By Jacqueline Kehoe
In the sun-drenched highlands of Jalisco, Mexico, jimadores (artisanal agave farmers) still hand-harvest and ferment agave—a practice dating back thousands of years.
Today, though, some of the finest agave hearts are transformed into something brand-new: Mr. Sancho Pancho tequila, a premium spirit that “embodies a timeless craft with a forward-thinking approach,” says Ramon Perez Navarro, head of production and quality control on the brand’s Mexico side.
Through meticulous harvesting methods, sustainable practices and deep respect for tequila’s history, Mr. Sancho Pancho is elevating the once-humble spirit beyond the rail and back bar. “Every pour is a tribute to Mexican heritage,” says Michael Vaynshteyn, co-principal and managing director. “It’s a drink for those who appreciate the story behind the bottle.”
Below, explore how Mr. Sancho Pancho’s craftsmanship journey pulls from tradition while also defining the future of luxury tequila.
The Foundation: Agave Selection & Harvesting
Tapping Into Ancient Traditions
Deep in the volcanic soils of Jalisco, Mr. Sancho Pancho’s story begins with its most crucial ingredient: blue Weber agave.
“Our agave is exclusively sourced from family-owned, multigenerational farms that have been cultivating agave for decades, if not centuries,” says Boris Vaynshteyn, the company’s co-principal and president. “The cultivation of these agave plants is the bedrock of our heritage.”
Vaynshteyn says Mr. Sancho Pancho’s relationship with the agave farms of Jalisco is built on a deep connection to history and sustainability. “We ensure the future of this craft by partnering with families who uphold traditional harvesting methods passed down through generations.”
Skilled jimadores use hand-honed coa de jima, or agave-cutting blades, to hand-harvest each plant at its peak maturity (roughly seven years). The process ensures optimal richness in every piña, or agave heart.
For Vaynshteyn, working with family-owned farms is not just a business transaction—it’s a personal mission. “Our connection to these farms is as much about preserving history as it is about ensuring the future of tequila craftsmanship,” he says. “When you step into these fields, you feel the weight of generations of knowledge passed down through time.”
Cultivating Eco-Conscious Change
While steeped in tradition, Mr. Sancho Pancho’s approach to agave cultivation also focuses on instilling sustainability throughout the production process. The brand employs selective harvesting practices, for example, rotating agave plots to prevent soil depletion and enhance regrowth cycles. They’ve also partnered with local reforestation programs to ensure the longevity of agave fields.
“From our production processes to the way we source agave, every step of our journey is designed to minimize our impact on the environment and ensure the legacy of tequila production is preserved for future generations,” says managing member David “Supe” Locket. “It’s not just about having a great product. It’s about doing it responsibly—partnering with local farmers, ensuring fair trade and fostering a movement toward sustainability in the industry.”
The Transformation: Aging & Maturation
Distilling With History In Mind
Once harvested, Mr. Sancho Pancho’s agave piñas are slow-roasted in stone ovens, a delicate process that enhances agave’s natural flavors. The brand’s master distillers oversee the spirit’s journey, refining each drop into a history-honoring iteration.
Blanco is made using ancient Mesoamerican fermentation techniques and remains unaged, preserving the purest agave flavor. Reposado rests for eight months in French and American oak barrels. Añejo is aged for up to three years.
Merging Tradition And Tech
Each expression represents a fusion of old and new. “Our dual-barrel aging process—including both French Limousin oak and American whiskey barrels—results in a unique complexity that speaks to the heart of our craft,” says Navarro, who oversees distilling in Mexico.
Innovative tools add precision to the distillation process, Navarro explains. “Our climate-controlled cellars and advanced Brix measurement technology are key to ensuring that each batch is meticulously crafted,” he says. “The goal is to respect the past while embracing new methods that elevate our tequila.”
The Vessel: Bottling & Design
Honoring Mexican Artistry
Each ceramic bottle of Mr. Sancho Pancho tequila features hand-painted details inspired by traditional Talavera pottery, an ancient art form dating back to 16th-century Mexico. Just like tequila, Talavera tells a story of land and labor—how Mexico’s fine clay soils develop into world-class craft. “When you drink our tequila, you’re not just sipping a spirit—you’re experiencing a masterpiece,” says Michael Vaynshteyn.
Creating Indulgent Experiences
Staff say Mr. Sancho Pancho is pioneering personalization and “experience-driven consumption” in the ultra-premium tequila space, too, offering engraved, limited-release bottles for high-end collectors and creating spaces for the culture of tequila to thrive—and change.
“Our tequila isn’t just about the product; it’s about the experience,” says Karen Avanesov, managing member. The Mr. Sancho Pancho team hopes to elevate how people experience premium spirits by offering exclusive tequila releases to first-class venues and luxury hospitality spaces globally. “Whether it’s an intimate gathering or an elite venue, we believe in creating unforgettable moments with every sip,” says Avanesov.
The Sip: Taste & Sensory Journey
Maintaining Traditional Character
Refined palates might recognize the old-world philosophies of Mr. Sancho Pancho: terroir-driven flavor character that showcases the agave’s life story with richness, texture and complexity. Local master distillers, or tequila maestras, oversee the double-distillation process, resulting in a spirit that sings authentically of its origins while exceeding the expectations of today’s high-end tequila connoisseurs.
Innovating With Flavor
“Our goal is to raise the bar for tequila,” says Avanesov. “It’s not just about offering a premium spirit—it’s about elevating industry standards for taste and artisanship.”
In keeping with this vision, the brand does not use additives such as caramel or oak extracts. Instead, it offers 100% pure agave tequilas that preserve the integrity of the agave’s natural sweetness and flavor.
The Future: Blending Authenticity, Expertise & Excellence
As the company evolves, its work will continue to draw from local expertise, protecting generations of Mexican craftsmanship, says Antonio de Jesús Contreras de la Torre, a managing member based in Mexico who helps ensure that every step of the production process, from agave selection to distillation, remains faithful to traditional practices while integrating modern methods.
“The tequila industry is deeply ingrained in Mexico’s cultural heritage,” he says. “We believe in sourcing from small, family-owned farms, ensuring that every bottle is a true representation of the land and the people behind it.”
This is what inspires the Mr. Sancho Pancho team to write the future of luxury spirits. “We are here to create something that’s not just about tequila,” says Navarro. “It’s about setting a new standard—one that honors the past while embracing the future.”
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