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Puño y Letra Wine, the drink that should strengthen artists and that was invested by Patricia Armendáriz and Carlos Bremer

October 29, 2020

6 min read

The opinions of the employees of You are personal.


  • In Mexico, 6,474 hectares are devoted to the production of grapes.
  • Vino Puño y Letra is a Mexican wine brand that tries through personalization and artistic design that each bottle is unique for each customer
Puño y Letra Wine, the drink that should strengthen artists and that was invested by Patricia Armendáriz and Carlos Bremer
Puño y Letra Wine, the drink that should strengthen artists and that was invested by Patricia Armendáriz and Carlos Bremer

Do you remember what you did in the first semester of your university career? Probably yes or probably no. The young student César Lizardi, who is currently in the seventh financial semester, realized that he had many artistic companions and that he wanted to help them somehow.

“I was in the first semester of university and found that there were a lot of young people my age who had great artistic talent, and yet they didn’t have that many opportunities to show that talent,” says César Lizardi, founder of Vino Puño y Letra, in an interview for in Spanish.

At the same time, the young entrepreneur realized the growth of the wine industry in Mexico. “I saw the growth of the wine industry, the great quality of Mexican wine, and saw the opportunity to bring this together. I was thrilled with the development of the whole idea (from Vino Puño y Letra) from the first moment.”

César Lizardi / Image: Courtesy of Shark Tank México.

In Mexico, 6,474 hectares are designated for the production of grapes, with Baja California being the main producer with 57%, followed by Coahuila (8.5%) and Guanajuato (2.3%). The average per capita wine consumption per Mexican rose from 450 milliliters in 2012 to 960 milliliters in 2018.

Weinhand and letter is a Mexican red wine brand that tries through personalization and artistic design that each bottle is unique for each customer. The labels on the containers are handcrafted by young local artists.

“It was a challenge from the start, it took me eight months to bring these wine labels to market. Today I have two varieties on the market, a Malbec and a Tempranillo, and with the whole business model it was one that I always challenge to complement everything, ”says César.

The brand was officially born in mid-2018 and by the time the program began, it had sold a million 45,000 pesos, according to the 21-year-old. They also have deliveries across the national territory.

Hand and letter

César has an alliance with a Mexican winery, the young man ensures that everything is produced under the highest quality conditions so that the wines meet the needs of the customers.

After the bottles are ready to be labeled, the artists take it upon themselves to create something unique at the request of the consumer. “You tell me, I would love a bottle inspired by such a flower that my best friend loves, and I want to give it to her on her birthday. We do the creative process, we make you a proposal and if you like it, the artists will hand-draw the bottle on the label and it will arrive at your door, ”he explains.

Image: Wine Puño y Letra via Facebook.

Artists receive a commission for their work on each bottle, it all depends on the quantity, design, and the time it took to make the label. “I recognize the time and talent they put into it. That’s why I can do it with any artist. I’m always open to the fact that they are comfortable, that they like it and that their work is really rewarded.”

César’s products range from 550 pesos a bottle to the highest prices, depending on the needs of its consumers, and can be found on its website, Facebook and Instagram.

What if i take it?

Cesar saw the call for the fifth season of Shark tank Mexico, which is broadcast every Friday at 8 p.m. on Canal Sony, like an open door to new possibilities.

“It wasn’t something I planned months in advance, I just saw the opportunity, I don’t like closing the door on one occasion, whatever gets in my way, I always like to see the ‘thing would happen if i take it? “

César came to the program asking for 525,000 pesos for a 35% stake in his company, of which he was the only partner until that moment. The young man received offers from Rodrigo Herrera and Marcus Dantus as well as Patricia Armendáriz and Carlos Bremer.

Image: Courtesy Shark Tank México.

Ultimately, the entrepreneur decided to partner with Patricia and Carlos with an offer of 600,000 pesos for 40% and the option to buy back 10% with the same valuation.

With this investment, César plans to influence and support more Mexican artists and achieve a greater presence at the national level so that more people know about his product and can “live that experience”.

The 21-year-old, who is just finishing his finance degree in Guadalajara, advises not to be afraid, “Regardless of the result, the daily experience is enormous. Whatever you do, you want value whether you’re a college student or already have a business, ”he concludes.