La mata is the for-export arm of Nacion de Las Verdes Matas, a project started by Luis Loya in 2011. Luis grew up on a cattle ranch in Chihuahua and he loves getting to know the remote communities of the North. His exploration has been based around traditional mezcal for many years now, and he has built great relationships with a number of traditional mezcal producers throughout the vast, and sometimes dangerous expanses of Northern Mexico. Forming relationships with families and establishing mutual trust has been key to learning about traditional mezcal production, the ecosystems and cultures of these communities and allowing the selection of the best small traditional distillate batches. 

Lamata considers it a great responsibility to be entrusted with conveying the cultural wealth, recipes and generational knowledge that is held in these spirits. The culture and knowledge surrounding traditional agave spirits in Northern Mexico is threatened by social and economic pressures more so than in other parts of Mexico. It is Lamatas goal to help maintain these traditions, by acting as a vehicle that transmits the “gusto historico”, the terroir, the liquid culture and history that is mezcal, to people beyond the borders of the places where it is made. 



Luis started the Nación de las Verdes Matas project with the intention of showcasing traditional mezcales and educating people in the city of Monterrey, Nuevo Leon. Luis grew up on a cattle ranch in the state of Chihuahua and defines these childhood experiences as the origin of his passion to explore remote communities especially in Northern Mexico.
For many years his explorations have been based on traditional spirits, trying to build solid friendships and relationships based on trust with various producers and their families. Luis loves to learn about the processes of traditional spirits and the variations between regional and family recipes. Recognizing a lack of information on Northern distillates, Luis has worked hard to to document the production processes and local recipes, generating material that has served in a number of publications.
Luis has participated in numerous exhibitions, presentations, panels and educational events in Mexico and the US and has become an excellent curator of unique, rare and outstanding spirits.


Tasting a traditional distillate is an intellectual exercise in which our memory is connected to our senses. For proper enjoyment, it is essential to have patience, respect and attention, and one will receive unique experiences through the myriad aromas, flavors and textures of these spirits. We must retain the ability to be objective, and be conscious of the difference between what we like and what is outstanding. Sometimes the best expression of a plant or terroir does not match our personal taste.