The Brand Behind Mezcal’s Meteoric Rise: A Story Spanning 30 Years
Agave spirits are topping shoppers’ choice of tipple, but having delved into tequila, they’re now discovering the magic of mezcal. We’re taking it back to where it all began, with the brand that paved the way
Pernod Ricard’s world-leading Del Maguey Single Village Mezcal is marking 30 years of pioneering craftsmanship, authenticity and community as it gears up for a busy year of activity. The year-long celebration will pay homage to Del Maguey’s incredible journey from Mexico’s ‘best kept secret’ (uncovered by chance in a small weaving village), to multi-award-winning global leader – highlighting the brand’s pioneering history from its creation in 1995 by visionaries Ron Cooper and Steve Olson, through to its continually growing impact on the burgeoning agave spirits category.
“We’re celebrating our thirtieth anniversary, but Del Maguey’s story really began years before that,” says Steve Olson – Co-Founder of Del Maguey Single Village Mezcal. “Ron first discovered the magic of mezcal by pure chance in a small weaving village in Oaxaca, back when it was still Mexico’s best kept secret. He became enchanted by the spirit, the people creating it and the ancestral traditions surrounding it – and his passion was contagious. Together, we were compelled to uncover and share the very best mezcal.
“As the world’s only Single Village Mezcal, Del Maguey is a unique form of ‘Liquid Art’ that is inspired by the ancestral villages and maestros palenqueros – the ‘artists’ – that give each expression its own deep, complex flavour profile. That was the whole concept behind Del Maguey – to give these artists and their unique art form the global recognition it deserves.
“Now, with a global footprint spanning the world’s best bars, restaurants and retailers, we’re sharing the beauty of mezcal with new generations of spirits lovers – all while protecting the people, places and processes that make it so special.”
Del Maguey has led the way in introducing consumers and bartenders alike to the depth and diversity of the once lesser-known spirit. Today, it is the driving force behind mezcal’s exponential growth – outpacing the total category fourfold (+20.4% versus +5.3%). Hand-crafted in 10 single villages, using 12 agave varietals, Del Maguey’s portfolio offers 20 unique mezcal expressions which collectively showcase the breadth of flavour and diversity of Oaxaca’s and Puebla’s villages. Some of the best-known and loved include its core Del Maguey VIDA Clásico & VIDA Puebla, along with Del Maguey Chichicapa, Tobalá and Tepextate expressions.
The anniversary falls after another hugely successful year for the mezcal giant in which it reaffirmed its global status as the most awarded mezcal, with accolades including: IWSC’s Best Agave Producer and overall Outstanding Spirits Producer 2024; Trophy for Best Mezcal for Del Maguey Tobalá at the International Spirits Challenge 2024; Drinks International Annual Brands Report’s Best Mezcal for Margaritas, Bestselling Mezcal, Top 10 Trending Mezcal and Top 5 Bartenders’ Choice in the All-Time Leagues.
Michael Merolli, CEO at Pernod Ricard’s House of Tequila adds: “We are proud that Del Maguey has set the standard for artisanal mezcal by elevating the category on the global stage while championing both traditional production methods and the communities that craft each bottle by hand. Although becoming very popular, very quickly, it’s still a relatively small category and that really excites us. It means there’s still huge headroom for growth.
“This anniversary is not just a celebration of our past and position as the number one mezcal, but a commitment to how, as we continue to innovate and expand globally, we will advocate for sustainability and the preservation of the artisanal and ancestral processes and producing families that have defined both the category and Del Maguey since the start.”
Further information – Del Maguey Single Village Mezcal