In the past 90 days, 328K beverage influencers have mentioned the spirit: Mezcal.
Mezcal originates from Mexico and it’s made from the plant agave— just like tequila. What’s the difference between the two, you ask?
Well, technically tequila is considered a type of mezcal but all mezcals are not the same as tequilas. The main reason why is because mezcals are ANY agave-based liquor made from ANY type of agave plant grown ANYWHERE in Mexico. Tequilas in the other hand are strictly made from the Blue Agave plant.
Now that we understand the difference, let's get back to mezcals.
One of the things that is so exciting about this spirit is the fact that it can be made out of over 30 different types of agave plants. Another is the distinct artisanal process to produce mezcal.
The distillation process is over two centuries old and it involves burying and slow roasting the heart of the agave plants in wood-fired earth pits with volcanic rocks. Have you ever tasted mezcal neat? Did you notice a smoky flavor? This process is how you get that distinct taste!
America’s growing taste for mezcal is boosting the economy for Mexico’s town of Oaxaca— the production center for the spirit.
According to “NPR,” the spirit is attracting tourists and business people alike to the Oaxaca who are interested in learning more about the distillation details and export opportunities. “Demand for mezcal is growing. Last year it was Mexico's third-largest alcoholic export, behind beer and tequila, generating more than $26 million, according to the Mexican government,” reports “NPR.”
This inspired our sister data company, Foodable Labs, to further look into the mezcal spirit segment.
Here are some interesting data key points:
21 to 34 beverage influencers ask for mezcal 2.6 times per month, up 31 percent from this same time last year
21 percent of bartenders are offering mezcal on their menus
Top Cities for Mezcal lovers
1 - NYC
2 - Atlanta
3 - Phoenix
4 - Minniappolis
5 - Los Angeles
Check out the top mezcal brands by brand sentiment!
Del Maguey, Single Village Mezcal is ranked at the No. 1 spot in brand sentiment.
This company was founded in 1995 by Ron Cooper who set out to produce mezcal in its original artisanal way, dating back pre-Hispanics time. Each green bottle of Del Maguey, which translates to From Agave in english, credits each village where the mezcal is made. The company combines original organic processes with varying microclimates and terroir to give each mezcal bottle a unique, rich, sweet and smoky flavor notes. When you look at Del Maguey’s social media accounts, the brand focuses on highlighting the production process of its loved spirit.
Ilegal Mezcal is ranked at the No. 2 spot in brand sentiment.
This company was launched by John Rexer, an American from New York living in Guatemala, who was passionate about Mezcal ever since he had traveled to Mexico. He loved the spirit so much that he even smuggled some across the Mexico border to Guatemala before he decided to launch his own brand. He partnered up with Mexican Mezcal producers from Oaxaca to create three distinct mezcal bottles (Joven, Reposado, Añejo) each differentiated by its aging cycles.
The brand extends into music, art and culture promoting an edgy carefree lifestyle and transcending boundaries beyond their product, positioning the brand as a way of life.
This brand not only projects a cool ‘x factor’ when you look at its presence in social media, but it’s also not afraid to make bold statements. You may have come across some headlines over the last couple of years where Ilegal Mezcal calls out President Trump.
El Jolgorio is ranked at the No. 3 spot in brand sentiment.
This brand is named after the events the spirit of mezcal forms an important part of. Rituals, ceremonies and festivities are known as “Jolgorios” in Oaxacan villages. El Jolgorio produces nine distinct mezcals characterized by the different species of agave, each village that distills it, and finally, the passion and signature of its Maestro Mezcalero.
Mezcal by El Jolgorio is made from 100 percent Agave Espadín and its producers are hand-selected for their expertise in crafting traditional mezcal.
The following brands ranked 4 through 10 in brand sentiment: