Wow. Whoa. Holy shit. This week saw HUGE news in the mezcal world. Del Maguey Mezcal was acquired (a majority stake) by spirits industry giant Pernod Ricard. It is shocking, exciting, and troublesome to many as well. I’ll take the first two and pass on the third – not troubling to me at all.
First, a little background. Del Maguey, and it’s artist founder Ron Cooper, is the pioneering brand which brought the first premium mezcal to the U.S. in the mid-to-late 1990’s. Prior to the beginning of Ron’s evangelical campaign, mezcal was thought of as this worm-infused, gag-inducing swill only a frat boy could love. Del Maguey was largely alone in this pursuit for as long as ten years. It was not until the late 2000’s when other premium brands like Ilegal, Los Nahuales, Fidencio, and Pierde Almas, among others, began to show up in the U.S.
While certainly those brands, and a few others, have helped drive mezcal to where it is today, Del Maguey clearly got it started, and they are the number one selling mezcal in the U.S as a result. They have an army of industry supporters who prosthelytize the wonders of mezcal and Del Maguey, which has been awesome for the mezcal category. Their leadership, passion, and education-driven approach to mezcal has helped bring it to the forefront of the artisanal world of spirits. Sometimes I find the brand approaches mezcal with a bit too much reverence, but I cannot argue with the results. I too hold mezcal in high regard, but this is still booze after all! If we’re on a mission from god, let’s make it the Blues Brothers version. Mezcal is fun and sexy, cool and exotic, and an amazing tradition-laden spirit, so I don’t get too carried away.
And Del Maguey is REALLY good mezcal, especially their Vinos de Mezcal series and Single Village line-up. Their cocktail-oriented Vida is likely the main driver of their revenue, and no, it is not as good as their single village line-up, but it is also costs $35-$40 a bottle and works well in cocktails.
So that all said, it is a shock to see them sell the brand. The word from Ron is nothing will change in the way they operate the business, and they will continue to support and work with their palenqueros as they always have. And I have no doubt it is true because I know he and his team care so much about mezcal and what it represents. They would not do a deal with someone who did not subscribe to their world view, which is why this is not troubling to me in the least. Plus, I am a capitalist so more power to them. Del Maguey will now have more money and resources, and they will continue to produce their mezcal in an honest, sustainable way. For another take on this move, my friends at Mezcalistas posted THIS.
While Del Maguey is the first brand to be sold to one of the large spirit companies, there has been other action in the category. Bacardi bought a minority stake in Ilegal in February and Diageo has a distribution deal (and likely some equity stake or options) with Mezcal Union. Cuervo also has their own brand Creyente in the U.S. market, which they claim is made in an artisanal way, though I cannot say it tastes like an artisanal mezcal (I am stretching to find the nicest words I can). Nevertheless, the large spirit companies are approaching mezcal in the right way for the most part. They seem to recognize this is an artisanal product which cannot be industrialized.
I have a lot more to say on this subject and what it means for the future of mezcal. So this post is just a preview as spurred on by this huge industry news. You may not care about what else I am thinking, or you may be interested to know that I have already written a chapter on this very subject for my new book, the Revised Second Edition of Holy Smoke! It’s Mezcal!
Yes, I am revising the self-proclaimed best selling mezcal book of all time, Holy Smoke! It’s Mezcal! Is it really the best selling mezcal book of all time? Well, I am not really sure but it’s possible. And there really are not many books on mezcal so it can’t be that far off. I hope to have this ready to bring to market sometime this Fall.
So that’s it for now. Big news for the mezcal category and its continued growth. Thanks for reading and as always, drink mezcal!
Everybody likes lists. I like lists. I frequently write in lists. You see a headline with “the 10 Longest” or “the 5 Firmest” or “the 50 Best” or whatever it is, and you click on it. And you tend to skip through the preamble (you are likely skipping this now!) and go directly to the list – I mean that’s why you clicked the link – not so you could read some blah blah blah. Get me to the list!
But I figure I will ramble on for a paragraph or three and tell you why I put this one together. I compiled this because, while it has been done in Tequila many times, I cannot find a similar list that exists for mezcal. And the reason I think this is relevant is because, on a relative basis, high end mezcal is far less expensive than ultra premium tequila – so it’s interesting. You don’t have to look far to find tequila starting at $300+ and there are many offerings at $500+ and a handful north of $1,000! In fact, the 10 mezcals below combined cost about the same as a bottle of Clase Azul Extra Anejo Ultra at $1,700 a bottle. Mezcal, on the other hand, rarely tips $200 a bottle.
So what’s with the discrepancy? I mean tequila is a mezcal (you all know that). Why are these crazy pricey tequilas so prevalent? We all know that most of it is marketing. But some of it is rooted in the fact that most expensive tequilas are extra anejos, and there is an economic reality to barrel aged spirits: about 10% of what is in the barrel evaporates every year. Plus, the barrels cost money and many of these special tequilas are aged in unique (and even more expensive) barrels or casks. And of course, you are frequently paying for fancy crystal bottles or that kind of thing. Add in the marketing to all this, and BOOM, you have a $500 bottle.
Mezcal, by contrast, does not even have an extra anejo category and many in the mezcal world don’t even believe in barrel aging. Frequent readers of my blog and my book, Holy Smoke! It’s Mezcal! know that I disagree and think barrel aging can add complexity and depth to a mezcal while expanding the audience for the category. But nevertheless, there are not many mezcals aged for more than one year, so the economic loss factor of evaporation doesn’t really come into play. But also, given that mezcal is perceived as a “new” category, I doubt the market would support $500+ bottles of mezcal today. How a 500 year old spirit can be considered “new” is a rant for another day!
