THE ORIGIN OF MILAGRO
It started in 1998 with two college friends, Danny Schneeweiss and Moy Guindi. Danny and Moy saw amazing things happening in the creative scene of Mexico City.
All around them, they saw new expressions of international sophistication, youthful energy and passionate creativity.
Everywhere except tequila.
Tequilas had become one-dimensional caricatures of tradition, or calculated celebrity-driven business ventures, devoid of creativity and truth.
Danny and Moy wanted a tequila that bridged two worlds — the deeply rooted integrity of traditional tequila, and the vibrant, creative culture of modern Mexico City.
For Pedro, our Master Distiller, creating a modern tequila didn’t mean abandoning tradition, it meant making full use of it — starting with the agave itself. He insisted on using 100% blue agave harvested only in the Jalisco Highlands, where the finest, sweetest blue agave in the world is cultivated.
To extract all the nuances of this precious agave flavor, Pedro employed a centuries old cooking method — using traditional, hand-built, brick ovens to slow roast his agave piñas for a full 36 hours. This process is analogous to slow cooking in your own kitchen – it’s the way to get the most flavor from the ingredients.
After they slow roasted the piñas, they then shredded and pressed to extract the sweet agave juice. This agave juice is then placed in stainless steel tanks where the sugar is converted into alcohol. Half science, half art, the fermentation process is closely monitored by our tequila artist, Pedro.
Pedro’s next step was something new. Most people distill tequilas using one kind of still – for Milagro, Pedro uses two completely different types of stills.
First, a pot still to retain the vibrant, mouthwatering flavors of agave. Then, a column still to impart an absolutely exquisite smoothness that compares to the finest white spirits in the world.
It was a different way to make tequila, one that Pedro had been testing and refining in his head for years. When Danny and Moy tasted it, they enthusiastically proclaimed “¡Es un Milagro!” (It’s a miracle!)
Tequila only gets better with time. Milagro Tequila ages all of our reposados and añejos. And unlike most tequila producers, who don’t age silver tequilas, we age our Select Barrel Reserve Silver as well.
Every element of Milagro Tequila proudly reflects Danny and Moy’s vision of a tequila that embodies the creativity and self-expression of modern Mexico.
Moreover, the organic forms of Mexico City street art inspired our logo.
In addition, our tall, we design sleek bottle with the flowing lines of modern sculpture.
Furthermore, we handcraft our Select Barrel Reserve bottles. Moreover, it includes a detailed sculpture of the agave plant, each of which is unique.
Moreover, we continue to collaborate with Mexico City artists to create murals and other communications for our Milagro Tequila.