The Mezcaleros: 60 Minutes Explores the Spirit, Struggle, and Soul of Mexico’s Rising Export

In the final segment of 60 Minutes Presents: Cheers, correspondent Cecilia Vega takes viewers deep into the agave-covered hills of Oaxaca, Mexico, to meet the people behind one of the world’s fastest-growing spirits: mezcal. Titled “The Mezcaleros,” the story offers more than a profile of a drink—it’s a journey into rural tradition, generational craftsmanship, and the tension between cultural heritage and global demand.

What emerges is a portrait of resilience, identity, and the labor that fuels a worldwide obsession.

What Is Mezcal?

Mezcal, like tequila, is made from agave—but the two spirits have key differences. While tequila can only be made from blue agave in designated regions, mezcal can be crafted from a variety of agave species, often using traditional underground roasting techniques that give it a distinct smoky flavor.

As Vega explains, mezcal has long been revered in Mexican culture, often tied to rituals, family gatherings, and regional pride. But until recently, it was largely unknown outside Mexico. That has changed rapidly. In the last decade, mezcal exports have skyrocketed as global drinkers look for handcrafted, authentic alternatives to mass-produced spirits.

The Mezcaleros of Oaxaca

Vega travels to remote villages in Oaxaca, where she meets mezcaleros—the artisans who produce mezcal using ancestral methods passed down through generations. These producers often work in family groups, harvesting wild agave by hand, slow-roasting it in earthen pits, and distilling the fermented mash in small batches.

The process is time-consuming, physically demanding, and deeply rooted in tradition. Every step is done with care, from choosing the right agave to overseeing the fire’s intensity during roasting. Vega captures how this labor-intensive process connects families not just to their land, but to their history. For many mezcaleros, producing the spirit is more than a job—it is a cultural responsibility.

The Global Boom

The story takes a critical turn as Vega shows what happens when ancient craft meets global commerce. Mezcal’s popularity has exploded in the United States, Europe, and Asia, leading to a surge in production and investment. But this boom brings risk. Many small producers are now caught between preserving their slow, traditional methods and meeting escalating demand.

Some mezcaleros worry that shortcuts and industrial practices will erode the spirit’s authenticity. Others fear that land and agave species will be overexploited, especially since wild agave can take 8 to 25 years to mature. Vega speaks to mezcaleros who express gratitude for new opportunities but remain wary of losing control over the product and the narrative.

Sustainability and Survival

The environmental strain is real. With wild agave populations shrinking and climate change altering harvest cycles, sustainability has become a pressing issue. Some cooperatives and small producers are now planting agave nurseries, adopting organic farming, and protecting biodiversity.

Economically, mezcal has become a lifeline for rural communities that once faced few opportunities. But as demand climbs, outsiders have begun investing heavily in land and distilleries, sometimes pushing out local families who have produced mezcal for generations. Vega captures this duality: mezcal as both a chance for prosperity and a battleground for control.

Holding on to Identity

The segment highlights the emotional and cultural weight of mezcal. It is not just a product—it is part of Oaxacan identity. Many mezcaleros resist pressure to scale up or modernize, even if it means producing fewer bottles. They insist that mezcal must be made with heart, not haste.

Vega’s interviews are raw and revealing. One producer says, “If it doesn’t come from us, it’s not real mezcal.” Another worries about foreign companies using the name “mezcal” while diluting its meaning. These voices underline a central conflict: how to honor tradition while adapting to change.

A Spirit Worth Protecting

The Mezcaleros is a powerful reminder that behind every bottle on a bar shelf lies a deeper story—of craftsmanship, land, family, and pride. Vega brings viewers into a world that is often overlooked: dusty backroads, handmade stills, and the quiet strength of people who are working not just to make mezcal, but to protect it.

As mezcal continues its rise in the global market, 60 Minutes asks the essential question: Can the world enjoy mezcal without compromising the traditions that make it special?

This segment closes 60 Minutes Presents: Cheers on a thoughtful note. It is a celebration, yes—but also a call to respect the hands, hearts, and heritage behind one of the world’s most soulful spirits. Catch the full special on CBS and Paramount+, aired Sunday, December 28, 2025.