REWRITING THE STORY OF MEZCAL THROUGH WOMAN OWNERSHIP

Lucero is the Founder and CEO of Agamarga, a women-led social enterprise rewriting the story of traditional mezcal by making Maestras Mezcaleras visible and powerful. The venture preserves Ancestral and Traditional mezcal production while implementing innovative circular economy solutions to secure a sustainable future for the craft.

Lucero Velasco Agamarga | OaXACA, Mexico

PROBLEM

The mezcal industry is booming globally, yet the women who have safeguarded its craft for generations remain invisible and excluded from the economic value they help create. Although women represent a significant portion of agave–mezcal production in Oaxaca, they rarely own brands, access formal markets, or receive recognition for their mastery.

Solution

Women made, tradition Kept. Is uplifted through a model that centers women as the core of the brand, ensuring brand ownership and fair value for their expertise.

Agamarga IMPACT

Economic inclusion

Agamarga increases women mezcal producers’ income by 20–30% through a fair, traceable model that puts their names and stories on every bottle

-60% organic waste

Our biodigester reduces organic waste by up to 60% while generating clean energy and biofertilizer.

Awards

Mujeres Maravillosas by Fundacion Banorte

Recognized by Tecnológico de Monterrey (ITESM) as a ‘Socio Formador,’ hosting and training university students through its official social service program.

Speaker / Mentor for women-led initiatives

⁠Recognized by multiple NGOs for capacity-building and institutional strengthening