The family story is genuinely unusual for a Mexican rum.
Max Krassel, a German immigrant, arrived on the Veracruz Gulf coast in 1917 at age 16, fleeing World War I. He spoke no Spanish, took odd jobs, and eventually settled in Oaxaca's mountainous Cañada region where he married and raised a family. He distilled aguardiente on a coffee farm and then built his own still in the 1930s — the founding moment of what would become Alambique Serrano.
Max's three sons took over and refined the still design. One of them, Max Jr., earned a pilot's license in Tehuacán, Puebla and in the 1970s used a Cessna to deliver aguardiente — orders of up to 300 liters — to remote mountain communities with airstrips. (Yes, really.)
The current generation is four brothers — Isidoro, Rommel, William, and Axel Krassel Peralta — who run cultivation, fermentation, distillation, and aging together. The export-label distillery is registered as Distillería de Rommel Krassel, Santa María Tlalixtac, Oaxaca. The family describes the project as "100 years in the making."