So let’s move to the list. As usual, when I talk about these things, I stick to things that you can readily buy. These are bottles that can be found at some high end liquor stores, like Astor Wines in NYC, or definitely online. Let’s start low and work our way up…
10. El Jolgorio Tobasiche, $150 at K&L. Jolgorio is one of the premier premium brands with many varietals in the $100-$150 range. They are all amazing and worth the loot.
9. Mezcalosfera de Mezcaloteca, $160 at K&L Wines. This ensamble of 5 varietals comes from the well-regarded tasting room Mezcaloteca in Oaxaca. I have not tried it because I struggle with the price given that this is from an unknown mezcalero. It may be great and worth the price but somehow I doubt it. Chime in if you know better! If I ever see it in a bar, I’m in.
8. Koch El Mezcal Coyote, $170 at Zee Tequila. Koch has a line of about 10 varietals offered in the US. I have tried many of them and I have several, though not this Coyote. Overall, I have been underwhelmed by the Koch line so shelling out $170 when the rest of the line is just OK does not seem like a wise use of my funds.
7. Real Minero Pechuga, $170 at K&L. I’ve never met a Real Minero that I don’t like and this is no exception. Many bottles in their line just missed this list clicking in at about $150. But they are all excellent and worth the price.
6. Del Maguey Pechuga, $180 at K&L. Much like Real Minero, El Jolgorio, and a few other really expensive brands, Del Maguey rarely misses. This pechuga set the standard as the first in the market a good 10+ years ago and it is still elite.
5. Pierde Almas Conejo and Pierde Almas Pechuga, both $200 at Zee. The conejo is made with the breast of a wild rabbit (so this is also a pechuga) and the “regular” pechuga is made with a wild turkey breast. The conejo has a strong licorice note, almost like a sambuca, and is really unique and excellent. The regular pechuga is a standout as well.
4. Del Maguey Ibercio, $200 at K&L. There are many in the mezcal world who rave about this mezcal. I suspect some feel they have to say they love it since it is from the excellent Del Maguey brand, who teamed-up with a celebrity chef, to create an Iberico ham pechuga. But I don’t get it – too salty for me which overpowers all else. One of the rare Del Maguey’s that I don’t love.
3. Clase Azul Durango (Cenizo), $200 at Zee. Mezcal brought to you from well known tequlia brand Clase Azul. It is a classic tequila move: big brand, cool bottle, good marketing = $200 bottle! Don’t fall for it in this case as it is just OK – certainly not worthy of the price for what’s in the bottle.
2. Wahaka Vino de Mezcal Series, $230+ at Zee. Wahaka is an excellent brand with a strong number of great bottles well under $100. But they also scour the far reaches of Mexico to bring unique, tiny batch, special bottlings that they market under their Vino de Mezcal Series. They are very limited release and Zee Tequila is the only place I know to buy them.
1A. Scorpion Mezcal Anejo (7 Year Aged) $230 and Scorpion Tobala Anejo $220 at Zee. Scorpion is a fine mezcal, though the taste profile is closer to a tequila. I have never gotten over the scorpion in the bottle gimmick so I have rarely tried it. But I have tried these deep anejo offerings and I feel the barrel has overwhelmed the mezcal, so they are not a favorite.
1B. Del Maguey Chichicapa Cask Finish 12 Year, $320 at Park Avenue Liquor. This is a late addition to the post (Chad F. – thanks for the tip). I bought this at least 5yrs ago at Park Ave and they still have it (as do I)! It is aged 12yrs in glass and then finished for 100 days in a Stags Leap Cabernet Barrel. Expensive but truly remarkable.
This is an interesting list, but the good news is you don’t have to pay near this much for a great mezcal. So many excellent mezcals can be found in the $50-$100 range. Check out a few of my previous posts if you want to see more.
As for pricey mezcals, you can expect to see more of them. As the category becomes more mainstream, brands will go after the ultra premium sector just as they have done in tequila. You will start to see fancy crystal bottles and that sort of thing. Some people don’t even care about what’s inside – they just want the cool bottle. For me, I want both. If the juice is good, I can definitely be persuaded to buy an expensive bottle even though I am likely overpaying.
One area where you can expect to see the emergence of expensive bottles is in the new mezcal category of “Aged in Glass”. This is part of the new mezcal NOM, and you will see producers rolling out mezcals that they have been aging in large glass bottles for 10+ years. It actually makes a notable difference and you will find the mezcal has more depth and has mellowed. So look for those as they will not be cheap but they are likely worth a premium price.
Sadly, it has been a few years since I did a deep dive and thorough update to this list. Yes, I have added a brand here and there, but I have not scoured the web in a few years to see what is really out there. And man have times changed!
When I last took a hard look, there were about 70 mezcal brands to be found in the U.S. Now I count 120+! Wow. Further, a few years ago there were around 50 brands that were traveling in the upper end of the market, and that has now risen to almost 90 brands in what I consider to be in the premium sector.
I used to have them all, and I can no longer say that. In my recent research, I found many brands I had never even heard of at premium prices and occasionally at premium packaging. A lot of these are definitely under the radar, which means they are not active on social media or apparently in the active promotion of their brand. I know because I follow this stuff. Also, when new brands are coming to the market they often issue press releases, and many contact me and are generous enough to send me a bottle – I am grateful every time! But many of the new brands below have done nothing to announce their presence in the U.S. market, so that is why I say under the radar. And if that is what they want to do, no problem! But I am curious about a good number of them and will be making some new purchases for sure.
