The Origin Story
A fortuitous meeting
Back in 2006, Max Rosenstock - an American from New Mexico, arrived in Oaxaca to learn Spanish. After befriending the son of a maestro mezcalero, he fell in love with mezcal and began researching different agave varieties with the idea of creating his own brand.
He met Niki Nakazawa - an American who arrived in Oaxaca around the same time through a mutual friend, and the two set up a business together. Based out of Mexico City, they ran a chain of pop-up restaurants where Niki would take care of the food, and Max would pour the mezcal. A few years later, in 2012, they formed NETA - literally meaning “the real shit”, and began creating their own high-quality destilados de agaves.