5 Sentidos was founded by Jason Cox, an Indiana-born American whose path to Oaxaca was unusual. Cox studied politics and economics, then taught English in Panama as a Peace Corps reproductive health instructor, then worked as a medical interpreter for the Ohio Hispanic Coalition, then transitioned to courtroom interpretation — which is what eventually pulled him to Oaxaca. He arrived on New Year's Eve 2015 planning to study Spanish for a month. He stayed.
In Oaxaca he met chef
Joseph Gilbert, who was staging at local restaurants. Gilbert introduced him to
Judah Kuper of Mezcal Vago — a relationship Cox has since called formative ("a mentor in some sense, and a good voice for how to try to build an ethically-minded business when it comes to mezcal"). Cox and Gilbert opened
El Destilado together — a 32-seat restaurant in centro Oaxaca with a nine-course tasting menu and a mezcal program that today carries
27 bottlings from 11 producer families. They lived in the back room during the eight months it took to secure a liquor license.
5 Sentidos began as El Destilado's house brand, evolved into a curated label, and launched as an
export brand in 2017. The name refers to the producers' practice of relying only on their five senses (no hydrometers, no instruments) to make the spirit. The brand's tagline is
"Drink With Respect."Cox runs the project on a model that's rare in the category:
he pays above market price for batches, doesn't pressure producers on volume, and runs a 10% profit-sharing program that funds infrastructure improvements at the palenques. Each bottle bears the producer's name on the label — not Cox's.
PUNCH named 5 Sentidos one of the 10 mezcal producers to know in October 2024.
(Founder details sourced from PM Spirits, the brand's US importer.)