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Agave Maximiliana Fields. PHOTO: El Viaje Spirits
El Viaje: Elevating Raicilla and Redefining Agave Spirits
El Viaje is pioneering the raicilla movement by bringing this overlooked agave spirit to a wider audience, blending tradition, sustainability, and craftsmanship to introduce consumers to its complexity and versatility.
By MEZCULTURE / FEBRUARY, 2025
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Bottle of El Viaje Raicilla. PHOTO: El Viaje Spirits
In the world of agave spirits, innovation often means looking beyond the familiar. While tequila dominates the market and mezcal enjoys increasing global recognition, raicilla remains a hidden gem—one that embodies the complexity, tradition, and artistry of Mexico’s agave heritage. Andrew Bernauer, founder of El Viaje, saw the potential in this overlooked spirit and set out to bring it to a wider audience.
EVENTS
Andrew Bernauer, founder of El Viaje. PHOTO: El Viaje Spirits
With a background in engineering and experience working with major whiskey and bourbon distilleries, Bernauer had long envisioned creating his own spirits brand. The downtime of early 2020 provided the opportunity to merge his technical expertise with his creative passions. Recognizing tequila’s saturation, he explored alternative agave spirits such as sotol, bacanora, and mezcal before ultimately choosing raicilla. Its balance of approachability and complexity made it the ideal spirit to introduce through El Viaje.
His journey led him to the heart of Jalisco, where he discovered Maestro Raicillero Benito Salcedo Rios. During a tasting in Mascota, where multiple raicilleros showcased their work, Bernauer encountered Benito’s raicilla for the first time. The explosion of flavors—unexpected yet entirely natural—left an impression he couldn’t ignore. A visit to Benito’s distillery in El Mosco, where he sampled high-proof raicilla straight from the still, confirmed that this was the recipe El Viaje needed.
Maestro Raicillero Benito Salcedo Rios. PHOTO: El Viaje Spirits
Bringing raicilla to the U.S. market has not been without challenges. Educating consumers unfamiliar with the category has required a thoughtful approach. Unlike mezcal, which often carries pronounced smoky characteristics due to underground pit roasting, raicilla can be more subtle and versatile. Benito’s method—baking agave Maximiliana in above-ground adobe ovens—preserves the bright citrus and floral notes of the plant without imparting heavy smoke. This makes El Viaje an ideal gateway for tequila drinkers seeking new experiences.
Despite raicilla’s reliance on wild fermentation—where local yeast and environmental factors influence each batch—El Viaje maintains consistency through the expertise of its producers. Generations of craftsmanship have refined Benito’s ability to replicate his signature profile. The local ecosystem, which remains constant, ensures the fermentation process yields a predictable yet unique expression of terroir.
Above-ground adobe ovens. PHOTO: El Viaje Spirits
The reception from the bar community has been overwhelmingly positive, particularly in Birmingham, Alabama, where El Viaje has found a home among agave enthusiasts. The city’s cocktail scene, often overlooked, has produced some of the most exciting applications of raicilla in mixology. One standout is the Miel De Maguey Martini by Jose Medina Camacho of Adios Bar, which earned national recognition in Food & Wine Magazine as one of the top cocktails of 2022. Raicilla’s botanical complexity makes it an excellent substitute for gin, shining in classics like the Negroni, Last Word, and Corpse Reviver No. 2.
Miel De Maguey Martini by Jose Medina Camacho of Adios Bar. PHOTO: El Viaje Spirits
With distribution currently in Alabama, Tennessee, and Georgia, El Viaje is strategically expanding into major agave markets such as Florida, Texas, and California. As consumer interest in craft and premium spirits grows, raicilla’s potential as a category-defining spirit is becoming increasingly clear.
Sustainability remains at the core of El Viaje’s mission. Benito cultivates and replants agaves on his family farm, ensuring a balanced and regenerative approach to harvesting. Distillation relies on recovered rainwater, mitigating concerns about resource depletion. Every element, from bottles to labels, is sourced within Jalisco, reinforcing a commitment to ethical production and local economic support.
As agave tourism flourishes and consumers seek deeper connections to the spirits they enjoy, El Viaje represents more than just a bottle—it offers a journey into the heart of raicilla’s heritage. With a vision for an established raicilla tourism route from Mascota to Cabo Corrientes, the brand is actively contributing to the spirit’s growing recognition.
El Viaje is not simply another addition to the agave spirits landscape. It is a testament to the artistry of Mexico’s raicilleros, the depth of tradition behind every bottle, and the limitless potential of raicilla as the next great agave discovery.