Jimmie Munoz, Jr.

09/17/2026

Something I’ve learned building Passport is that growth rarely happens simply because you get a product into distribution.

It happens because people keep showing up.

Last week I watched that happen across two markets. Giovanni spent several days in New Mexico working directly with bartenders and accounts to build Riablo, and then joined me in Colorado where we worked alongside our distributor partners visiting retailers, training staff, sharing our producers’ stories and introducing people to the portfolio.

Meanwhile in Phoenix, Andy continued placing our brands into new retailers and deepening relationships with staff. And our admin team engaged with nonprofit leaders, event promoters, and leaders in the business community.

I’m increasingly convinced that this is where the real work of building independent brands happens: in relationships, education and time spent in the market.

For the small producers we represent, getting a bottle onto a shelf is important. Building enough understanding and demand for that bottle to stay on the shelf is something entirely different.

That’s the work we’re committed to doing.

Adelante. 🌵🥃

Another Passport order is on the move to Colorado.🚚

Passport continues to expand its presence in Colorado, moving a diverse selection of Mexican spirits from independent producers into the market.

This shipment brings together expressions from El Caballero Mayor, Riablo, Con Todo el Alma, El Cultivador, Magboa, El Llorón, Casa Pineda, and Hasta La Muerte, reflecting the depth and diversity of the portfolio we’re building across the U.S.

For us, growth isn’t just about moving more cases. It’s about creating opportunities for distinctive Mexican spirits to reach new distributors, accounts, bartenders, and consumers.

From Mexico to market, one shipment at a time. 🇲🇽 → 🇺🇸

09/10/2026

Colorado, we’re here! 🌄🌵🥃

What started years ago as a simple idea, helping independent Mexican producers bring their spirits and their stories to the United States, continues to grow.

This week, two pallets filled with products from the Passport portfolio arrived with our distribution partner in Colorado. Seeing those cases stacked in a Denver warehouse might not look glamorous, but to me, they represent years of relationships, miles traveled, conversations around tables and in palenques, and the trust of producers who have allowed us to help carry their work into new places.

And now comes my favorite part: introducing people to the producers, places and traditions behind what’s inside those bottles.

Tonight, I'm joining friends at Santo Remedio in Denver for a Mezcal Pop-Up, sharing our portfolio with Colorado’s hospitality and beverage community.

Then Saturday, I'll be pouring mezcal, sotol and bacanora at Amor a la Mexicana Fest, celebrating Mexican spirits, food, art and culture alongside hundreds of people from across the Denver community.

Over the last few days, we’ve already been visiting retailers, meeting sales representatives and telling stories from Oaxaca, Chihuahua, Sonora and beyond. The enthusiasm has been incredible.

Because we’ve learned something important along this journey:

People may first taste the spirit.

But they fall in love with the people and the story behind it.

That is what Passport Destilados was built to do.

Agave. People. Places. Traditions.

From Mexico to Arizona… and now Colorado. 🇲🇽🤝🇺🇸

Here’s to new markets, new friendships and many more stories ahead. ¡Salud, Colorado! 🥃

09/05/2026

Headed home to Phoenix. 🌵

I’ve spent a lot of time on the road lately, but there’s always something good about crossing back into Arizona and knowing it’s time to get to work.

September is shaping up to be a busy one: Phoenix, Los Angeles, Denver, Mexico City, New Orleans and plenty happening in between.

Lots of miles ahead, but even more opportunities to build relationships, support our producers and keep growing what we’ve started at Passport Destilados.
First stop: Phoenix.

Let’s get September moving. 🚗🌵🥃

08/10/2026

Calpulli: Strength Through Belonging. 🌱

Traveling through Oaxaca always brings me back to something I deeply believe: we grow stronger through the people, places, and communities we belong to.

Here, the land tells a story. Agave grows through generations. Knowledge passes from one person to another. Families, communities and traditions remain connected to place.

That's calpulli.

And it's something I try to carry with me wherever I go: in Mexico, in Arizona, in business and in life.

Grow together. Build together. Belong together.

07/06/2026

One of the things I love about building Passport Destilados is that I'm constantly learning.

I was reading an article this morning about how the spirits industry is changing. People are drinking differently than they did 10 or 20 years ago. Instead of simply buying more, many are looking for quality, authenticity, and products with a story behind them.

Reading it made me smile because it reminded me why I started this company in the first place.

Passport Destilados was never about selling the most bottles. It has always been about introducing people to incredible families, traditions, and craftsmanship from across Mexico, while helping preserve those stories for future generations.

We're still a young company with a lot of work ahead of us, but moments like this remind me that we're building something that feels increasingly relevant.

Thank you to everyone who's encouraged me, shared our story, bought a bottle, introduced me to someone, or simply cheered us on. You're part of this journey too.

Here's to continuing to learn, grow, and hopefully build something that lasts.

Declines in drinking are hurting distillers’ shares, but has the selloff gone too far?

05/07/2026

I’ve been saying for a while now that the future of beverage distribution belongs to companies that understand culture, storytelling, education, and ex*****on — not just logistics.

This post gets a lot right.

The old model of simply carrying massive portfolios and dropping cases off at accounts is losing relevance. Today’s market is more intentional. Consumers are drinking less, but expecting more. They want authenticity, identity, experience, and connection to what’s in the glass.

That’s exactly why we built Passport Destilados differently.

We’re not trying to become the biggest catalog in the room. We focus on producer led brands with real stories, real families, and real regional identity behind them. We work directly with producers, build relationships with accounts, create tasting experiences, support cocktail programs, educate staff, and help brands grow intentionally instead of chasing unsustainable volume.

In many ways, the role of the modern importer/distributor is becoming part consultant, part educator, part cultural bridge.

And honestly: I think that’s a good thing.

The future doesn’t belong to companies that simply move boxes. It belongs to those who can build trust, create demand, and connect people to products with meaning behind them.

That’s the direction we’re building toward at Passport Destilados.

05/01/2026

Out here at Swing for Mexico at sharing Spiced Pineapple with the community.

This is what it’s about: introducing people to something real — small-batch, producer-led spirits with a story behind every bottle.

If you enjoyed it (or you’re curious to try it), tap the link and find a spot near you that carries it. Every bottle you pick up directly supports the families and traditions behind it.

🔗 https://linktr.ee/passportdestilados⁠

Link in bio

05/01/2026

Swing for Mexico is a good one.

Spending the day pouring , sharing stories behind the spirits, and connecting with a lot of great people. These are the moments that remind me why I love what I do.

Proud to represent .destilados in spaces like this and to continue building relationships with organizations and partners who are doing meaningful work in our community.

Good people, good energy, and yes… we are having some fun too.

Always meaningful to be part of events connected to the and the broader community they support here in Arizona.

04/12/2026

04/10/2026

Agave Heritage Festival VIP Reception did not disappoint.

Great mezcal, even better conversations, and a reception area full of people who actually care about what they’re drinking.

This is what it’s about.

If you’re not already following, come see what we’re building at Passport Destilados