You will find a lot of these brands if you read MY BOOK (shameless self-promotion perhaps, but hey, the blog is free so this is my form of selling ad space!). I talk about all these brands in greater depth, plus I take a detailed look at how the many varieties of agave impact the flavor of a mezcal – much like grapes are to wine, agave is to mezcal. The book is Holy Smoke! It’s Mezcal! and it is on Amazon. Notice the cool cover shot to the right. Buy a copy – I promise you won’t be disappointed! Now back to our regularly scheduled program…
So here is my currently assembled list of the brands that can be found in the U.S. The list is organized from top to bottom by the brands I am most familiar with, which means among other things, I can find them and drink them regularly, I read about them, and/or they are actively promoting their brands through social media, etc. As the list progresses, many of these I have never tried and never seen other than on a website. So they are mainly pretty obscure but some of them look quite interesting with a price point to match.
Toward the bottom of the list, there is a bunch of crap (that usually stirs up some controversy) – a bunch of industrial mezcals and some random stuff, many of which I have tried, hence that is what I call this part of the list crap. If you are looking for something good, stay higher on the list and do some research. When you see a mezcal for under $30, it is rarely good (though there are exceptions). Comments like that usually draw out some criticism that I am being elitist or worse, but it is simply a reality. It is VERY EXPENSIVE to produce a good, artisanal mezcal. Just a fact.
But if you think something toward the back of the pack is good, first you should drink it, and then let me know. I am always happy to learn and reassess. With that, here is what I have….
Oaxaca is a special place, and there is no better way to enjoy it than to journey out to a palenque (distillery) to see how mezcal is made first hand. Many years ago, when I first began touring palenques I was under the illusion that I was going out there just to see how mezcal was made. I thought I was going to see the agave fields, the earthen roasting pits, the horse drawn stone grinding mill, the fermentation tanks, the copper or clay pot stills, and the many other things that are involved in the ultimate arrival of this magical elixir. Basically, I thought it was all about the mechanics of making mezcal.
It took me awhile to figure it out, but now I know that the mechanics of making mezcal are only one slice of a palenque tour. What am I talking about? What else could there be? Well, as I said it did not hit me right away. But the more time I spent with mezcaleros and mezcaleras (female mezcaleros as I recently learned), I began to understand that they were not just sharing the process of mezcal production, but they were sharing their family history, their culture, their generational passion, their life.
Mezcal is so much more to these traditional producers. From the time most of them were small children, they have been around the palenque, sat with their fathers, mothers, aunts, cousins, uncles and grandparents, and absorbed all there is to know about making mezcal. For these producers, mezcal is the center of their world – it is their past, present and future. Mezcal is revered and core to who they are. It is present at every major milestone of their lives: births, communions, weddings, funerals, and everything in between.
So when you are lucky enough to be invited into their world, you eventually understand that mezcal is so much more than cutting, baking, fermenting and distilling. It is with an immense source of pride, passion and knowledge that they bring you into their inner circle.
And so it was on my recent trip to Oaxaca that my friends and I were invited into the sanctuary of the palenque at Real Minero. William Scanlan of Heavy Metl Premium Imports, who imports Real Minero in the U.S., knew I was dying to see this highly regarded producer for myself so he generously arranged our visit.
We arrived at the well-kept little town of Santa Catarina Minas, the heart of a historic mezcal making region. I’ve been told that all mezcal is made in clay pots in Santa Catarina Minas, as this is their tradition. I cannot verify if this is 100% true (maybe there is a copper pot rebel up in their hills), but if so, it’s awesome that this tradition has been kept so vibrant.
Real Minero is a storied mezcal brand from a 4th generation mezcal family. These days, the brand is being run by Graciela Angeles Carreño, the great granddaughter of the brand’s founder, or it could be the great great granddaughter, or the great great great granddaughter…the thing is they really don’t know how far back it goes. Many of these longtime mezcal-making families lose the trail as they backtrack the family tree into the 1800’s, and so it is with Real Minero. All they know is that there is 100+ years of mezcal making in their family. Love it!
While Graciella is a “Master Mezcalera” herself, her father Lorenzo Angeles Mendoza is also at the heart of their mezcal making these days. I put the term “Master Mezcalera” (same thing with “Master Mezcalero”) in quotes because Graciella explained that this term is all marketing. She said it did not really even exist until about 10yrs ago when mezcal started gaining popularity. Before that, you just made mezcal. Now you are labeled a “master” for simply doing what you have always done – making great mezcal in her case!
Graciella gave us a full tour of the Real Minero palenque. We started at their very modern warehouse which had surrounding agave fields with various varietals at different stages of development. The warehouse was quite large and spotless with an office and a conference room up the stairs at one end. I have never seen such modern facilities at a palenque – Real Minero is clearly planning for the future.
An agave field and various varietals in staggered states of maturity could be found throughout the property. There were a handful of A. karwinskii var. tripon – Real Minero makes the only mezcal I have seen with the tripon varietal. The one expression they have had in the states for years is an ensemble of four agaves, though now Metl is bringing in their whole amazing line of varietals. I asked Graciella if they made a single expression tripon, and she said they did and that the might have a few for purchase (but good luck finding it in the U.S.!). Now, I would just have to beat my buddies to it….
The agave fields held some beauties (if you like this kind of thing, which clearly I do) with huge towering arroquenos and quite a few varieties of Agave karwinskii nearing maturity. There was also an Agave rhodacantha, best known for the varietal mexicano (also known as dobadaan). Graciella explained that this rhodacantha was a cuixe varietal. I have only known a cuixe as an A. karwinskii, so this was a new agave varietal for me. Yes, I was truly psyched! As we walked the property, Graciella provided other little tidbits.
For example, she said that sometimes you will find rocks in the middle of a mature agave. Why? Because as the quiote starts to sprout, and if the agave is large enough (like an arroqueno), one cannot get to the middle of the agave to cut off the quiote. The quiote is cut off to keep the sugars and energy of the agave concentrated in the pina. So if an agave farmer cannot reach the quiote to cut it off, they throw rocks at it to break it! I thought she was pulling our leg, but no, it is true. More cool stuff for a mezcal nerd!
