The objective of this master’s thesis is to analyse the most pressing institutional and environmental issues that surround the mezcal denomination of origin in Mexico since its legal protection in 1994. To carry out this research, the present work is divided in three chapters. The first chapter of the thesis presents a review of the most recent literature with respect to the different valorisation strategies of agri-food products, with a particular emphasis on geographical indications. The second chapter represents an institutional analysis and contextualization of the literature reviewed in chapter one. Chapter 3 presents a qualitative analysis based on selected interviews with relevant stakeholders of the mezcal ecosystem in Michoacán, Oaxaca and Guerrero. Finally, the last part of the thesis presents the general conclusions. With respect to the main hypothesis, it is argued that institutional proximity elements have played a positive role in the acknowledgement of the Denomination of Origin (DO) of mezcal, but not necessarily within its initial legal setting. With regards to the secondary hypothesis, it is argued that in Mexico the institutional architecture of the mezcal denomination of origin has led to important environmental issues since its legal recognition in 1994.