When the mother of all mezcals
looks you in the eye,
don’t blink.
This story began generations ago.
The family-owned distillery of Salvador Santiago Hernandez sits on a quiet, unassuming street in Matatlan, Oaxaca: sacred ground zero for mezcal.
The distillery, or palenque, is rough hewn, like many, with red brick walls and a traditional alembic, or copper still.
A monolithic stone wheel, the tahona, stands next to giant pine vats where the cooked agave ferments with the help of wild yeast from the open air.
Nearby is the massive open pit, the tapada, lined with river stone and dug into the earth, where 10 tons of agave will soon be cooked for days with mesquite.
Maestro Mezcalero Gerardo “Kaín” Santiago Hernandez greets us dressed in denim and an open-collar shirt. He is a big man. Stoic and salt of the earth. He pours Tobala to the brim of several jícaras, cups carved from the dried, hulled fruit of the Crescentia tree.
The mezcal is unlike any spirit we have ever tasted: clean and herbaceous and wonderful.
This is an experience. This is alchemical.
Kaín sees our expressions, and the seriousness in his face transforms into a warm and easy smile.
Prompted by a question, he begins to share his raison d’être. He tells us how the fermentation “talks” to him and how he listens and how the scent emanating from the mosto (cooked agave) must be just right to begin distillation. His obsession is palpable. We feel it.
MEZCAL MAN
Maestro Mezcalero,
Gerardo “Kaín” Santiago Hernandez
Kaín is a fourth-generation mezcalero raised in Matatlan. He is inseparable from this place.
Carrying mesquite as a boy to the tapada or helping his father in the agave fields, Kaín was fully immersed in all facets of the craft and developed a profound understanding of the blessings of the land.
It is here he learned the subtleties of mezcal production by the side of his grandparents and uncles and aunts.
Su línea de sangre es mezcal … His bloodline is mezcal.
Kaín’s intuitive knowledge, expertise, and unparalleled palate allow us to bring you the superior mezcal that is Hedonistas de la Fe.
Hedonistas de la Fe’s exclusive partnership with the Santiago family and their Santa Maria brand mezcal is born of the highest respect for the families, communities, jimadors, and the Oaxacan environment that create our sacred spirit.
FOUNDERS
BHALIN SINGH
CO-FOUNDER & PRESIDENT
Bhalin has an entrepreneurial spirit and has enjoyed a varied career and educational journey. He has a degree in economics from Rollins College, studied design, art, fashion at Otis School of Design and Parsons School of Design, hospitality management at Cesar Ritz in Switzerland and holds a master’s degree in spiritual psychology from the University of Santa Monica.
Professionally he has opened a craft brewery and launched BRAZZA, a luxury t-shirt line. He oversaw beverage operations at five-star Four Seasons/Beverly Wilshire hotel and most recently has worked as a personal chef for high-net-worth families and celebrities.
He has a deep commitment to global wildlife conservation, environmental sustainability and traditional production processes, which embodies the spirit of Hedonistas.
JIM BEAUBIEN
CO-FOUNDER & CEO
Until June of 2022, Jim was a senior M&A partner at Latham and Watkins and had a successful 31-year track record of helping companies achieve their goals. He is also a successful angel investor, and holds an undergraduate degree from Princeton University and a JD from the UCLA School of Law.
A lover of fine wine and spirits, Jim gravitated towards mezcal and formed an appreciation for the unique depths of flavour and the unparalleled authenticity of its production process.
Committed to charitable endeavour Jim serves on the Boards of the Los Angeles Regional Food Bank and Los Angeles Team Mentoring, a non-profit organization that provides mentoring services to at-risk middle school students.
JUAN LOPEZ
Partner & Board Member
With decades of experience in grocery and food service industries, Juan Lopez is the proud owner of Don Felix Meat Market & Restaurant in Culver City, and Juan’s Meat Market & Farms Deli in Santa Monica.
Juan grew up in the US, but his roots are in Oaxaca. His parents are from San Juan Guelavia, where mezcal is a very traditional drink for special events.
