We had the good fortune of connecting with Alberto Ochoa and we’ve shared our conversation below.

Hi Alberto, what is the most important factor behind your success?
Firme Mezcal’s vision is to be a world recognized spirit brand. Our approach to the brand is to connect with the Chicano/Mexican/Latino American consumer and all that enjoy drinking great mezcal. We are true to what we believe. We work with local southern California Chicanos/Mexican/Latinos to empower them and grow our network. The founder of the brand and the stakeholders have grown up in souther California and are part of the Chicano/Mexican/Latino group. The passion we have for our people and the love we have for mezcal can be tasted in everyone of Firme Mezcal’s bottles.

The consumer of our product can see and feel the power of the Chicano/Mexican/Latino American in every bottle and in our marketing campaigns. Mezcal lovers can also enjoy a great artisanal product made by hand by proud Oaxacan hands.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
I am an entrepreneur by nature. I always had big dreams of owning my own businesses. From my humble beginnings as a photographer at soccer games, to my own Mexican food restaurant, to becoming a bar owner, to starting my own spirit brand, to eventually owning an import company. Every one of these stages in my entrepreneur career have been hard. I have been fortunate to have a great wife and family that supported me in every of my endeavors.

The hard labor and sweat still drips down my forehead in all aspects of my businesses. I have never assumed that things would be easy and have always approached it from a perspective that hard work and sacrifices have to be made to be were I am at.

The lessons I have learn in this journey have been plenty. Some have been harsh and difficult lessons while others have been rewarding and appreciated. For every bad experience I have had, I can attest that I have made a positive equivalence. These positive experiences and connections I make with people is what keeps me going.

My story is that of a hard working, dream fueled Latino that cares about his family and for his people. I am all about empowering those that surround me and empowering my people: mi gente from my beloved Mexico and mi gente from my beloved US of A.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Phoenix is one of our best markets in AZ, I would highly recommend a visit to Barcoa, we feel Barcoa as a second home away from home, the owners have really embraced us and have always showed great support for Firme Mezcal, big shoutout to David Tyda, Ryan and Grantt.

As a SoCal native, I can recommend so many places but one of my favorite areas to hang out, eat, drink, and great night life to party in is Downtown Fullerton. Downtown Fullerton has history for the Chicano/Mexican/Latino people. It’s a college town that has a fresh ambience. One of my favorite places to get a drink and get a good bite to eat is Revolucion Cantina and Mezcaleria in Downtown Fullerton. Here one can have the best from south of the border and the local vibe. Tacos, burritos, cafecito, tequila and mezcal are pour on the daily with some good cumbias, bachatas, corridos y bandas for all to get down.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I would like to give a shout out to all the team members and stakeholders involved with Firme Mezcal. The list of people working and supporting the brand grows every day and I am humbly thankful for their efforts and dedication but the people that have been there since the initial stages and are still actively producing, creating, and managing things for the brand and are invaluable and infinitely appreciated. These people are:
Jorge Mendez- Master mezcal maker. He is the maker and producer of the spirit. Jorge works with a great team of local people from Oaxaca that we honor and respect for their hard work, dedication, and devotion to the craft and spirit.

Daniel Ochoa- Director of Mexico operations and management. Daniel is the man that moves and organizes all of the Mexico operations and manages things for Firme Mezcal. His organizational skills has Firme Mezcal ready for the American market.

Bruno Lopez- Director of marketing and branding. Bruno is the brainchild of the brand and marketing. His creativeness and visionary approach has created an everlasting brand.

To one of my mentors: Jim Riley. Jim has shown me the ropes in the import business. His wise words always inspire me and drive me to great things.

And most important to my wife: Elizabeth Ochoa. Eli has been there by my side in all ups and downs and pushes me to be better. Her support, patience, and love has no end and I am forever in debt to her.

Website: www.firmemezcal.com

Instagram: firmemezcal

Image Credits
Juan Carlos Martinez

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