Brand History

Gusano Rojo Mezcal is one of the most recognized and enduring names in the world of mezcal, deeply rooted in Mexican tradition and culture. Established in the 1940s by Don Jacobo Lozano Páez, Gusano Rojo set itself apart by pioneering the practice of placing the famed maguey worm—*gusano rojo*—inside the bottle, creating a distinctive identity that has intrigued and captivated mezcal lovers for generations. The worm, traditionally viewed as a symbol of authenticity and richness, imparts subtle nuances to the spirit, enhancing its earthy, smoky profile.

Crafted in Oaxaca, the heartland of mezcal production, Gusano Rojo uses 100% agave espadín harvested by local jimadores. The process stays true to centuries-old techniques: the agave hearts are slow-roasted in underground stone pits, ground using a traditional tahona wheel, and naturally fermented in open wooden vats. The resulting liquid is double-distilled, yielding a mezcal that balances smoky complexity with the vibrant, vegetal character of agave.

Gusano Rojo’s approachable style makes it a gateway mezcal for many, offering a smooth, slightly sweet profile with notes of earth, smoke, and a hint of fruitiness, making it versatile for sipping or crafting unique cocktails. The brand’s iconic red label and transparent bottle, often accompanied by the maguey worm, remain instantly recognizable symbols of mezcal’s rich cultural heritage.

Celebrated both in Mexico and around the world, Gusano Rojo remains a true ambassador of traditional mezcal, inviting drinkers to experience the authentic flavors of Oaxaca. Whether enjoyed neat or in creative cocktails, Gusano Rojo Mezcal offers an invitation to explore the deep history and bold spirit of one of Mexico’s most iconic beverages.