Legacy Distilled: Dan Goldberg Tells Mezcal’s Story of Family, Heritage and Craftsmanship

We are excited to share Dan Goldberg's second installment of his multi-chapter documentary project, Belly Button. Following the sensory richness and cultural depth of the Mole chapter, Dan takes us further into the heart of Oaxacan life, exploring the artistry and legacy of those who craft Mezcal. Connecting to the idea that, like a Belly Button, “everyone returns to their origins,” this next chapter highlights the spirit that is steeped in history and tradition. 

The thread connecting Mole and Mezcal is unmistakable: family, heritage, and the preservation of culture. These intentional and organic themes emerge naturally as Dan immerses himself in Oaxacan traditions. While Mole explored the culinary world through the eyes of Maria and her daughter Marichelle, Mezcal illustrates the craft of Gonzalo Martinez Sernas and his family, who have dedicated their lives to producing this beloved spirit.

Inspired by the quote below from music Producer Rick Rubin, Dan traveled to Mexico initially with just an idea. But through curiosity and peeling back the layers of what it means to distill mezcal, he and his team have created a follow-up installment of Belly Button that instills the exceptionality of Oaxacan heritage. 

"If you know what you want to do and you do it, that’s the work of a craftsman.  If you begin with a question and use it to guide an adventure of discovery, that’s the work of the artist.  The surprises along the way can expand your work, and even the art form itself."  

How did you land on Mezcal as a subsequent chapter?

I love good mezcal and am fascinated by how hard it is to create something so special. The choice of mezcal as our next chapter emerged naturally from its deep connection to Oaxacan culture. The parallels between mezcal production and traditional analog photography struck me profoundly—both are time-honored crafts that demand patience, precision, and an unwavering commitment to process.

Every stage of mezcal production is a testament to human craftsmanship—from harvesting agave to the patient fermentation and distillation process. This devotion to craft yields something truly extraordinary. Like a perfectly composed photograph, mezcal is meant to be contemplated and appreciated. It’s not just a spirit but a celebration of time, tradition, and the beauty of handcrafted excellence. Each sip tells a story of the land, the people, and the generations of knowledge that brought it into being.

How did you find the subject of this chapter? Tell me more about him and his family.

I read a simple story about Gonzalo Martinez Sernas and loved the afternoon light streaming through the window in the images accompanying his story. When I mentioned his name to my local guide, serendipity revealed itself—they weren’t just acquaintances but good friends. The guide spoke of Gonzalo's distillery, Mezcal Macurichos, as one of Oaxaca's hidden treasures, producing some of the region's finest mezcal.

The introduction came with a perfectly fitting condition from Gonzalo—we were welcome to interview and film, but only if we joined him in drinking his mezcal. Over time, I grew close not just to Gonzalo, but to his entire mezcal Macurichos family: his brother Pedro and their trusted farmer, known affectionately as El Tigre. What began as a personal documentary pursuit transformed into a deeply meaningful connection.

The thread woven between Mole and Mezcal is clear – family and heritage. Was this intentional? Did the story write itself?

The thematic connection between Mole and Mezcal through family and heritage was both intentional and organic. While I deliberately sought to explore these cultural threads, the stories of Oaxaca's culinary traditions naturally revealed themselves through the people I met. I’m drawn to those who cook as an act of community service and cultural preservation—the guardians of traditional foodways who understand that every dish carries generations of history. Their kitchens serve not just as places to prepare food, but as living museums where Oaxacan culture is preserved and passed down.

How do you see legacy playing a part in this family’s craft?

Like Mole, Mezcal is this family's inheritance—a craft passed down through generations. Gonzalo's story began in childhood, working alongside his grandfather and father in the agave fields. Each technique and careful step carries the weight of family tradition and knowledge passed across time. Their mezcal-making is an expression of their family’s dedication to craft and tradition. Each bottle represents not just the months it took to create but the generations of wisdom that made it possible.

What was a memorable moment from your trip and during filming?

Two moments stand out vividly. The first was when Gonzalo had an accident while chopping agave in the fields. As I frantically offered my shirt as a makeshift bandage for his bleeding toe, Gonzalo calmly suggested his own traditional remedy—using urine on the wound. He simply carried on working, and his toe healed perfectly, though I’m still not convinced about his choice of first aid!

The second unforgettable moment came during our fireworks scene. What was meant to be a gentle display of sparks turned into an unexpectedly explosive performance. We came dangerously close to setting the entire mezcaleria ablaze. Looking back, it was equal parts terrifying and spectacular.

Were there any challenges or unexpected obstacles during production?

The language barrier was an initial challenge, but we quickly developed our own way of communicating that transcended words. Our small crew size meant managing extensive equipment was demanding, but it allowed us to create more intimate connections with our subjects. Our lean production approach enabled us to move swiftly through locations and adapt to changing conditions, allowing us to capture authentic, behind-the-scenes moments that a larger crew would have missed

The dichotomy between rural and urban is clear in this chapter. What’s the story there?

The journey from field to final product naturally creates a striking visual narrative between rural and urban spaces. It begins in the rugged agave fields, then transitions to the mezcaleria where tradition meets contemporary life. I want viewers to see how these worlds are interconnected.

What do you hope viewers gain from this chapter?

I hope viewers come away with a deeper appreciation for Oaxaca’s vibrant traditions and the rich stories behind them. Through the mezcal-making process, we witness the resilience and creativity of rural communities as they honor their heritage and sustain their way of life. It’s about more than just the craft—it’s about the people, their connection to the land, and the shared moments that define their culture. I want this chapter to celebrate cultural authenticity and foster a sense of connection and inclusivity, inviting viewers to resonate with these traditions on a meaningful level.