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SB meets… José Rafael Ballesteros Meléndez, DUG Group
Established in 1959, Destilerías Unidas S.A. (DUSA) in La Miel, in the state of Lara in Venezuela, is one of the most versatile distilleries in South America.
The distillery is home to more than 36 different brands, including whiskeys, gins, vodkas, rums and premium mixers.
In February 2024, the family‐owned distillery launched its traditional single‐ estate Venezuelan agave spirit, Cocuy Saroche. We spoke to the CEO of DUG Group, owner of DUSA, to learn more about the brand.
What is Cocuy Saroche?
Cocuy Saroche pays homage to the culture and identity of a region. Our cocuy combines artisanal and industrial processes, ensuring respect for tradition and the highest quality standards. We nurture the land and hand‐harvest the ancient, endemic Cocui Trelease agave from our estate. The variety thrives exclusively in the arid regions of central‐ western Venezuela. Only the finest agave plants are chosen to create the spirit, and they take up to nine years to mature. The agave is cooked with steam in brick ovens, pressed, fermented, and then distilled in copper pot stills, resulting in a high‐quality and pure product. Cocuy Saroche is not just a brand, it is an expression of a family legacy that has been passed down from generation to generation.
What cultural significance does the agave spirit have in Venezuela?
Cocuy has deep cultural roots in Venezuela, dating back to pre‐Columbian times when indigenous communities used the agave for ceremonial and medicinal purposes. However, cocuy production remained limited to rural areas, with little recognition beyond local communities. In my family, we’ve been cocuy producers for over 70 years, which inspired us to launch Cocuy Saroche. While cocuy is finally gaining more recognition within Venezuela, including receiving an IGP ‘Cocuy de Lara’, we know there is still a long journey ahead. This certification is a crucial step in preserving and promoting the authenticity of cocuy. We are optimistic about the future and committed to driving this vision forward on a global scale.
How does cocuy compare to other agave spirits?
The endemic Cocui Trelease agave is used to make cocuy. Although it is somewhat similar to agave‐based products like Tequila and mezcal, our agave grows at lower altitudes – up to 500m above sea level – than those in Mexico. The closest spirit to cocuy would be mezcal, but for Cocuy Saroche, the comparison to Tequila blanco helps give consumers a starting point. While both are made from agave and share some fresh herbal notes, cocuy is made from a different agave variety, resulting in a unique flavour profile. Our artisanal product is characterised by its fresh, green, fruity notes, smoothness, and subtle smokiness.
What are the brand’s core values?
Our brand was born from a family dream to preserve a tradition passed down through generations. We have been producing this ancestral spirit long before rum or gin. As a single‐estate cocuy, we control every step of the production process, from planting and harvesting the agave on our land at Santa Rosalía Estate, home to over 300,000 agave plants, to bottling the final product. This ensures a 100% pure agave spirit, free from additives, and guarantees the highest quality and traceability. We are deeply committed to sustainable practices, rescuing arid areas of the country, encouraging other farmers start planting.
What are your plans for the spirit?
Currently, Cocuy Saroche is available in Venezuela, Greece, Italy, Panama, Aruba and the US, with plans to expand into other markets. Our vision for Cocuy Saroche is to establish it as the leading Venezuelan cocuy brand globally, representing Venezuela’s authentic flavours and spirit. We are committed to showcasing the unique qualities of this traditional spirit, elevating cocuy to the same level of international recognition as other celebrated Venezuelan exports like coffee. We invite you to join our family, be part of our history and enjoy Cocuy Saroche.
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