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May 25, 2021

Agua Magica’s Mezcal – Product Launch

Tequila distiller Agua Magica has released its first mezcal.

By Andy Morton

  • Category – Spirits, mezcal, 40% abv
  • Available – From this month
  • Location – The US, available in both the on- and off-premise channels
  • Price – SRP of US$65 per 75cl bottle

The spirit, produced in Mexico’s Oaxaca region, is a blend of two different types of agave mezcal and is designed to be consumed neat. Agua Magica founder Rafael Shin said the product “embraces Oaxaca’s rich, artisanal history” while also supporting Mexico’s small-batch mezcal producers.

A portion of the profits will go to five family-run ‘palenques’, or production houses.

“From my upbringing in Mexico, with close ties to Oaxaca, and through my career analysing the Latin American spirits market, I noticed mezcal’s explosive growth was making the category increasingly commoditised and industrialised,” Shin explained. “My mission with Agua Magica is to initiate conversations around redirecting mezcal’s current growth trajectory, through a premiumisation and recontextualisation of mezcal consumption occasions.”

In March, Stolichnaya vodka owner Stoli Group set up a dedicated business unit for mezcal and Tequila. The division, called Agave Brands, will handle Stoli’s Cenote and Kah Tequilas as well as Se Busca mezcal.

Why Ranch Water could ride to Tequila’s rescue outside the US – Click here for a Just Drinks comment

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