Azar Spirits
The name Flor de Azar is derived from the Spanish name for orange blossom (flor de azahar) and is a play on the word azar, the word for “luck” or “chance.” Taking inspiration from the popular Mexican game of chance, Loteria, Azar Spirits uses the imagery of the cards and symbols to convey the ingredients and processes used to craft their spirits. But the creation of Flor de Azar, a spectacular Mexican triple sec, is in truth the result of hard work and a vision that is both inspired and assured.
The team behind Azar Spirits, a women-owned and -operated brand, brings a wealth of experience guided by perhaps just a bit of destiny. Co-founders Gabrielle Weiss and Ali Holzer first met in college, where they became close friends before leaping headlong into the beverage industry. After years working individually to help develop brands ranging from wine to tequila, the two determined to partner and create something of their own. Ali was born and raised in Mexico City, and love for the culture of her hometown informed the team’s direction from the start, leading them to focus on the world’s most popular cocktail: the Margarita.
Aiming to create an orange liqueur of superior quality—what they call “the best supporting character” of the margarita—that could simultaneously showcase and celebrate the diverse flavors of Mexico, the two sought out and partnered with Hillhamn Salome, founder of Flor de Luna micro-distillery in Mexico City (established in 2015) and maestra destiladora behind labels like Xila Aperitif and Condesa Gin. Hillhamn has been distilling spirits since her early teens, and her masterful work balancing Mexican botanicals continues to win her accolades. Accordingly, Flor de Azar is a triple sec that is balanced and nuanced enough to be appreciated in its own right and can stand alone as an aperitif—a hallmark of Hillhamn and her distilling team.
True to the triple sec category (citrus-centered and bottled at a full 80 proof) while faithful to its place of origin (featuring a diversity of Mexican citrus and botanicals), Flor de Azar also reflects its creators’ values. Ingredients are locally sourced and farmer relationships are paramount to production. All citrus is sourced from a family-owned farm in Veracruz and hand peeled for production; the heart of the fruit is then given away to the local community to be used primarily in cooking.
Flor de Luna and Azar Spirits are further committed to creating an ideal work environment for their entirely female workforce. Flexible working hours that accommodate the school schedules of employees’ children, daycare options at the distillery, free breakfast and lunch for all employees, and significant end-of-year bonuses and vacations all combine to underscore the ethics of the project.
