calculated celebrity-driven business ventures, devoid of creativity and truth. Danny and Moy wanted a tequila that bridged two worlds – the deeply rooted integrity of traditional tequila, and the vibrant, creative culture of modern Mexico City.
To realize their vision, they found Pedro Juarez, one of the most recognized Master Distillers of Mexico. A virtuoso of tequila with a career spanning over 35 years, Pedro previously worked at a large, multi-national distiller, where he found himself constantly pressured to cut costs.
He felt his craft was getting lost in a relentless corporate drive for efficiency that left no room for creative expression. He saw Danny and Moy’s vision of a new approach to tequila as an opportunity to return to the true art of tequila excellence.