"When the brand started in 2020, we had a set of priorities and we wanted to build a concept of a tequila around that," says Mike Dolan, Mijenta's director of corporate communications. "We wanted this to be a brand that's not just a great product but about making a positive impact in the world." This illustrates Mijenta's commitment to responsible practices and creating a brand with a purpose beyond profit.
Despite challenges in the tequila industry, Mijenta has emerged as a success story. In just four years, they have accumulated several awards and have established themselves as a leader in additive-free tequila.
"If the small brand can start and do things the right way, why can't the bigger brands that have a lot more resources do things in a way that's responsible?" This statement reflects the philosophy driving Mijenta's operations and challenges the larger tequila brands to pursue similar ethical practices.
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