DENVER, CO, 02/10/2025 — Last week, Aaron Paul and Bryan Cranston, Hollywood actors and co-founders of Dos Hombres Mezcal, sat with Mark Chaplin, Executive Vice President of Southern Glazer’s Wine & Spirits (SGWS), for a conversation about their foray into the beverage alcohol industry at Access LIVE 2025. Their discussion highlighted how authenticity, hard work, sustainability and strong relationships have been instrumental in building their brand from the ground up.
Launching a “Celebrity Brand”
The duo’s journey began over a casual conversation in a sushi bar. After some initial hesitation on the part of Cranston, they quickly decided that if they were going to get into the business, they would do it the “right way.” Rather than just slapping their names on an existing product, they traveled together to Oaxaca, Mexico, where they tried every mezcal they could find. They eventually met Gregorio Velasco, a third-generation mezcalero, and set up production in the remote village of San Luis del Río.
But their success didn’t come without significant effort. Cranston emphasized how many assume celebrity-backed brands are pure vanity projects, but that’s not how things worked with Dos Hombres. “It’s a part-time job at the very least,” he said. Paul agreed, adding that neither of them has ever taken a salary from Dos Hombres, choosing instead for funds to be reinvested into the company. That level of commitment allowed them to achieve significant growth in an increasingly competitive spirits market.
Sustainability and Stewardship
Beyond building a successful brand, the duo has focused heavily on giving back to the community that produces Dos Hombres. Their partnership with the people of San Luis del Río goes beyond production; it is also rooted in social responsibility and sustainability.
Rather than imposing their own vision on the community, they asked the people what they needed most. The answer was something most of Americans take for granted: clean drinking water. In response, Dos Hombres built a state-of-the-art water filtration system that has already provided the community with over 1 million liters of clean drinking water. Their sustainability initiatives also extend to the production process, with company initiatives to replant wild agave to help minimize the environmental impact of manufacturing.
Cranston noted their distillery uses traditional mezcal production methods — all without electricity — working hard to maintain balance between growth and environmental stewardship. “There’s no reason you can’t grow a business while also taking care of the people who make it possible,” he said.
Success in Relationships
Another central theme of the discussion was the importance of relationships and strategic partnerships in the beverage alcohol industry.
Paul and Cranston credited their strong distributor partnerships, particularly with SGWS, for helping them scale. Beyond distribution, though, their hands-on approach has played a critical role. They frequently visit bars and restaurants together to introduce the brand themselves, personally thanking establishments that carry Dos Hombres and persuading those that don’t. This has helped Dos Hombres defy industry trends, with a 28% increase in on-premise sales in 2024 even as other spirits brands struggled. Cranston pointed out that being actively involved in the business is key, as consumers and industry partners can quickly tell when a brand is truly committed versus when it is just a marketing play.
The discussion wrapped up with reflections on the state of the industry. Paul and Cranston both acknowledged current industry challenges — including shifting consumer preferences and increased competition — but they remain optimistic. Paul encouraged those in the industry to “buckle up and keep marching forward.” Cranston echoed that sentiment, stressing the need for brands to embrace change, community stewardship and staying true to their core values.
The Dos Hombres story is a testament to the power of passion, authenticity and hard work. Paul and Cranston’s journey provides valuable insights for anyone in the beverage alcohol industry, reinforcing the idea that success isn’t given — it’s earned through dedication, relationship-building and a genuine commitment to quality.
For more insights from Access LIVE 2025, visit https://accesslive.wswa.org/.
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