"I'm very proud to be Mexican. I love my people, I love my country, and we love what we are doing. We do our part with passion, with honesty, with everything that we can with our hands. We are people from the field. We are rancheros, and we feel proud of this. It's our task." – Sergio Vivanco

For five generations, the Vivanco family has been growing agave in Arandas, in the Jalisco highland plateau, though they didn't establish their own destilería until 1994. Registered as NOM 1414, they soon launched their own family label, Viva México Tequila. The distillery built an enviable reputation, and the family took on contracts for brands seeking purity, quality, and transparency.

Now co-owner and one of four master distillers, Sergio Vivanco has become one of the most respected figures in the tequila industry. In this episode, tequila educator and advocate Marissa Paragano sits down with Sergio to taste five expressions from Viva México and Plantador, discussing the production details that make NOM 1414 tequilas distinct, Sergio's five-step tasting method, and how a culture of multi-generational craftsmanship delivers excellent results.

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