We left the fields and the warehouse and made our way to where the Real Minero distills their mezcal. Again, it was the cleanest, most well-organized palenque I have seen. Nothing was out of place. No stray equipment or tools. You could practically eat off the brick and cement floor. But it was not an industrial setting. Just a great looking, well kept gorgeous palenque. They not were roasting or crushing agave at this time, but they were distilling. They had eight clay pot stills, of which four were in the midst of distillation. My mouth started watering as Graciella pulled out a large gourd bowl and began filling it from one of the stills. Still warm from the still, she passed around a scrumptious 50% ABV tobala.
I am not sure there is anything better on the planet than tasting a great artisanal mezcal, right off the still, from one of the world’s renowned agave spirits producers. And we tasted. And tasted. And tasted some more. Not that is wasn’t already, but soon enough, everything was REALLY right with the world.
In a room adjacent to the stills, Graciella showed us a room with perhaps 50 huge glass containers in which they have been aging mezcal for over ten years! With the coming changes to the mezcal NOM, “aged in glass” will be a category unto itself. You may ask if aging in glass actually does anything to the mezcal? I have not tasted many so I am by no means an expert, but people in the mezcal world absolutely revere mezcals that have been aged in glass for many years. It smooths and mellows the mezcal. You will find it to be richer with greater depth and character. That certainly has been my experience, and though Graciella could not tell us when her glass-aged mezcal would hit the market, I would like to be first in line when it does.
After my friends stopped me from asking even more questions (were a few hundred too many?), we made our way back to the warehouse and Graciella treated us to a grand tasting of all Real Minero offerings. OMG! Find them. Buy them. Drink them. Happily, as I mentioned, most of these can now be found in the U.S., and they are amazing. The mezcal-y wizardry of the many generations of the Angeles family is poured into every bottle. These are truly great mezcals by any measure, all clay pot distilled, and each one lives up to the family’s reputation. Naturally, my friend’s and I bought as much as we could carry (and then some).
By now it was after 3pm, we were feeling good, and we were starving – which by the way, is almost what always happens when you are touring palenques in Oaxaca. Important safety tip: eat a big breakfast and bring protein bars! Graciella invited us to lunch at her local. As we drank beer and ate great food, I reflected on a special day at one of the more amazing palenques I am likely to ever see.
Graciella, thanks for a fantastic experience! Until next time, drink mezcal!
Oh man, just back from Oaxaca over MLK weekend and I am brimming with excitement and enthusiasm for what I learned, experienced and drank! I tried rare mezcals, traveled to palenques that I had never been to, ate more chapolines (grasshoppers), tried cicada salt (like sal de gusano but made with cicadas instead), and learned more nuances about the world of mezcal. One of the great pleasures of my favorite beverage is that there is always more to be discovered, and this trip, like the many before it, delivered yet again.
We had a great time, but were basically drinking mezcal (hey, this is important research I am doing!) from about 11am onward each day until the wee hours of of the morning. Sound like fun? You bet it was! (Shout out to my crew of Mike, Chris, Mario and Chris who were there in lock step with me).
I’ve been thinking about this and there is so much to share with my mezcal people (that’s you) that I barely know where to begin. So I decided to do a few posts instead of one looonnnnngggggg one. So this one is about our trip to the palenque of Eric Hernandez where Ilegal Mezcal is made, which was beautiful, educational, and first class in every way.
We arrived in Oaxaca on Thursday night, dropped our bags and headed out to In Situ to meet John Rexer, founder of Ilegal Mezcal, for our briefing on the next day’s activities. It went something like this: “You guys ready? You have shoes? Have you read Holy Smoke! It’s Mezcal!? OK you are good to go.” He may have left out the Holy Smoke part. In fact, maybe I made the whole thing up. Who can remember? We were drinking mezcal!
John is a passionate brand owner who fell in love with mezcal – the product and the tradition – while living in Mexico in the early 2000s. Later after he started a mezcal bar in Guatemala, he realized he could not find any mezcal locally. So he and his conspirators started smuggling it across the border to stock his bar. At first it was a few bottles, but it soon turned into a full fledged Pirates of the Caribbean operation. John has many funny stories about these early years of Ilegal, and they get better the more he drinks (John, have another!).
As for In Situ, if you have not been or have not heard, it is the best mezcaleria in the world with over 150 different bottles, each carefully curated by the owners, Ulises and Sandra. Unfortunately, they were out of town for the weekend and the barman discharged us way too early into the Oaxaca night. He was closing up, and we had only bought a bottle each and were preparing to do more tasting and more damage. But he unceremoniously kicked us out – Ulises would have had the good sense to keep us drinking and keep us buying (plus I think he may actually like us). So till next time In Situ…
The Ilegal Palenque
Ilegal is one of my favorite brands. I love their products – a beautiful espadin joven with light smoke and hints of lemon peel, a butterscotchy reposado, and a transcendent anejo. Some mezcal purists mistakenly look past Ilegal due to their aged mezcals – man is that a mistake. I have long argued that aged mezcals expand the market and bring in people that otherwise may not be initially enamored with a powerful joven. And Ilegal’s reposado and anejo are amazing spirits by any measure. By the way, Ilegal also has the best edgy guerrilla marketing and are not afraid to take a stand! They amuse me.
So after a night at In Situ, the next day we met the van promptly an hour after the appointed time for our trip out to Eric Hernandez’s palenque. Eric, who produces Ilegal, is a fourth generation mezcalero who is also an engineer – an important fact which comes into play here. Eric also holds the distinction of being the first certified producer: he has NOM number 1 (“O01X” on the back of your Ilegal bottle).
