Our Story
The story of Victorioso Mezcal is deeply rooted in the legacy of the Sernas family—a lineage of mezcaleros who have fought to preserve the purity of mezcal for over three generations. Their journey is one of passion, resilience, and unwavering dedication to authentic mezcal-making, a craft passed down from father to son in the heart of Santiago Matatlán, Oaxaca.
A Legacy Born in the Agave Fields
The Sernas family’s mezcal journey began in 1927, when Eugenio Sernas Sr. planted his first agave fields, laying the foundation for what would become one of Oaxaca’s most respected mezcal-producing families. By 1955, he had established one of the first five registered palenques in Oaxaca, helping shape the artisanal mezcal industry.
The Fight to Preserve True Mezcal
As mezcal gained recognition beyond Oaxaca, industrial producers sought to exploit the craft, using sugars, artificial flavorings, and shortcuts to speed up production. These methods threatened to erase centuries of tradition, turning a sacred spirit into a mass-market commodity.
One man refused to stand by and watch mezcal lose its soul.
Juan Sernas’ became a legend—not just for making mezcal but for protecting it. He instigated and financed riots to form a union dedicated to preserving mezcal’s purity, leading a battle that lasted several years. His defiance of corruption made him a target of powerful interests, leading to three assassination attempts by the police. Despite the threats, he stood firm, fighting for the future of true mezcal.
In 1972, his efforts culminated in a historic mezcalero strike, documented at the Museum of Mezcal. Together with fellow producers, including Don Bernardino Jiménez and Prisciliano Mateo, Juan Sernas organized a two-month-long protest in Santiago Matatlán, blocking distribution to intermediaries and adulterators. Their goal was clear: to prevent the industrialization and adulteration of mezcal by producers who added sugars, artificial accelerators, and cane alcohol to increase profits.
Their movement gained momentum, drawing in mezcaleros from San Dionisio Ocotepec, San Juan del Río, San Luis del Río, San Baltasar Guelavila, San Baltasar Chichicapam, El Camarón, and Totolapan. This unified resistance paved the way for better oversight and regulation, ultimately influencing the establishment of Mexico’s official mezcal standards (NOM) in 1994.
Honoring the Past, Shaping the Future
Today, his grandson, Eugenio Sernas Jr., carries forward the Sernas family legacy with Victorioso Mezcal. He remains committed to the values that his ancestors fought for—quality over quantity, tradition over shortcuts, and purity over profit.
Our mezcal is crafted with the same respect and dedication that has defined our family for generations. Every bottle is made the way our ancestors would be proud of—hand-harvested, slow-roasted in earthen pit ovens, fermented with wild yeasts, and double-distilled in copper stills. Nothing is rushed. Nothing is compromised.
Victorioso: A Name That Honors Resilience
The name Victorioso is more than just a brand—it is a tribute to the victories of the past and the triumph of tradition over time. It represents the Sernas family’s unwavering dedication to keeping mezcal pure, authentic, and deeply connected to its roots.
With every sip, you are tasting not just the richness of Oaxaca, but the spirit of those who risked everything to protect mezcal.
A Tradition Three Generations Strong.
A Spirit That Stands the Test of Time.
This Is Victorioso Mezcal.