Today we’d like to introduce you to Hernan.
Hi Hernan, thanks for joining us today. We’d love for you to start by introducing yourself.
My name is Hernan Fernando, born in Tlacolula de Matamoros, a small town just 25 minutes south of Oaxaca City. Tlacolula is known for its traditional Sunday market, its delicious local cuisine, and the stunning 16th-century baroque-style church. My mother and grandparents raised my five siblings and myself in a modest and humble home made of adobe, which they built themselves. Despite surviving many storms and earthquakes over the past 50 years, the house still stands, a testament to their strength and resilience.
At 17, I moved to Mexico City to study Engineering but one summer while visiting my family in Oaxaca, I noticed how hard my mother, Zoila, struggled to raise five children on her own after my father left. As the oldest and now an adult, I felt the responsibility to step into financially supporting the family. So, I made the tough decision to leave everything behind and move to the United States.
Immediately after arriving in Los Angeles, I started working as a dishwasher at the popular restaurant chain, PF Chang’s. Then, I worked my way up through the kitchen ranks to become a line cook. Although I aspired to be a chef, my immigration status at the time prevented me from advancing. Soon I realized that working in the front of the house offered better pay with less physical strain, I decided to pursue a job in the front of the house.
By 2008, I was working as a barback in several bars around Santa Monica. And that’s when I met four of my best friends and future business partners. We formed a strong bond from the very start. After working hard for four years and saving every penny, in 2013 we finally opened our first restaurant, Cinco, in Westchester. The concept was based on Oaxacan cuisine inspired by my mother’s and grandmother’s recipes, paired with quality agave spirits and craft cocktails. A few years later, we opened a second concept just across the street “The Manchester”.
In 2022, I made the hard decision to part ways with the restaurants and start my own venture. Launched Hijos de Zoila Mezcal, a brand that honors my mother and grandmother, and their story. It’s also a tribute to all the strong women out there.
Hijos de Zoila Mezcal is made from 100% Maguey Espadín (Agave Angustifolia) in San Luis del Río, Oaxaca. Located about three hours south of Oaxaca City at an elevation of 1,500 meters. Due to its proximity to the equator, the region enjoys plenty of sunlight and high temperatures, making it ideal for growing maguey.
Partnered with the Nolasco family, old friends of ours, to produce the mezcal. The Nolasco brothers—Xavier, Abel, Rene, Omar, and Pablo—are fourth-generation maguey growers and mezcal makers. Their hometown, San Luis del Río, has only 600 residents. And our palenque (Distillery) is located by the riverbank, just 15 minutes from the center of San Luis del Río. A rustic, charming place with tin roofs, nestled in lush vegetation. At our Palenque, we take great pride in using traditional artisanal methods passed down through generations to craft our mezcal, ensuring that every step of the process reflects a deep connection to the land, the culture, and the craftsmanship that define this ancient spirit.
The journey begins with the piñas—the hearts of the agave plant—carefully selected for their ripeness and optimal sugar content. We cook these piñas in an underground concave oven, a technique that has been used for centuries. The oven is lined with volcanic rocks, which retain heat and evenly cook the agave, imparting rich, earthy flavors that are unique to our region. To fuel this traditional cooking method, we source only local mesquite and oak wood, which contribute distinct smokiness to the mezcal, infusing it with the character of the land. Once the agave is cooked to perfection, we move to the next stage: crushing the piñas. Rather than relying on modern machinery, we use a tahona—a massive, stone wheel that has been a hallmark of mezcal production for centuries. The tahona is pulled by mule or horse, slowly grinding the cooked agave into a fibrous mash. This process ensures that we extract all the precious sugars, which will later be transformed into the complex, flavorful notes found in our mezcal. Fermentation is a crucial step that requires patience and careful attention. Our agave mash is transferred to open-air fermentation vessels, allowing the wild yeasts from the environment to work their magic. This natural fermentation process takes between 7 to 9 days, depending on the climate. The region’s warm temperatures play an important role, speeding up the fermentation and contributing to the rich, full-bodied flavors of the final product. Finally, the mezcal is distilled in copper pot stills—or alambiques—which help refine the spirit while preserving the essential flavors created during the previous stages. The copper stills are carefully maintained and monitored to ensure that the mezcal’s aroma, flavor, and texture are balanced and harmonious. Each step in our process is designed to honor the artisanal tradition of mezcal-making, blending age-old techniques with an unwavering commitment to quality. The result is a mezcal that tells the story of the land, the people, and the craftsmanship behind it—an authentic spirit that’s truly one of a kind.
Art label for Hijos de Zoila was designed by Reyes, a talented artist from the Sierra Mixe region in southern Oaxaca. Reyes grew up in a small town and later moved to Oaxaca City, where he discovered his passion for painting. He went on to study at the London School of Art and became internationally recognized. He also published over 30 books and worked in London, Berlin, and Vienna. In 2015 during a trip to Oaxaca, I met Reyes while he was selling his paintings on the sidewalk. We bonded over the love for art and culture, and I promised him that one day we would work together. Six years later and during the pandemic, it was the right time to finally have him create artwork for Hijos de Zoila mezcal. Sadly, this was one of his last paintings before losing his eyesight due to his personal health issues.
Hijos de Zoila Mezcal is distributed by ACS Beverage, a family-owned company that focuses on artisanal spirits. It is available throughout California.
I am very proud of my roots, the rich culture, and the traditions that have shaped me to the person I am today. With honor, I am committed to passing on these values to future generations.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Many of the larger and commercialized brands are sending the wrong message to consumers by watering down mezcal and cutting corners during production. This not only compromises the quality of the product, but it also undermines the centuries-old traditions that have defined authentic mezcal-making. These shortcuts, such as using water or other destilates to dilute the spirit, are a stark departure from the ancestral methods that have been carefully preserved by small producers.
As a small independent brand we face a tough battle. Because in an industry dominated by these mass-produced industrialized companies. These brands often use methods that closely resemble tequila production, stripping away the rich cultural heritage that makes mezcal unique. Competing with them is difficult, especially when their products are sold at a much lower price point due to economies of scale and cheaper production methods.
Moreover, many of these big brands are owned by celebrities, multinational corporations or well-established tequila companies, which have substantial financial backing. This gives them a significant advantage in marketing, distribution, and pricing—making it even harder for smaller brands like mine to reach consumers and grow sustainably.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
Hijos de Zoila Mezcal is a small family-owned company based in Los Angeles. we craft artisanal mezcal.
Let’s talk about our city – what do you love? What do you not love?
For me, being an entrepreneur isn’t just about running a business—it’s about making a real difference. I’m passionate about supporting the families in Oaxaca and giving back to the community. What drives me is the opportunity to share the true story of mezcal—how it’s made, who makes it, and what it represents. Real mezcal is more than a drink; it’s an art form, a tradition that’s been passed down through generations, and I want to make sure people understand and appreciate that.
Also, I love connecting with people. It is the personal connections that make this journey so rewarding. I enjoy listening to people’s comments when they taste something truly authentic, and I love being able to share the stories behind each bottle. These are some reasons that I take pride in this kind of work. Not just building a brand, but to build a bond between the people who make the mezcal and those who enjoy it.
At the end of the day, my mission is simple:
To promote and connect the rich heritage of Oaxaca and mezcal, and to create something that honors tradition while supporting local families.
It’s about keeping our culture alive and sharing it with the world in the most genuine way possible.
Contact Info:
- Website: https://hijosdezoilamezcal.com
- Instagram: hijos de Zoila. Mezcal
- Facebook: hijos de zoila mezcal
- Other: Hijos de zoila mezcal (tik tok)
