Exclusive Interview with Mr. Diego Martinez de Silva, Co-Founder of Destileria Espiritus del Norte, Monterrey, Mexico

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Exclusive Interview with Mr. Diego Martinez de Silva, Co-Founder of Destileria Espiritus del Norte, Monterrey, Mexico 

Q: Please state your full name, title, company name and company location.

Diego Martinez de Silva, Co-Founder, Destileria Espiritus del Norte, Monterrey, N.L. 

Q: When people think about distilled spirits from Mexico, they are likely to gravitate towards tequila, mescal or sotol. Why then, did you start a distillery in Northern Mexico, to produce rum?

We agree that the first thing that comes to mind when you think about Mexico is tequila. Also, mezcal is getting momentum and the world is turning their heads towards it but what no one notices is that Mexico is one of the biggest sugarcane producers and of high quality molasses. We want to take advantage of that situation by producing a high quality rum that is could be recognized all around the world. We want people to see Mexico as a great spirits producer and with the creation of PIXAN we think we are approaching that goal.

Q: What are some of the challenges associated with producing rum in Mexico (for example climate, government obstacles, availability of barrels, sourcing molasses, etc.)?

The major challenge we face is the insignificant reputation that Mexico has as a rum producer. Unfortunately there aren’t many Mexican rums out there, so people are getting surprise and they don’t expect much from the Mexican rums, but we are trying to change that perspective.

Q: What rums are you currently producing and/or planning to release soon?

We are producing the premium rum PIXAN 8 AÑOS but we are planning to add other products in the future, the next product that we expect to release soon is the super-premium PIXAN XV which we want to have it before 2018 ends. We are focusing on premium hand-crafted rums. 

Q: Where does the name “Pixan” come from and what is its correct pronunciation (you can also talk about the inspiration behind the brand)?

PIXAN (pronounce “pea-shan”) is a Mayan word that means “spirit that gives life,” we think this is a great name for our rum because it envelops everything we want to achieve with it. We think PIXAN is a unique rum that has its own personality and character like something you never tried before. Also, we try to involve the Mexican culture with the name, the Mayans use to live in the south of Mexico and Guatemala, so we think it is a big representative for the Mexican culture. This word is used a lot in the “Día de Muertos” festivities to honor our ancestors.

Q: Where are your rums currently distributed?

We are distributing right now just in France, but we are looking to expand the brand in other cities of Europe and Asia. We are not currently looking for the Mexican market because we want to be recognized by the most demanding countries first, so we can come back with a known premium rum.

Q: What has been the reaction of consumers and distributors when you’ve approached them with your rum (in and outside Mexico)?

Well, the first reaction they have is a bit of doubt and surprise, because they don’t expect a rum from Mexico they expect for us to bring the tequila or mezcal, but after they taste it their reactions is just surprise because they liked it and didn’t expect that from a Mexican rum, maybe because of their previous experiences.

We participated in the Paris rum fest last year and it was a success because everyone was amazed by PIXAN, no one was expecting this flavors from a Mexican rum. Also, we participated in the International Madrid Rum Competition and won the silver medal in the category of rums between 7 and 10 years old. 

Q: Do you offer tours of your distillery, as well as tastings?

At the moment we are not offering tours to our distillery because we are upgrading our facilities and changing to a better accommodation.

Q: What is the best way for people or companies to reach you?

They can reach us at info@rumpixan.com or you can contact me directly at dms@rumpixan.com 

Q: Is there anything else you’d like to share with our readers?

Just that we are a hard working and proud Mexican premium rum producer that is working to bring special and unique products to everyone so that you can taste what we in Mexico can do. I invite everyone to look for us in Facebook and Instagram at @rumpixan.

Thanks to "GOT RUM?" for making this interview and being interested in us!

Margaret:  Again, thank you so much for this interview and I wish you and your team much success in 2018 and the years to come.

Cheers!

Margaret E. Ayala 

Luis and I have a very special place in our hearts reserved for Mexico. Not only because Luis was raised there, in the middle of wine and brandy country, but because its culture, warmth and attitude towards life resonates very well with us. Now, thanks to Pixan Rum, there is an additional reason for us to visit. I wish all the best to the team at Destilería Espíritus del Norte!