Juan Carlos Estrada, the Director of Operations at Rosaluna Mezcal, is setting a new benchmark in the mezcal industry by prioritizing sustainability and operational innovation.
The brand has distinguished itself as sustainable in its field, crafting a unique identity that fuses tradition with eco-conscious practices. Through Estrada’s leadership, the company has woven environmental responsibility into every facet of its operations, from organic farming methods to sustainable packaging solutions.

At the heart of operations lies its USDA Organic Certification. This achievement is particularly significant in the mezcal industry, where craftsmanship and heritage define the product. Being one of the organic mezcal priced below $40, Rosaluna strikes a remarkable balance between quality, accessibility, and sustainability. This distinction has positioned the brand as a trailblazer, making high-quality, environmentally responsible mezcal accessible to a broader audience.

Estrada’s approach to sustainability encompasses more than organic certification. His leadership has driven a comprehensive strategy to reduce carbon emissions at every production stage. In 2023, Rosaluna reduced its carbon footprint as part of its first major effort to tackle emissions. This milestone was made possible by relocating packaging suppliers closer to the distillery, significantly decreasing transportation-related emissions, and adopting recycled materials across its supply chain. This focus on actionable climate solutions aligns the brand with modern consumers who increasingly know the need for sustainability in their purchasing decisions.

Packaging is another area where the brand leads by example. Estrada has championed using recycled and recovered materials, integrating post-consumer waste into the company’s packaging. The brand’s bottles incorporate recycled glass, its boxes are crafted entirely from recycled cardboard, and its innovative labels are made from discarded agave fibers—a by-product of mezcal production. These thoughtful design choices reduce waste and align with global efforts to minimize environmental impact.

The mezcal industry is steeped in history and cultural significance. Rosaluna Mezcal pays homage to these traditions while introducing a modern perspective that reflects contemporary values. Mezcal production is deeply tied to Mexican heritage, with its distinctive smoky flavors and artisanal techniques representing centuries of craftsmanship. Rosaluna respects these roots, maintaining authenticity in its production methods while incorporating innovative approaches that ensure sustainability.

Estrada’s leadership has been instrumental in achieving this balance between tradition and progress. With over a decade of experience in the beverage industry, he has developed a vision for combining operational efficiency with environmental responsibility. Under his guidance, Rosaluna has become a model for how businesses can honor cultural heritage while addressing the pressing need for sustainable practices.

Juan Carlos Estrada has taken sustainability beyond operational practices by leading a reforestation initiative in Oaxaca. In partnership with ReforestACCIÓN and volunteers from Santiago Matatlán, Estrada spearheaded the planting of 1,400 native trees as part of his 2024 sustainability goals. This effort contributes to healthier ecosystems, strengthens local biodiversity, and demonstrates a commitment to environmental stewardship.

The reforestation project exemplifies Estrada’s hands-on approach to sustainability, combining tangible environmental action with community engagement. His leadership extends to forging partnerships, prioritizing ethical sourcing, quality control, and sustainable practices throughout the supply chain, ensuring that every aspect of the business reflects a dedication to the planet and its people.

As Rosaluna grows, its dedication to sustainability and authenticity remains unwavering. Estrada’s leadership underscores the importance of operational excellence in achieving these goals, setting the brand apart as a pioneer in the mezcal industry.

“Our goal isn’t just to produce mezcal—it’s to create a product that honors the land and the traditions while looking to the future,” Estrada said.

For more information about Rosaluna Mezcal and its commitment to sustainable practices, visit Juan Carlos Estrada’s LinkedIn.

Published by Charlie N.