A pillar of the community and a great friend to neighbors and customers alike, Juan enjoys great spirits and especially great cocktails made with Hedonistas de la Fe mezcal.
THOMAS VAN DELL
Partner & Board Member
Thomas van Dell served as Vice President of International at Universal/Motown Records Group, a division of Universal Music Group, the world’s largest music company. His achievements include engineering the breakthrough success of such artists as: 98 Degrees, Brian McKnight, Boyz II Men, Erykah Badu, Nelly and Godsmack, to name a few. During his tenure at Universal Music group, a period the company was owned by Seagrams and the Bronfman family, van Dell implemented several successful cross marketing campaigns with his counterparts at Seagrams wine and spirits including: Chivas Regal whisky, Martell Cognac and Sterling Vineyards.
Van Dell was a Partner and served as COO at Radar Pictures LLC until 2016. Radar, a leading independent film studio produced such classic films as The Last Samurai, The Texas Chainsaw Massacre, Revenge of The Nerds, Cocktail, The Hand That Rocks The Cradle, Three Men And A Baby. Recent Radar production credits include Spring Breakers, Riddick, Jumanji: Welcome To The Jungle and Jumanji: The Next Level. Van Dell is a producer on Under The Bed. The film is a Radar co-production with Leonardo DiCaprio’s Appian Way. Van Dell also served as Producer on Kickboxer Vengeance starring Dave Bautista, Jean Claude Van Damme, Alain Moussi and George St. Pierre, and Winter Dragon which became the Amazon Prime series Wheel of Time. Van Dell continues to develop and produce his own slate of features, television series and award winning commercials.
He has been recognized with numerous awards, including Leaders Conference Awards and the United States Bronze Medal of Citizenship. Thomas’s deep connections in the hospitality sector throughout his career has uniquely positioned him VIP access to owners, GMs, F&B Directors and influential bartenders. This entrée will allow us the opportunity to showcase Hedonistas mezcal on a big stage. Van Dell is also an accomplished private aviator.
DAVID HOWITT
Partner & Strategic Advisor
FOUNDER & CEO Meriwether Group. David Howitt. As the New York Times bestselling author of Heed Your Call, frequent speaker, board member for multiple businesses and educational institutions and, most importantly, the visionary and guiding spirit of the Meriwether Group, David is committed to making his expertise, wisdom and unwavering support available to as many founders and business leaders as possible.
Starting with a stovetop kettle, David and his wife Heather founded Oregon Chai, grew it to an $80MM business, and had a successful exit in 2004. Oregon Chai was built while David was Corporate Counsel and VP of Licensing and Business Development at adidas America.
Embracing the Power of And is David’s core philosophy, and gives him a unique appreciation for businesses built on purpose, heart, beauty and authenticity AND solid business, operations, finance and market strategy. He’s advised a generation of iconic brands. such as, Stumptown Coffee and Dave’s Killer Bread with investment banking and consulting processes that created significant wealth for the founders. Most recently, he led the formation of Meriwether Group Capital and formed an exclusive partnership with First Fed Bank (FDIC), a Northwest Community Bank with a commitment to serving entrepreneurs. He is an avid fly fisherman and a Hedonist of the Faith.
JOHN JENKINS
Partner & Board Member
John Jenkins is an experienced lawyer and executive who is currently the Managing Member at Axbridge Capital. Through Axbridge, he controls Insight Diligence Services, a consulting firm and Blockmint, LLC, an unrelated online trading platform. He was previously the President of First Advantage CoreFacts, before and after the sale of CoreFacts to First Advantage Corporation (NASDAQ:FADV), a leading global risk mitigation and business solutions provider.
Early in his career, Mr. Jenkins served as a Deputy District Attorney in Orange County, California and practiced at law at Hill, Wynne, Troop & Meisinger (which became Akin Gump) and Sheppard, Mullin, Richter & Hampton, two full-service law firms. He is an avid USC football fan and fly fisherman.