Sustainable Tequila Brand Backs Women-Led Conservation Efforts in Mexico Mijenta Tequila is committing to support Women's Earth Alliance (WEA) through November 2, marking five years of collaboration aimed at strengthening women-led environmental and community organizations across Mexico. From September 15 through November 2, Mijenta will donate $1 from each bottle depleted to WEA's Women's Sustainability & Health programs. The partnership, which began in 2022, has already produced measurable results: nearly 2,800 women and girls trained in sustainable practices and leadership; more than 835,000 people reached through environmental education; 3,500 hectares of marine ecosystems including coral reefs and kelp forests protected and restored annually; over 300 hectares of cloud forest conserved; and nearly 35 hectares of agroforestry systems established. WEA has partnered with six women-led organizations across Mexico focused on food sovereignty, water resilience, ecosystem restoration, and sustainable livelihoods. "Five years of partnership with Mijenta has helped women-led organizations across Mexico deepen work that is rooted in their communities and built for the long term," said Melinda Kramer, Co-Founder and Co-Executive Director of Women's Earth Alliance. "From restoring cloud forests and protecting marine ecosystems to strengthening local food systems and women-led enterprises, these leaders are showing what becomes possible when women have the resources, relationships, and support to put their knowledge and vision into action."
On-the-Ground Impact The partnership has supported initiatives ranging from agroforestry training in Veracruz's cloud forests to ocean conservation along Mexico's coasts. Sirenas de México, for example, has grown from 3 women to 75 ocean guardians with Dive Master certification who remove ghost nets and implement sustainable fishing practices. In drought-prone Oaxaca, Poj Kaa installed rainwater harvesting systems to irrigate crops and sustain local families. Afrocaracolas, a group of Afro-Mexican women, established an aquaculture farm that strengthens economic autonomy while building local food security. "From preserving ancestral agricultural products and methods, to protecting endangered forests and oceans, to building educational programs, to defending women's and indigenous rights, I continue to be overwhelmed and inspired by the work the women leading these programs have accomplished across Mexico," said Elise Som, Mijenta's Co-Founder and Director of Sustainability. "For the past five years, Mijenta's partnership with the amazing team at Women's Earth Alliance to help strengthen, grow and foster the capabilities of these small, community-focused organizations is one of the initiatives that I am most proud of." Mijenta, a B Corp-certified tequila producer, positions sustainability and community partnerships as core to its business model. The brand sources from Mexico's highlands and uses only additive-free ingredients.
Why It Matters
The partnership underscores a growing trend in spirits—premium brands leveraging sales to fund environmental and social initiatives while differentiating in crowded markets. For operators carrying Mijenta, the campaign provides a tangible sustainability story that resonates with consumers increasingly interested in brand purpose and environmental impact.
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Written by FBM Publications Editors
