Siete Sirenas Connects Next Generation of Mexican Spirits Producers to Global Markets with Transparent, Direct Partnerships

Founded by NOCK Tequila & Mezcal CEO Melissa Mathieson, the New Import and Brand Agency Strives for Transparency, Fair Partnership Models, and Traditional Craftsmanship in the Mexican Spirits Industry.

New York, NY – Siete Sirenas, founded by Melissa Mathieson, CEO and partner of NOCK Tequila & Mezcal, is part of a new movement shaking up the traditional export model of artisanal and ancestral Mexican spirits to international markets.

Named for her seven sisters and honoring women in the spirits industry, Siete Sirenas provides branding, market strategy, and distribution partnerships for craft brands committed to community, quality craftsmanship, and environmental responsibility while preserving Mexican spirits traditions.

Mathieson explains, "Through continued learning, time spent in Mexico, and guidance from mentors old and new across a myriad of career moves, I realized I not only loved what we were doing with NOCK, but that there were other beautiful small brands and producers that didn't have the resources or experience to access global markets. Siete Sirenas was founded to build a team based in the US, UK, and Mexico that can elevate these brands, support their sales strategies, help them find distributors and share in the magnificent growth of Mexican spirits globally. It's about building a family of brands and promoting the commitment to community, quality, and environmental stewardship."

Growing up between foster care and a working-class family with a proud lineage in the food and beverage industry, and as the oldest of nine siblings, she found comfort within the hospitality community, and camaraderie on both sides of the bar. After earning a cross-country scholarship to Hofstra University, she built a successful career in digital tech during the early 2000s startup boom, found her creative juices with her own NYC agency, and ultimately became a top global sales performer at NetSuite Oracle.

For over a decade, she dreamed of crafting her own spirits, but as a divorced single mother, the timing never aligned. Just before COVID-19, while helping a friend's whiskey brand, she learned that friends in Mexico were struggling with growth and distribution for their agave brand, NOCK. Drawing on her street smarts, entrepreneurial skills, and the experience in marketing and sales for Fortune 500 companies, Mathieson made a bold decision: she invested her savings and every available resource into revitalizing and repositioning the brand.

Partnering with original founder José Pablo Rodriguez Samano, Master Distiller Daniel Popolizio Tuesta at NOM 1502, and Master Mezcalero Miguel Martinez, Mathieson rebuilt NOCK as a premium, 100% additive-free and artisanal brand. For NOCK Tequila, the team launched an "Additive Free" challenge at events in 2025, offering consumers both the original award-winning 2010 formula and the new award-winning additive-free version side-by-side, demonstrating transparency by showing the work rather than hiding the evolution.

NOCK is a founding member of the Good Agave Pledge through the Gente Buena Foundation and will also contribute a percentage of every bottle sold to conservation initiatives and community projects.

"This is a crucial topic, as it all begins in the fields and with the people who have worked in this industry for generations," says José Pablo Rodriguez Samano, Founder of NOCK Tequila and Mezcal. "One of the tasks we enjoy most, and one Melissa and I have focused on extensively, is sharing firsthand experiences of what goes into making a bottle: from the years of sun, to the soil and climate conditions, the families who dedicate their time and effort to farming the agave, and all the carefully executed production processes using time-honored techniques that undoubtedly make agave spirits a form of national heritage."

Over five years immersed in Mexican spirits, Mathieson identified a critical gap. While spending time with small raicilla & mezcal producers and learning from colleagues and mentors in Jalisco and Oaxaca, she witnessed generations of producers using centuries-old methods. The quality was exceptional and dedication profound, but they lacked resources to access international markets.

Mathieson founded Siete Sirenas as a solution to this problem. The company provides practical infrastructure: a team spanning the US, UK, and Mexico offering branding, market strategy, and distribution partnerships for craft producers. Siete Sirenas not only wants to support fair partnership models in Mexico but also in its corporate structure in the US and UK by engaging in profit sharing and employee ownership. She wants the international team—from producers to sales representatives—to build long-term value, deep engagement, and a culture built on passion for the spirits' future. The Siete Sirenas portfolio includes NOCK Tequila and Mezcal, El Disfrute De Los Espíritus, and Balam Spirits.

In November 2025, Siete Sirenas partnered with a family of brands including El Disfrute, NOCK Tequila and Mezcal, and Seis Escaladores Tequila to host "Hijos del Quiote," an exclusive 7-day distillates experience through Jalisco, Mexico. The intimate journey brought together 14 industry professionals from around the globe—including participants from Mexico, Italy, Scotland, and across the United States (Illinois, South Carolina, New York, and California)—for an immersive exploration of tequila, raicilla, and mezcal production.

Starting out in Guadalajara, the trip included visits to authentic tequila distilleries in Tequila, traditional raicilla tabernas in the Sierra and Costa regions of Jalisco.

For Mathieson, this is just the beginning. She's planning to deepen her involvement in production, learning the "mad and beautiful art of distilling," she says, alongside the community of producers Siete Sirenas represents.

"The culture and the people—that's what I have fallen in love with," Mathieson says. "Mexican culture, both modern and indigenous, is full of spirit in every sense. Working with my friends that are now family in Mexico, and visiting these small family producers, you see how deeply connected they are to the land and to traditions passed down through generations. Each agave plant represents years of care, knowledge, and relationship with the earth. It's the decades-long connection and the endless possibilities I've been searching for."

In January 2026, Siete Sirenas will expand its brand portfolio across the United States, United Kingdom, and Africa.

About Siete Sirenas: Founded by Melissa Mathieson, Siete Sirenas is an import/brand agency bringing artisanal and additive-free Mexican spirits to the US and UK, including partnerships with ancestral brands Balam Spirits and El Disfrute De Los Espíritus Raicilla. In January 2026, the agency will expand its brand portfolio across the US, UK, and Africa.

About NOCK Tequila & Mezcal: Founded in 2010 by José P. Rodriguez Samano and Sergio Cruz, and relaunched in 2022 with Melissa Mathieson and Master Distiller Daniel Popolizio Tuesta, NOCK Tequila combines traditional Mexican heritage with modern production methods to create premium, additive-free tequilas and mezcals that are affordable. Available in select locations across Mexico, EU, and the United States including South Carolina, New York, Tennessee, California, and Illinois, NOCK embodies the necessity of quality, transparency, and tradition.

Media Contact: Ash Eliot, Pouring On Purpose PR