Having been to many palenques in the past, I know Ilegal to be one of the most respected and innovative distilleries in Oaxaca. Now this is “mezcal innovative”, not “tequila innovative”. There are no hydraulic lifts, large machines, column stills, hardhats, guys named Joey, conveyor belts, or people with hair nets and rubber booties. There is an earthen roasting pit, a tahona, an angry horse, wooden fermentation tanks, three copper stills, fruit trees, humming birds, a shrine, and an atmosphere ripe with smoke and roasted agave. This is mezcal baby.
His palenque is mid-size (think basketball court compared to some that are more like a squash court), very well kept and clean, and has a few extravagances like a small bottling room that can fill four bottles at a time.
Eric is deeply committed to the traditional production process of mezcal, but he has made a few engineering tweaks to the artisanal process. He also has pictures around the palenque of his grandfather in the 1930s serving mezcal from wooden barrels, which is interesting because some claim there is no tradition of aging mezcal, only tequila. Were those barrels simply for storage? Were they for purposeful aging? I don’t know but they are there.
He gave us a tour of the property starting with the earthen pit. It was fully loaded and had been baking for 3 days already. You reach down and feel the dirt mound and it is warm (so cool for a mezcal nerd!). Eric’s pit is the first example of where some of his engineering has been applied. He has built a pit that has a sub chamber below the main pit – he lights the fire there. This has the effect of creating less direct heat on the pinas and leads to a less smoky mezcal, which in my view is a signature of Eric’s mezcals. The indirect fire also allows for a permanent rock structure on which to pile the pinas. In most mezcal pits, the rocks have to be replaced every few firings because they simply start cracking, breaking and disintegrating as they are sitting right on the flames. In this pit, the rocks last a really long time which saves labor and river rocks. The design of the oven, which produces a more radiant heat, allows him to use less wood, a good thing in my view given the substantial deforestation in Oaxaca.
Another example of Eric applying his engineering skills to the production process is how he has made small adjustments to his copper stills. Pictured below is one of the stills he uses for the second distillation. Over time as a still ages, tiny flecks of metal will make their way into the distillation – it frequently evidences itself as sediment in a bottle of mezcal. As you may be able to see in this picture, there are 2 clamps attached to the vapor tube of the still which brings a small electrical charge to the vapors and extracts any potential metal flakes. Who thinks of this stuff? I don’t know if he developed this concept himself or read it in a book, but either way, it’s pretty cool.
After our palenque tour, it was time to do some eating and drinking! While lunch was scheduled for 1:00pm it was now about 4:00pm and we were starving (as a general rule of Oaxaca palenques, you can add 3 hours to any time estimates). But it was all worth the wait. Eric laid out a spread of beef, pork, chorizo, avocados, onions, salsa, and much more, which was all to be wrapped up in delicious homemade tortillas. But wait, that’s not all…
Eric also put out the Ilegal line plus a line of silvestre mezcals that he sells locally under a separate label. Plus he had a bartender whipping up some yummy cocktails! We felt special. We felt pampered.
So we ate and drank and listened to some music too. John had brought a few musicians along, who kept it lively and added to the positive vibe all around.
I found that all of Eric’s mezcals have a beautiful consistency. As his signature is one of light smoke, the flavor of the individual agaves shines through brilliantly. His espadin is light and fresh with citrus and roasted agave. The wild tepeztate under his local line is perfectly herbal and not overpowering. He had an ensemble made with seven agaves that had great balance that I couldn’t stop drinking. And the list goes on. All fantastic and oh so drinkable.
All in all, what a memorable day. John and Eric were generous hosts with great hospitality, great food, and amazing mezcals. I look forward to my next visit!
Next Post Coming Soon: My visit to the Real Minero palenque. Super cool!
Last year was the first edition of the mezcal-y holiday gift guide and it was a rousing success. Due to the overwhelming demand (can you believe a total of 3 people have asked me about it?!), I am back this year for Round 2!
So are you looking for that special gift for your favorite mezcal aficionado? Or maybe you are the mezcal-crazed one (we are therefore destined to be friends) and you want to introduce and share your passion with the up-and-comers or uneducated? Well, there is no better way to celebrate the holidays than to give or receive some cool mezcal swag!
So I have scoured the mezcal universe to find a few tidings of agave joy that may make this holiday season a mezcal-y one to remember! Without further ado, here are a few ideas:
Why not start with something a little self-serving…my book! Yes, this is the book I wrote, published in the summer of 2014. While I would give it glowing reviews, don’t listen to me. Check out the reviews on Amazon – 33 reviews and 30 of them are 5 stars! You can’t make this stuff up (well, you actually could, but I didn’t!). The book takes you through the history of mezcal, the ancient production process still utilized today, the types of agave used to make mezcal, the range of taste profiles driven by the agave varietals, a walk-through of all the brands found in the U.S., a crazy good cocktail section and much more! So if you are looking for a modestly priced ($35 on Amazon) mezcal gift, this is a good place to start.
Throughout the mezcal making regions in Mexico, you will find that a very common way to drink mezcal is in these cool little gourd cups- called jicaras. They feel like a thin wood, and the have a rounded bottom so they roll around a tiny bit. But as long as you have mezcal in them (and why wouldn’t you) they balance quite nicely. They are a pleasure to sip mezcal out of and a nod to the traditions of mezcal as well. I have NEVER seen these sold in the U.S. and now my friend Eduardo at Artisanal Mezcals has them ready for you. Yes, they are cheaper in Oaxaca, but you are not in Oaxaca – sadly, neither of us is. So 4 cups for $10 is a bargain and you can buy them HERE! Also, check out the mezcals he has for sale. Most of these are only available in the U.S. through his site, and he has some damn good mezcal there!
Now that you have jicaras, you may want to check out some cool copitas. As you may know, another traditional way to drink mezcal is out of little clay cups. The Del Maguey team has popularized this in the U.S., and it is indeed an enjoyable way to experience this fine spirit. I came across these on Etsy, and I think you will like them as well. Six copitas for $40 and you can buy them HERE!
