Neta

Candido and Celso Garcia Cruz preparing the espadin for cooking 

History and Heritage of Neta Mezcal

Neta Mezcal is a brand deeply rooted in the traditions of Miahuatlán, a region in the southern valleys and hills of Oaxaca, Mexico, renowned for producing some of the finest agave spirits in the country. The name "Neta" is a colloquial Mexican term meaning "the real deal" or "the truth," reflecting the brand's commitment to authenticity and transparency in showcasing the work of small, family-run producers.

Founded in 2012, Neta emerged from a collaboration between Max Rosenstock, Niki Nakazawa, Mike Whipple, and later Yuskei Murayama, with a mission to bottle unique, small-batch spirits that might otherwise remain inaccessible outside their place of origin. The brand works closely with over 20 family producers, many of whom are part of the Grupo Productor Logoche cooperative in the village of Logoche, Miahuatlán. This region’s rugged terrain, diverse microclimates, and rich agricultural traditions contribute to the complexity of its spirits.

Neta’s heritage is tied to centuries-old mezcal-making practices. The producers use traditional methods—harvesting agave under the full moon, roasting piñas in underground conical ovens with local woods like mesquite and acacia, fermenting in sabino wood tanks, and distilling in copper stills. These techniques, passed down through generations, reflect a deep connection to the land and its biodiversity. Notably, Neta opts out of the official "mezcal" denomination of origin (DO) certification, labeling its products as "destilados de agave" to avoid bureaucratic costs and constraints on small producers, while still adhering to artisanal standards.

The brand’s focus on rare agaves (like Bicuixe, Jabalín, and Tepextate) and ensambles (blends of different agave types) highlights efforts to preserve the "gusto histórico"—the historic flavor profiles of Miahuatlán—while supporting ecological conservation and the livelihoods of local families. Since its international launch in 2019, Neta has gained a cult following for its dedication to quality and authenticity.