After falling in love with mezcal and realising at the time the selection within the UK was slim, Sin Gusano creator Jon decided to leave his career behind and start a new one evolving around education in mezcal!
The false idea that mezcal always has a worm in the bottle started out as a marketing gimmick back in the 50s and so he called his new venture: Sin Gusano or ‘without worm’ which is also to be synonymous with ‘no gimmicks’.
It began as a pop-up mezcal tasting room with offerings from what Jon would be able to pack in a suitcase and bring back from Mexico.
Over the years Sin Gusano has grown and is now importing rare, very limited edition distillates; has a fantastic subscription club called MAS or Mezcal Appreciation Society; and retailers of their distillates and tasting flights.
Jon spends a lot of time in Mexico meeting producers who he can work with and has now for a while worked with Nicolas in Miahuatlan, who experiments with small batch ensembles of different agave species.
Jon says that for him a major part to starting the business was to try and work with agave spirits in a broader way than ‘just buying and selling a product at the most competitive prices possible.’ From the beginning Sin Gusano has operated a ‘giving back’ programme which is in its essence a profit share with 10% of profits going to SACRED, which funds sustainability projects.
He’s also partnered with an agave sustainability project in Oaxaca run by Rezpiral Mezcal who take agave seed donations from a region rich in a certain species to cultivate them until they are ready for transplanting in another region. A great way to help keep diversity alive in regions where agaves have been over harvested.
I highly recommend signing up to MAS here: SIN GUSANO and delve deep in to the rabbit hole of mezcals beauty, diversity and culture.