GG Mirvis, Founder of Desolas Mezcal
Name: GG Mirvis
Founder: Desolas Mezcal
In less than three sentences tell us about your company and what you do.
It’s always been in my nature to find those missed opportunities or ideas that I felt could be enhanced if I put my mind to it. I would envision something in my head that “made something better” than it was and crafted it in a way that would make other people excited about it.
It was never just about starting “something” of my own. It went beyond that. It was about envisioning an idea and nurturing it until I brought it to fruition.
What does BEING a FoundHer mean to you?
It means perseverance, adaptability and taking responsibility for both successes and failures as part of the journey.
How do you support other female founders and women in business?
I am always excited to meet other female founders and feel that there is always an opportunity to learn from each other. Supporting other female founders is crucial for fostering a diverse and inclusive entrepreneurial ecosystem. My current role allows me to develop creative collaborations, and I make a conscious effort to work with other female founders whenever possible.
At what point did you make your company a full time gig? How did you know the time was right?
During the conceptualization and development stages of Desolas, I found myself engaged in various ventures from hospitality, art and even DJing. However, as the momentum behind Desolas grew, it naturally demanded my undivided attention. This shift in focus prompted me to wholeheartedly devote myself to the success of Desolas.
What lesson or skill did you take with you from a prior job to help you succeed in your role today?
I have been in agave spirits for 11 years and have been drinking mezcal for the past seven. I’d go to Mexico City all the time, and even some years ago, I noticed everyone would drink mezcal, seeing less and less tequila as the only go-to. I was intrigued. I started exploring mezcal and understanding it more –uncovering the different types of agaves and the different variations of flavor. I noticed that I gravitated towards the fresher, subtly smokey mezcals because of their more agave-forward taste.
After visiting the family I had worked with in tequila for a previous project, they shared with me a mezcal made from the Salmiana agave made by their friends in San Luis Potosi. From the first sip, I fell in love – it was bright, complicated, and had an earthy smoothness to it. This mezcal had not been bottled yet, and I knew I had to be the one to bottle it and share it.
What is something you do differently from the industry standard?
Desolas introduces the different facets of mezcal and educates consumers all about the variations that exist within different Mezcal-making techniques. Desolas showcases mezcal in a different light and as a product that is far more than the “smokey” stigma it’s associated with.
My overall mission for Desolas is to bring a lot of fun and happiness to those around me and to unite people. That is why I love the alcohol industry – it allows me to utilize all my creativity to make fun, engaging experiences possible. It also allows me to bring together people from different backgrounds, from creatives to locals of San Luis Potosi, and collaborate in ways they would not have been able to otherwise. I like to be a dot – connector and Desolas lets me do that.
What would you do differently if you were starting your business today?
Desolas is the second liquor brand that I have started. My first project was a coconut water - tequila drink. Despite the success of my prior project, I thought a lot about what to do differently this time around. With Desolas, I made sure I was being really disciplined on the investments that we make around marketing, making sure that everything we do really moves the needle. I also wanted to focus on expanding the team faster and bring in more skillsets for more efficient growth.
What was an obstacle you overcame to get your business where it is today? Please share the story behind it.
One of the obstacles that we as a company had to overcome was Covid. Desolas launched in NYC right before the pandemic in February of 2020. With all the uncertainty during that time, I had to figure out what would be the best way for the company to keep things going without losing momentum. I decided that it would be best to shift our focus to other states, one of which was Florida. I quickly produced another batch of product and started setting up the Miami market, anticipating a large influx of people. This proved to be the right move, and we have been growing since.
Do you want to share your story and advice with the Dear FoundHer… community? CLICK HERE to submit your information.
Follow us on Instagram @dearfoundher and join our Facebook community for more conversation.
Make sure you tune in to Dear FoundHer… for new episodes every Tuesday and Thursday.
