Pierde Almas Mezcal, born in 2000, is a brand that's as intriguing as its name, which was inspired by a cantinero known as Pierde Almas, or "Lost Souls". This artisanal mezcal is crafted in San Juan del Rio by maestro mezcalero Rodolfo Hernandez, using a variety of agaves finely planted and produced in Oaxaca. The brand is recognized for its ecological responsibility and its commitment to the environment, demonstrated by their Wild Agave Reforestation Program. Pierde Almas offers a savory smoke flavor with earthy undertones, making it a great choice for sipping neat or mixing into cocktails. In 2018, the brand was purchased by the British multinational alcoholic beverages company Diageo.