Neta

The Origin Story

A fortuitous meeting

Back in 2006, Max Rosenstock - an American from New Mexico, arrived in Oaxaca to learn Spanish. After befriending the son of a maestro mezcalero, he fell in love with mezcal and began researching different agave varieties with the idea of creating his own brand. He met Niki Nakazawa - an American who arrived in Oaxaca around the same time through a mutual friend, and the two set up a business together. Based out of Mexico City, they ran a chain of pop-up restaurants where Niki would take care of the food, and Max would pour the mezcal. A few years later, in 2012, they formed NETA - literally meaning “the real shit”, and began creating their own high-quality destilados de agaves.

Respecting traditional knowhow

Both Niki and Max share a common ideal - sourcing local farmers and producers that respect the cultural traditions of Mexico. They work with farmers and master mezcaleros in Miahuatlán - the southernmost valley of Oaxaca to create contemporary, neo-luxurious food and spirits. This area is renowned for the strong character of its people, its diverse landscapes, and the rich agricultural and culinary traditions. As such, the region has preserved its reputation for producing some of the finest mezcals and agave spirits anywhere in Mexico.

A family business

NETA works closely with several small, family producers and groups working traditionally. In the Miahuatlán region, mezcal itself is a way of life. They are world-famous for their high-quality spirits, with production techniques and knowledge being passed down through the generations. Some mezcaleros follow their grandfathers’ traditions to the letter, while others experiment by following their own tastes, observations, and relationships with the natural world. No two productions are ever the same. The nuances from the environment and its maker give each batch of mezcal its own special touch.