Which mezcal do you drink? 3 facts behind brands you can find everywhere.

With the growing popularity of Mezcal, new brands have appeared and others have been bought or launched by international beverage corporations who want to be part of this tendency. These big companies are owners or partners of the mezcal brands that you can find everywhere. 

We Agavache have the commitment to create an educated demand, which values and demands quality, sustainability and social responsibility to mezcal brands. For that reason, we give you some information to consider the next time that you ask for a mezcal.

In May, Mezcal Pierde Almas was acquired by Diageo. Hardly the first big player to make a move into the “mezcal boom” but a very important one for its future require volume to supply its world wide distribution channels. Nicola Carruter in his article for The Spirit Business pointed out that last February Bacardi took a minority stake in Ilegal mezcal, and Pernod Ricard joined the category in 2017 with the acquisition of a majority stake in Del Maguey Single Village Mezcal. According to Euromonitor figures, Tequila and mezcal grew 30% by volume in the global market, a strong  reason why new big players are appearing. 

The images were getting from every brand web page except Recuerdo de Oaxaca that we found it in: http://chasingkendall.com/mezcal-paloma/

In 2016, mezcal exports grew 25% that correspond to 26.8 million dollars. CRM reported that the biggest income to the industry was by exports rather than the domestic sales. In comparison, during 2016 exports reached 2000 millions pesos versus domestic sales which only reached 908 millions pesos. Information shared by Yuridia Torres via El Financiero.

In the infographic  “Which mezcal do you drink?” you will find the mezcal brands related with international liquor companies and 3 facts behind them: 

1. Which is the big company involved it? As part of stakeholders or as a distributor.
2. Is it artisanal or industrial mezcal? This matters because it is always better to consume an artisanal mezcal for its natural flavors, variety and its traditional and cultural background. Industrial mezcal usually contains chemical ingredients.
3. What is its origin? Some brands were successful start-up projects before being acquired, and others were launched by the corporations themselves.

The reason why these brands are well positioned is because the big beverage companies behind them have a strong economic capacity to spend on publicity, and channels for world wide distribution. I recommend you to choose artisanal mezcal from small branches and small producers, but if you don't find them, give one of these brands a chance. I believe that their plain standard flavors are perfect for someone who is tasting mezcal for the first time or to use in mixology. Besides, they help you to have a better judgement when you taste a mezcal with more advance aromatic profile.

Mabi Cuishe

instagram: @mabi_cuishe

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With an industrial design background and mezcal, wine & spirits certifications (WSET level 2), I decided to found Agavache with my partner Alejandro, to promote mezcal from a cultural identity and socially responsible perspective. It’s not just about selling it, it’s about making each sip transcend into a consciousness educated by the magic, traditions and work that goes into making the elixir.