It was a total blast recording this episode with Evelio Mattos and the incredible founders of Perro Verde Mezcal, Juan Santiago Rodriguez and Mariana Carvajal.
This wasn’t just a conversation about spirits; it was a masterclass in how brand story, heritage, and “un-compromised” design come together to create something truly rare—or as they say in Spanish, a Perro Verde.
🎧 Episode Summary
In our first-ever bilingual episode, we bridge the gap between the traditional palenques of Oaxaca and the luxury spirit market in the U.S. Juan and Mariana share their journey from the worlds of CPG and high fashion to the mountains of Mexico, where they discovered a 120-year-old family legacy and decided to bring a smoother, more approachable mezcal to the world.
We dive deep into the tension between “rustic” tradition and “pristine” production, and how every single element of their packaging—from the 3D-printed glass to the raw wood stoppers—was a conscious decision to respect the planet while honoring the liquid inside.
🚀 Key Takeaways
The Meaning of Perro Verde: Why being a “Green Dog” is the ultimate compliment for a unique brand.
Design Without Compromise: Mariana’s journey in creating luxury packaging that remains sustainable and “short-circuit” produced entirely in Mexico.
The “Rustic” vs. “Premium” Balance: How Perro Verde uses innovation in distillation to create a smooth sipping experience without losing the smoky heart of traditional mezcal.
The Power of Narrative: Why packaging is the primary storyteller for a brand before the bottle is even opened.
📦 Packaging Highlights
Tactile Storytelling: The debossed logos and unique textures on the rigid board box.
Innovation in Glass: A look at the 3D-printed branding directly on the bottle—eliminating labels and adding a premium, permanent feel.
The Scent of Tradition: Evelio’s obsession with the “charred wood” aroma of the raw stopper (seriously, he wants to wear it as a fragrance).
🔗 Connect with Perro Verde
Website: www.perroverdemezcal.com
Instagram: @perroverdemezcal
Love this episode? If you’re a packaging nerd or a brand builder, make sure to follow me on LinkedIn at www.linkedin.com/in/adampeek and catch the highlights on TikTok @thelabelking.
