Suggestions
Rafael Shin
Founder at Agua Mágica Mezcal
Rafael Shin is the founder of Agua Mágica Mezcal, a premium mezcal brand launched in May 2021.2 Here are some key details about Rafael Shin:
Background and Education
Rafael was born in Seoul, Korea, but moved to Mexico City when he was one year old.3 He considers himself Mexican, having grown up there. Rafael received his education from:
- Instituto Tecnológico Autónomo de México (BS in Economics, 2000-2005)1
- University of Pennsylvania - The Wharton School (MBA, 2008-2010)1
Professional Experience
Before founding Agua Mágica, Rafael had a career in finance:
- Senior Analyst Food and Beverages Latam at Morgan Stanley (2016-2019)1
- Lead Research Analyst - Retail and Food & Beverages at BTG Pactual (2010-2016)1
- Associate at Credit Suisse (2005-2008)1
Founding Agua Mágica
Rafael's connection to Oaxaca, where he had been traveling for over 32 years, inspired him to create Agua Mágica.2 He spent two years developing the brand, including:
- Meeting 80-90 mezcal producers in Oaxaca
- Tasting numerous mezcal expressions
- Conducting market research with friends and bartenders in New York City2
Rafael raised over $3 million from friends and family to launch the brand.2
Brand Mission
Agua Mágica aims to:
- Preserve Mexican culture, specifically from Oaxaca
- Educate consumers on mezcal heritage and traditions
- Empower local entrepreneurship in Oaxaca
- Redirect the growth of mezcal to benefit local communities23
The brand partners with Maestro Mezcalero Rogelio Juan Hernández, a 5th generation mezcal producer from San Juan del Río, Oaxaca.4
Highlights
GARDENHEIR, born in Upstate NY, has redefined the modern gardener's style, inspired by a deep love for gardens. We see mezcaleros as the master gardeners of their mezcal fields, and we love creating unexpected collaborations that result in beautiful products. We hope you enjoy this limited-edition mezcalero hat.
Here's the link to learn more - https://lnkd.in/gBw9QrSy
MEZCALONOMICS 101
Did you know mezcal is one of the most expensive spirits to produce globally?
Can you guess which one is the cheapest? Vodka
Why is mezcal so expensive to produce?
-
Agave prices: Agave plants, the heart of mezcal, take at least 7 years to grow—some even up to 25 years. This makes agave significantly more expensive compared to other raw materials like grains, which grow annually. Prices for agave are also highly cyclical, adding another layer of complexity.
-
Labor intensive: Mezcal production is deeply artisanal, involving intensive manual labor from start to finish. From cooking the agave to extracting sugars, fermenting, and distilling, every step is done by hand. Strict mezcal regulations prohibit any industrialization, unlike tequila.
-
Lower yields in artisanal process: It takes roughly 10 kgs of agave to produce just 1 liter of mezcal, while more industrialized spirits like tequila use only 3 kgs per liter. Most of the savings come from the sugar extraction process and accelerated fermentations.
What’s your take on the rising popularity of mezcal? Do you think its artisanal nature justifies the cost?
