On Craft, Enterprise, and Continuity in Mexico

This video documents a reflective encounter in Mexico with Juan Antonio Alvarez Borjas, founder of Licores Morín.

Rather than an interview about business success, the piece examines craft and enterprise as lived commitments—how work is sustained over time, how identity is shaped through production, and how responsibility to place, people, and tradition informs economic life.

Tequila appears here not as a product or industry, but as a cultural practice: one that carries labor, inheritance, risk, and continuity across generations. Juan Antonio’s perspective offers a grounded account of building work that endures, without spectacle or simplification.

This video belongs to an ongoing archive of reflections on work, authorship, and productive culture across the Americas.