Pura Vida

Carlos Pechieu, general manager and chief commercial officer of Tequila Volcan de mi Tierra, shares how the brand enriches the lexicon of tequila and tells us more about Mexico’s often underappreciated sophistication.

- INDRAN PARAMASIVAM

How did you come to be in your present role at Volcan?

I’m from Argentina and I joined LVMH in London 13 years ago. It was a personal quest to move into the luxury sector; I was most passionate about wines and spirits. There was no better place than LVMH. After London, I moved to Spain and then I became managing director of MH in Mexico.

It was there that I tried Tequila Volcan de mi Tierra for the first time and was surprised that it was a liquid of such quality, especially since I had only been exposed to mixtos before that. Leading MH in Mexico, I was proud of Volcan being the first and till now, only Mexican brand under LVMH. I connected with our family partner and outlined the way forward: the family would craft their great tequila, and MH would handle the business management, promotion and brand-building aspects.

What are the most important things people should know about Volcan’s product?