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Firme Mezcal was born from that passion for Mezcal. A pride of being an immigrant on a foreign land and the honor to enjoy the gifts passed down from father to son and from mother to daughter.
Uniting two worlds full of heritage, Villa de Etla, Santiago Matatlan Oaxaca and Los Angeles, California, Firme Mezcal brings to a nation eager to enjoy new and quality products made by hardworking artisans and a hungry generation.
“The brand was inspired by the Mexican-American “Chicano” underground culture that is experiencing a rise of popularity such as that of the Mezcal spirit. The brand: Firme Mezcal, looks to inspire the younger mature consumer by inciting a sense of pride, an allure of rebellion, a sense of nostalgia, raise inquisition, and a feeling of relatability and legitimacy. In the “Chicano” subculture, the word Firme can be interpreted to mean to be loyal, can be attributed to a righteous
person, a trustworthy individual that is highly respected in the barrio, or plain and simple to communicate great quality and admiration for something.”
Firme Mezcal is owned and operated by Ochoa Imports LLC, its founder Alberto Ochoa takes pride and honors the culture, heritage and love for Mezcal.