The News
Mijenta Tequila has partnered with Women’s Earth Alliance to support their Regenerative Agriculture & Health Accelerator program in Mexico. From April 1 to April 30, Mijenta will donate $1 from each bottle sold to the initiative, continuing its commitment to environmental and social impact through sustainable practices.
The Takeaway
- Sustainable Branding: Mijenta is reinforcing its eco-conscious image by linking its tequila sales directly to environmental causes, showing how premium spirits brands can align with grassroots initiatives for deeper consumer engagement.
- Women’s Leadership Focus: The campaign highlights Women’s Earth Alliance's work in Mexico, emphasizing that supporting women-led programs isn’t just ethical—it’s a way to invest in long-term ecological and community resilience.
- Direct Impact Model: By donating $1 per bottle sold during April, Mijenta is creating a tangible connection between product purchase and environmental action, which could resonate with eco-aware consumers looking for purpose-driven brands.
Original Press Release
Mijenta, the award-winning, sustainably produced tequila from the highlands of Jalisco made using only agave, water and yeast, today announced the continuation of its partnership with Women’s Earth Alliance to celebrate Earth Month.
From April 1 through April 30, a portion of Mijenta's sales proceeds will go to support WEA's Regenerative Agriculture & Health Accelerator program in Mexico. During this period, Mijenta will donate to WEA $1.00 from each bottle depleted to help fund this initiative.
“I’m thrilled that Mijenta is able to continue to support the women-led organizations that Women’s Earth Alliance has selected as grantees, who are doing such important work across Mexico,” said Ana María Romero, Mijenta’s Maestra Tequilera. “It’s inspiring to me to see the diverse range of issues these local groups are addressing, as well as the passion and creativity they bring to their programs. As they grow their reach and deepen their impact year after year, it’s an honor to contribute to their missions.”
“We are honored to continue this partnership with Mijenta, which reflects a shared belief that investing in women’s leadership leads to lasting environmental and community impact,” said Melinda Kramer, Women’s Earth Alliance Co-Founder. “Across Mexico, women leaders are restoring ecosystems, strengthening local food systems, and building resilient local economies. Partnerships like this help ensure that their work continues to grow and reach more communities each year.”
“Mijenta’s commitment to supporting grassroots women leaders in Mexico continues to make a meaningful difference for the communities and ecosystems we serve,” said WEA’s North America Regional Coordinator, Laura Vigil Escalera Mier. “Through this partnership, women are expanding regenerative agriculture, protecting coastal and marine ecosystems, and creating sustainable livelihoods for their families. This collaboration shows what is possible when shared values are matched with long-term support.”
Over the course of 2025, WEA’s program in Mexico supported six local, women-led organizations which have impacted more than 2,300 people, trained more than 600 women, and trained more than 200 entrepreneurs. From an environmental perspective, these groups have collectively protected more than 3,200 hectares of marine ecosystems, 300 hectares of land ecosystems, and established over 30 hectares of agroforestry. Throughout 2025, these organizations worked to regenerate soils, cultivate food sovereignty, build community enterprises, and strengthen women’s networks.
Afrocaracolas (Guerrero): After receiving certification for their tilapia farm, the Afrocaracola women are learning to independently measure fish, monitor their health, and manage water quality.
Unión de los Pueblos de Morelos (Morelos): Working across 16 municipalities with more than 200 women, UPM’s agroecology workshops help women turn their existing knowledge of planting, harvesting, and food preparation into income. These workshops culminate in local bazaars, where the women sell agroecologically produced foods, generating income while showcasing sustainable practices.
Sirenas de México (Baja California and Quintana Roo): Along Mexico’s coasts, the women of Sirenas de México serve as ocean guardians. Last year, they monitored and helped protect more than 3,200 hectares of priority marine ecosystems. In November, they held their first national gathering in La Paz, bringing together Sirenas from across the country for the first time to share challenges, tools and safety knowledge.
Las Cañadas (Veracruz): In the foothills of Pico de Orizaba, women trained the local community in agroecology—restoring soils, regenerating ecosystems, and strengthening communities. As their work reaches beyond Veracruz, the practices, seeds, and knowledge they share are inspiring women and communities across Mexico.
Mujeres de la Tierra (Estado de Mexico): With a focus on educating and engaging future generations, the organization runs a community school teaching agroecology and traditional food systems, ensuring the next generation inherits both ancestral wisdom and practical tools for resilience. Every week, women gather to exchange seeds, knowledge, and strategies for protecting their territories.
Poj Kaa (Oaxaca): In drought-prone communities of Oaxaca, women from Poj Kaa installed multiple rainwater harvesting systems in 2025, which are helping to irrigate crops and sustain local families. Beyond water, they cultivate and sell endemic Ayuujk chili peppers, generating income while preserving local biodiversity.
Source: BevNET