My friends at Mezcalistas have a fantastic blog, just hosted their second annual bitchin’ mezcal event in San Francisco, and make some super cool T-shirts. As I tell them, they frequently make me jealous with their brilliant prose and in-depth analysis of the mezcal world. Plus, they are really nice people that you would be happy to drink mezcal with anytime! So in addition to fine writing, they also sell some cool, funky, mezcal-y T-shirts for $20. A modest investment for sure and a great gift! Here is a shot of one of the current prints.
Sal de Gusano
As many of you know, a traditional way to drink mezcal is with orange slices and sal de gusano, or “worm salt”. You dip a slice of orange into the sal de gusano in between sips of mezcal to cleanse the palate. It is delicious, refreshing, and spicy all at the same time. The salt is made from salt, chili spices and crushed agave larvae. I know it sounds bad, but trust me, it’s great! It basically tastes like spicy salt. Until recently, it was difficult to come by in the U.S., but now you can buy it HERE from Gran Mitla for about $14. The team behind Mezcal Vago is importing this now – much respect mon!
Great Bottles of Mezcal (Round 1)
So many great bottles to choose from. Lucky for you I have several guides geared to help you. Check out my Mezcal Starter Kit for some great ideas if you want to give some moderately priced mezcal bottles as a gift.
Great Bottles of Mezcal (Round 2)
If you want to elevate your gift to another level, check out my post on Mezcal – Premium Edition. When price is no object, this is the place to look. Some unbelievable bottles can be found here! Anyone of these will make a fine gift.
Experience Mezcal Tours
Experience Mezcal is another uber idea for that very special person on your list – an exclusive mezcal tour in Oaxaca. The man behind these tours is Clayton Szczech, an American living in Mexico who is as thoughtful and passionate about mezcal as it gets. The tour includes unique and private palenque (distillery) tours, tastings, and amazing food among other things. Think of this as a complete mezcal immersion! Clayton has been organizing these tours for years, and having met him on several occassions, I have no doubt that this is a first class operation and an amazing experiece. You can read more about it on his site. The 2016 dates have not been set, but you can contact Clayton and get a gift certificate. That would be one AMAZING gift!!
Other Ideas? Let Me Know?
These are just a handful of ideas. I would love it if I knew of other special things that other brands are doing for the holidays – special products, special bottlings, or whatever! Send me an email at firstname.lastname@example.org and I will add it to this post. Or if you are simply a mezcal aficionado and have other ideas that fit in, send it my way! In the meantime, have a great holiday season and drink mezcal!
People ask me all the time how many bottles of mezcal I have. I look around my apartment and I see bottles stashed everywhere: closets, cabinets, laundry room, kitchen, billiard room, parlor, library, conservatory, observation wing, theater, gazebo, tanning room (for hides not skin of course), and even the laboratory! With all these rooms, how can I find them to count them? Well OK, maybe that is not really the set up in NYC apartment. But I do have a lot of bottles and they are spread out a bit, and I have never taken the time to count them up….until now….
So people ask how many bottles I have, and then they usually ask me how that stacks up to other mezcal fans or bars and restaurants. Do I have more mezcal than any individual in NYC? In the U.S.? Or do I have more mezcals than any bars in the City? Of course, I really don’t know the answer to any of these, though I suspect I have more mezcal than any bar. That really is not that hard when you realize that the bars are pretty much limited to what they can buy commercially in the U.S. – things like liquor laws, tax stamps, importers and distributors come into play, so they are handicapped. Whereas, a private collection is uninhibited by such restrictions. So if you buy what is commercially available in the U.S. (which I pretty much do), plus you bring back a lot of bottles from Mexico (which I also do), then it is hard for a bar to keep up with that due to the restrictions they face.
So yes, I THINK I have more mezcals than any bar in the country but I don’t know if I have more than any private collection here in NYC or beyond. In fact, I highly doubt it. My friends at Mezcalistas on the West Coast may be killing me! (But no combining collections Max and Susan). But I don’t know. That’s what this post is all about. Take the Mezcal Challenge!
Are there bottles in the US that I don’t have? Absolutely. I buy what interests me. I don’t buy to artificially expand my collection. For example, I love most of the Del Maguey line but I really don’t need all 18 of their bottles in my apartment! I’ve tried them all, and I buy the ones I really like. Also, budgetary and storage constraints come into play (we are actually renovating our apartment in part to create more mezcal storage space….really). But I still have acquired much of what is out there, and probably tasted almost all of it.
I have acquired it but that doesn’t mean I still have it. My mezcal collection, probably like yours, is a living and breathing entity. Bottles come in, bottles are consumed, bottles go out. And there is a fair amount of turnover here as I drink a LOT of mezcal (not all on my own mind you…OK, maybe most of it).
So the Mezcal Challenge is a snapshot in time. How many bottles of mezcal do you have RIGHT NOW? But first, we need a few rules. I know, I know. Mezcal don’t need no stinkin’ rules! But we had to have a few. And yes, there is of course subjectivity, but we needed a methodology to count our bottles. For example, I have a lot of little sample bottles, but should those count? It does not feel right to me since they disappear with one swig. So they are out. What about mezcals you may have brought back from Mexico that have no label? Fantastic. They are in. Or the 200ml flask that fits in your back pocket? I say yes. So you see, there are a few considerations, and I have clearly given it deep meditative thought….
Bottle Counting Rules:
Size matters. No 2 ounce sample bottles. Size has to be 200ml or greater.
Bacanora, Sotol, Distillates de Agave, and Raicilla count. You deserve the credit if you have some of these.
Tequila does not count. No offense to tequila but this is about other agave distillates. My friends at Agave Idiots can run the Tequila Challenge.
