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Mezcal Amarás Appoints Shelley Turner as U.S. SVP of Sales and Operations

Posted on January 14, 2020

Mexico City, Mexico—Mezcal De Amor S.A.P.I. De C.V. (owners of Mezcal Amores in Mexico, known in the United States as Mezcal Amaras) announced the appointment of Shelley Turner as Senior Vice President of Sales and Operations, further expanding its sales and marketing efforts in the United States.

Ms. Turner was appointed SVP of Sales and Operations in the United States, reporting to Enrique Gavica, CEO of Mezcal Amaras. “We are very pleased to have Shelley join our team in the U.S. We are certain that her extensive industry expertise and leadership will help us reach our goals and consolidate our position in the U.S., establishing Casa Amaras as the leading independent artisanal mezcal in the United States” said Gavica.

Ms. Turner has enjoyed a successful 30-year career in the adult beverage business and has a proven record of developing high performance teams. Prior to Mezcal Amaras, Ms. Turner was the VP of Sales for Q Artisanal Cocktail Mixers, leading the brand to explosive U.S. growth. Prior to Q Mixers, Shelley managed Stolichnaya Vodka and Moet Hennessy in their largest markets and was instrumental in launching Belvedere vodka in the United States and Canada.

“I am excited to work with this unique brand to establish the mezcal category in the United States, while building an understanding of the complexity of this spirit, through education, tastings and brand experiences both within the trade and among consumers. Our main goal at Casa Amaras is to become the leading artisanal mezcal portfolio in the U.S., sharing our philosophy of respect for the land, community and art of the Maestros Mezcaleros” reflected Ms. Turner. Ms. Turner will also lead the Amaras team in its strategy to strengthen distributor and brand partnerships, supported by a sales force that will showcase the brand in the U.S. market.

To learn more about Mezcal Amaras please visit www.mezcalamaras.com.

About the Company

Mezcal Amores/Amaras — “a project made with love.”
Mezcal Amaras is a fully integrated and truly sustainable mezcal operation, and the cornerstone of the business is its philosophy - love for their roots, love of the land and love of the people who work it. Amaras is committed to creating long-term relationships from the agave fields to the final consumers, producing a high quality Mezcal.

The brand Mezcal Amores was founded in 2010. The founders fell in love with what they believe is the best distillate in the world — mezcal — recognizing the uniqueness of the smells, flavors, and traditions of the communities where it is produced. Realizing that mezcal was not well known and appreciated, they created Amores (known as Amaras in the U.S.), a sustainable and socially conscious project. The mission of the company is to share its passion and devotion to the roots of Mexico, to honor the earth, and to dignify mezcal in the world. Mezcal Amores is the top selling super premium brand in Mexico and second in the overall category. It is also among the leading mezcal brands sold in Europe.

About the Portfolio

In the U.S., the Mezcal Amaras expressions honor the land by showcasing the terroir and are fermented naturally in the open air. Mezcal Amaras is 100% artisanal, handcrafted, organic and natural. At the core of the portfolio are two variants — Amaras Espadin and Amaras Cupreata. Amaras Espadin exudes floral aromas that lead to flavors of wood and mango with a slightly spicy finish. It is created by a cooperative located above the Valley of Oaxaca. Amaras Cupreata is made from the wild and rare Papalote agave found only on certain mountain slopes in the Rio Balsas basin in Guerrero. It yields notes of leather, cocoa, toasted pumpkin seeds with a slight 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.

Region: South America
Job Function: Sales/Marketing

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