Protecting the Spirit of Spirits: Why Heritage Matters More Than Ever
Signs of heritage can be found beyond artifacts and historical buildings; sometimes, they’re encapsulated in a spirit bottle, and a brand like Cazcanes is on a mission to protect that.
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Every great spirit tells a story. It’s not just about what’s in the bottle. It’s about where it comes from, who made it, and why it matters. Across centuries and continents, spirits have captured the soul of a people, a place, and a tradition. To preserve these identities, many countries have established Denominations of Origin (DOs), legal protections that ensure spirits like Cognac, Scotch Whisky, and Tequila honor their roots.
But what happens when a spirit loses that connection?
Take vodka, for example. Once a proud expression of Eastern Europe’s landscape and culture, vodka was historically shaped by local grains, pure water, and distinctive regional styles. In Poland and Russia, vodkas could be earthy, spicy, or even slightly sweet, depending on the craft of the maker.
Without strong protections or global standards, however, vodka eventually became a blank canvas for marketing rather than a celebration of tradition. Today, vodka is often seen as a neutral base for cocktails. Without heritage protections, it is now produced in countries all over the world, far from its Eastern European roots.
Some spirits, however, have fought to protect theirs.
In 1891, the Treaty of Madrid established that only sparkling wine from the Champagne region of France could bear the name Champagne, an early and enduring example of heritage being safeguarded through legislation. More recently, the Tequila Regulatory Council (CRT) has reinforced similar protections, overseeing everything from origin, labeling, production, commercialization, and certification. It ensures that tequila remains unmistakably Mexican in both name and nature.
But legal protection alone isn’t enough. The real safeguard is intention, when brands not only follow the rules but also embrace the responsibility of honoring history through action.
For small craft producers, the erosion of these protections is more than symbolic; it’s existential. Without clear standards and vigorous enforcement, mass-market brands can flood the shelves with industrial products cloaked in the language of tradition, making it harder for true artisans to compete on craft alone.
And while DO systems like those for Cognac, Scotch, and Tequila offer critical structure, their strength varies from region to region, and compliance doesn’t always equal care. That’s why it falls to the producers who choose to go further, and the consumers who support them, to protect what matters most.
One brand that does this is Cazcanes.
Crafted in small batches in Amatitán, Jalisco, Cazcanes begins with 100% organic Blue Weber agave, slow-cooked to preserve flavor and depth. The tequila is fermented naturally with a proprietary yeast strain, distilled with care, and never blended with additives. But one of the most overlooked and most defining elements is its water.
Most tequila producers rely on on-site well water, not by choice, but because it’s readily available. While functional, well water is often processed or treated to meet consistency or safety standards, which can strip away its natural mineral content and mute its contribution to flavor. It’s practical, but not expressive.
Cazcanes, by contrast, made a deliberate decision to truck in natural spring water from the Navichi Springs in the rural town of Hostotipaquillo. This water, shaped by volcanic rock and filtered over centuries, emerges with a natural softness, balanced minerality, and a clean, creamy mouthfeel. It contributes to the tequila’s structure and flavor, not just as a base, but as a defining ingredient. Where most spirits treat water as filler, Cazcanes treat it as terroir.
Cazcanes is one of the few tequilas that are certified organic, certified kosher, and verified additive-free; a rare trifecta that speaks not just to compliance, but to conviction.
But the brand’s commitment runs even deeper. Since its founding, Cazcanes has remained deeply connected to the community of Hostotipaquillo, where its water is sourced and its story began. The company launched a free English language school for local children and adults; an initiative designed to expand future opportunities through education. Cazcanes also supports local athletic teams, donates holiday gifts to children, and invests in community infrastructure, including renovating the town’s rodeo ring. These efforts reflect a commitment not just to place, but to the people who make it meaningful.
As CEO Jon-Paul Fortunati puts it: "We’re not trying to redefine the industry or rewrite the rules; we’re merely adding a chapter to an already prolific story of tequila-making."
That’s the perspective today’s consumers are increasingly drawn to: not mass-produced luxury, but meaningful authenticity. True heritage isn’t just about checking boxes or claiming origin; it’s about caring for the land, the people, and the process behind every bottle.
In an industry where shortcuts are easy and marketing is everything, the brands that protect heritage, not just legally but intentionally, are becoming rarer and more important than ever.
The most impactful way consumers can protect that heritage is simple: support the producers who treat tradition as a responsibility, not a trend. Ask what’s in that bottle. Know where it comes from. Choose authenticity over appearance.
Ultimately, what one chooses to raise their glass to says a lot about what they value. Here’s to those who preserve the spirit of spirits; and to the legacies that deserve to endure.