This is a unique bottle competition. What does that mean? Well, if you have a case of Ilegal Joven or Del Maguey Vida in a closet, that does not count as 6 bottles – it is just one. Even if you have 2 of your favorite bottles, it still only counts as 1. But if you have 4 different expressions from Pierde Almas, that’s 4. Unique bottles only.
Different lots do not equal different bottles. This one is admittedly tricky. Different lots of the same brand can taste different for sure, but it is the same brand and same expression, so I am going to say it does not count. Tough call though and it would inflate my totals for sure.
Honor system. Ernst and Young will not show up at your door seeking verification. Photographic evidence may be requested for bold claims!
Personal Category and Professional Category
As I am anticipating an onslaught of entries (Mario help me out here!), I will have two categories. The Personal Category for individuals and The Professional Category for bars and restaurants. Depending on the geographic breakdown of entries, I may make a few categories for the winners (like US, Europe, Mexico, International, etc). Many bars want to claim that they have the largest selection of mezcal (I know because they want to be included on my Mezcal Joints page and they make these types of claims). I get that. Submit your entry. Let’s see how it goes, and maybe some obvious sub-categories will develop. Or perhaps, I will only get a handful of submissions (lame). We will find out!
But man am I curious. I would love to know you if you are a serious collector of mezcal, and I would love to know what bar or restaurant has the largest mezcal selection in the US and beyond!
Throwing Down the Gauntlet
Since I am initiating the Mezcal Challenge, you probably want to know how many unique bottles I have in my collection??? Should I disclose now or wait until other entries come in? Well, I want to set the tone so I will disclose my current unique bottles count with the complete list at the end of this post. So…….
I have 142 unique bottles of mezcal currently in my possession.
I guess it is a good number but it seems small when I think of tequila collectors I know (Hello Mark!) who have something like 2,000 bottles in their private collections (though that is probably not unique bottles). But anyway, it feels small. Well not small small, but big small. With me? But maybe not. You tell me. What have you got?? You don’t even have to list them all – just give me a number.
I will publish the results. You can send me an email to email@example.com or respond to this post. But either way, I will publish a results post in a few weeks time.
I am working on producing Mezcal PhD T-shirts – the logo design is in process. While not there yet, I will have these in the coming months, and that my friends will go to the lucky winners of the Mezcal Challenge!
So that’s it. I hope that some of you – any of you stake your claim to the title and give me a unique bottle count. And for the bars and restaurants out there, the crown of most mezcals in the US, London, Australia, Canada, Paris or wherever hopefully has some appeal! I look forward to any and all submissions!
So after many months and hundreds of submissions (would you believe dozens?), the results are in! A bit to my surprise, it appears that I have the largest private mezcal collection in the U.S. While no one from Mexico submitted a larger list, I would bet that my collection can be readily topped south of the border by more than a few people.
At any rate, I thank those that submitted their collections and here are some of the notable numbers:
Mario (“Marwinski”) 85 bottles (Hated mezcal 3yrs ago!)
Max (Mezcalistas) 40-ish (Turnover high – excessive consumption)
Ken (Mezcal journalist) 30-ish
Mike Jones (enthusiastic contributor) 15
Judah (Mezcal Vago) Unknown (Talks a big game – can prob back it up)
So there you have it! I owe T-shirts to Mario and Mezcal Review, though I have to make them first. They are extremely well-designed and super cool in my head, but I am slow to execute. But I will get there. I may send out some more freebies as well! Thanks to all for contributing!
This is a public service post. I am not an airline employee. I do not work for US Customs. I have not searched with an unrelenting fervor into all the rules and regulations on bringing bottles of booze back into the US from abroad. But I know enough to be dangerous and have several bottle-laden trips behind me so I have a bit of experience. Experience does NOT equal expertise so please do not take this as gospel.
When I post a bunch of bottle shots after a trip to Oaxaca, I frequently get asked how I was able to bring back that much mezcal (and I get asked even more frequently if I will share!). So here is a quick take on the way I see it.
What the Airlines Say
I think this is the trickiest piece of the puzzle, because it turns out that the airlines are more restrictive than US Customs. Living in NYC, I usually fly United through Houston to Oaxaca. Going through Houston gives me the added benefit of a stop at Papasito’s in the Houston airport – it’s mandatory if you have time! Looking into the United Airlines baggage policy, you will find that you can bring in 5 liters per person. 5 liters is equal to 6.67 typically sized bottles of 750 ml each. In other words, it rounds down to 6 bottles per person. That’s it. That’s their policy. 6 bottles. But I just brought back about 4 times that! How?
Well, the good news is that it does not appear to be the United Airlines employees’ responsibility to enforce that – at least not in Oaxaca. I had two suitcases this last trip – one was very heavy and one less so. The max limit on weight per bag is 23 Kilos, about 50 pounds. The counter agents told me they can give you leeway up to 25 kilos, or 55 pounds. Above that, you will pay a lot for excess weight (about $100 for every 5 lb overage). I was right at the 25 kilo leeway zone on one, and the other was probably 40 lbs. Two dense bags of 55 and 40 pounds is a lot of luggage for one person so I expected a few questions. To my now warmed mezcal heart, there were none! They checked the bags and on I went.
Now if someone from United Airlines is reading this, let’s not make a big deal out of it. The 5 liter limit seems arbitrary and unnecessary in the first place. If there is a reason, please let us know. We are not breaking any laws, US Customs or otherwise. The materials are not hazardous (unless CONSUMED in vast quantities). We are not bringing these back for commercial purposes. We are just mezcal geeks who love this shit and want to bring back as much of the stuff as possible that we cannot get in the US. That’s it. Nothing untoward.
