Mezcal Amarás is set to expand its sales and marketing efforts in the United States
Mexico City, Mexico—Mezcal De Amor S.A.P.I. De C.V., owners of Mezcal Amores in Mexico and known in the United States as Mezcal Amarás, announced today that they are expanding their sales and marketing in the U.S. and have engaged MHW as its new importer. Currently, Mezcal Amarás is distributed in 38 markets and plans to expand its footprint in current and additional markets.
Santiago Suarez, Co-Founder and Chairman of Mezcal Amores/Amarás had this to say about the transition, “We very much appreciate the hard work from Hotaling over the last 5 years and their efforts to help us enter the U.S. market. With the growth and results in the U.S. so far, we have the opportunity to manage our own sales and marketing efforts.”
Assisting Mezcal Amarás in this transition are two senior industry executives, Rob Warren (formerly with Seagram and Diageo) and Arthur Shapiro (also formerly with Seagram). Both will report to Enrique Gavica, CEO of Mezcal Amarás (formerly with Brown Forman), who said, “We are delighted to have these two amazing industry experts assisting in the transition of our business in the U.S. We strongly believe their expertise and passion will help us build a sustainable platform and reach our full potential in the U.S. market,” said Gavica.
Amarás translates in English to “You will love” and this philosophy turns everything about the mezcal portfolio into a true labor of love — love of the land, love of the people, and love of the hard work to bring the Seed to Sip products to market.
While nearly all mezcal producers talk about sustainability, Mezcal Amarás looks at these efforts as a sustainability journey. In addition to harvesting a variety of cultivated and wild agaves, Mezcal Amarás plants ten agaves for each one harvested. Further, the company re-uses the agave fibers for composting and for adobe bricks. The Amarás team provides microloans and fair-trade programs for the maestros mezcaleros they work with, the real alchemist behind the mysticism of mezcal.
Mezcal Amarás is also very much committed to giving back to the people and land and spends 15 percent of the company’s net profit on a range of sustainability and community projects in Mexico.
According to Santiago Suarez, “Our greatest strength is our philosophy. We are committed to continuously learning from our mezcal producing communities and preserving our trusted relationships with them. We strive to produce high quality mezcals while being as sustainable as possible.” He went on to add, “We look at our business as an inspiring project made with love and a journey to provide sustainability with a social conscience.”
Luis Niño De Rivera, Amarás Government Affairs and Global Ambassador, said “Amarás Espadin and Amarás Cupreata — both of which are uniquely and specially produced — have shown strong traction and gained many followers and fans among U.S. drinkers. In particular, Mezcal Verde, which uses different types of wood to produce a perfect touch of smoke and was created especially for cocktails, is becoming a favorite of bartenders and growing rapidly” when referring to the U.S. results so far.
About the Company
Mezcal Amores/Amarás — “a project made with love.”
The brand Mezcal Amores was founded in 2010. The founders fell in love with what they believe is the best distillate in the world — appreciating the smells, flavors, and traditions of the communities where mezcal is produced. Realizing that mezcal was not well known and appreciated, they created Amores (known as Amarás in the U.S.), a sustainable and social consciousness project. The foundation of the company is to share the passion and devotion to the roots of Mexico, honor the earth, and dignify mezcal in the world. Mezcal Amores is the top selling super premium brand in Mexico and #2 in the overall category. It is also among the leading mezcal brands sold in Europe.
About the Portfolio
In the U.S., the Mezcal Amarás expressions honor the land by showcasing the terroir and are fermented naturally in the open air. Mezcal Amarás is 100% artisanal, handcrafted, organic and natural. At the core of the portfolio are two variants — Amarás Espadín and Amarás Cupreata. Amarás Espadín exudes floral aromas that lead to flavors of wood and mango with a slight spice finish. It is created by a cooperative located above the Valley of Oaxaca. Amarás Cupreata is made from the wild and rare Cupreata agave found only on certain mountain slopes in the Rio Balsas basin in Guerrero and yields notes of leather, cocoa, toasted pumpkin seed, and a hint of wet earth aroma. Rounding out the portfolio is Verde Momento, which comes from the famed mezcal producing region of Oaxaca and uses a blend of three types of wood in the agave roasting process — ocote pine, holm oak, and pepper tree. These woods provide a distinctive flavor profile with the perfect touch of smoke. Created especially for cocktails, Verde is bottled with more than a dozen labels bearing artwork from emerging artists in Mexico.