Pierde Almas produces small- batch mezcal in the southern Mexican state of Oaxaca from 100% naturally fermented agave. With their Wild Agave Reforestation Program, they are actively engaged in the re-forestation of wild species of Agave in those areas where their populations have been depleted.
The mezcal is produced in San Luis del Rio by Gregorio Velasco Luis. The brand was founded by artist Jonathan Barbieri. It is now part of the Diageo portfolio.