That all said, I don’t think you want to be bragging to the people at the ticket counter about how much mezcal you scored! And my experience was with United. My friends Tom and Brenda recently came back from Oaxaca on AeroMexico and they got nailed. They were told they could only check 6 bottles PER BAG, and they actually had to give up 5 bottles. Imagine their pain! They had already checked the bags and they came and found them at the gate and told them them about the 6 per bag limit. Different from United Airlines where their website says 6 bottles PER PERSON. But United also did not come track me down at the gate, and one of my bags probably had 12 bottles of 750 ml (again, they never asked me about the weighty contents).
A mezcalero who regularly brings large quantities of mezcal to the US for tradeshows, etc told me that he is occasionally asked how many bottles he has in his very heavy luggage, and his response is always “4 bottles”. That’s his story and he is sticking with it. And it works. They don’t question it.
Bottom line: different airlines have different policies and different levels of enforcement. A number of us have had different experiences with different airlines so your experience may vary.
What US Customs Says
Most people think they can only bring back 1 or 2 bottles through US Customs. Not true. From the US Customs and Border Protection website:
“There is no federal limit on the amount of alcohol a traveler may import into the U.S. for personal use, however, large quantities might raise the suspicion that the importation is for commercial purposes, and a CBP officer could require the importer to obtain an Alcohol and Tobacco Tax and Trade Bureau (TTB) import license (which is required for all commercial importations) before releasing it. A general rule of thumb is that 1 case of alcohol is a personal use quantity – although travelers are still subject to state restrictions which may allow less.”
So you can bring back as much as you want as long as you declare it! The only catch is you are likely to have to pay tax above the 1 bottle limit. But note the “state restrictions” comment. I have only come through customs in Houston and if you go to the Texas Alcoholic Beverage Commission website, it says you can only bring in 1 gallon of distilled spirits. It seems this is not being enforced by the US Customs people in Houston. Right on my people! I have not looked into what other states say and have no idea if they enforce any limits. Maybe you know?
When I came through recently they asked me no questions and I went right through. My buddy Mario was pulled over and had a few less bottles than me (he could not keep up!) and he paid a total tax of $19. That’s it. No issue with the quantity he had.
So it appears US Customs has no issue with quantity as long as you will pay the tax (again with the caveat that some US states may enforce things differently).
The final piece of this public service announcement contains a few packing tips:
Take an empty suitcase. If you are really planning on loading up, it’s a pretty good idea to take an empty suitcase down there filled with packing tape, bubble wrap and WINE SKINS.
Buy Wine Skins. These things are fantastic! You can buy them at the Container Store or Amazon. They are wine-bottle shaped bubble wraps – sleak and compact yet highly protective. They will handle almost any-shaped mezcal bottle that you come across. The bubble wrap and packing tape are handy if you run out of Wine Skins or for smaller bottles.
Saran Wrap your bags. When you are leaving, at the Oaxaca airport, there is a guy there with one of those Saran Wrap machines (not sure what else to call it) where they wrap your bag about 30 times with a thin plastic cellophane. As your bag is likely to be heavy, this will help the structural integrity of the bag and keep everything nice and tight. It costs about $15 per bag, but I think it is a good investment.
I am sure I am forgetting a few other things, but for now, that’s all I’ve got. Remember this is based on a handful of experiences and is not gospel. So please no nasty hate mail if you follow this advice and you have to give up bottles. But again, this is all perfectly legal and not even perfectly legal with a wink of an eye. The US government says you can bring back as much as you want. So try it, or if you have an experience to share, reply to this post. Good luck in your mezcal adventures, and as always, drink mezcal!
Do you have loved ones who are mezcal-crazed? Or maybe you are the mezcal-crazed one (we are therefore destined to be friends) and you want to introduce and share your passion with the up-and-comers or uneducated? Well, there is no better way to celebrate the holidays than to give or receive some cool mezcal swag!
So I have scoured the mezcal universe to find a few tidings of agave joy that may make this holiday season a mezcal-y one to remember! Without further ado, here are a few ideas:
Why not start with something a little self-serving…my book! Yes, this is the book I wrote, published in the summer of 2014. While I would give it glowing reviews, don’t listen to me. Check out the reviews on Amazon – 18 reviews and all 5 stars! Exciting stuff for me. The book takes you through the history of mezcal, the ancient production process still utilized today, the types of agave used to make mezcal, the range of taste profiles driven by the agave varietals, a walk-through of all the brands found in the U.S., a crazy good cocktail section and much more! So if you are looking for a modestly priced (about $30 on Amazon) mezcal gift, this is a good place to start.
These are traditional small clay cups for drinking mezcal. The wide rim and shallow depth allow the aromas of a mezcal to flow freely and not concentrate the alcohol on the nose as many narrow mouthed glasses do. Previously, these things have been impossible to find in the U.S. But finally, Del Maguey started importing and selling them through Cocktail Kingdom, and you can now buy them. You can get 12 of them for $17.95! Bargain.
My friends at Mezcalistas have a fantastic blog. As I tell them, they frequently make me jealous with their brilliant prose and in-depth analysis of the mezcal world. Plus, they are really nice people that you would be happy to drink mezcal with anytime! So in addition to fine writing, they also sell some cool, funky, mezcal-y T-shirts thru Etsy for $20. A modest investment for sure and a great gift! Here is a shot of one of the three prints.
In Italian, malfatti means “mis-shapen”. In this case, they are wonderfully imperfect. They are elegant, impossibly light, and calling them gorgeous is an understatement. They are “malfatti” because they are individually hand-blown and each one is slightly different from the next. I have bought too many to count over the years as gifts for Christmas, birthdays, weddings, and for simply no reason at all. At $28 a glass, they are a special gift for someone and worth every penny. They are about 3 inches high and probably hold about 5 ounces of liquid. So they are perfect for a nice 2oz pour of your favorite mezcal. And the mouth of the glass is wide enough that the alcohol does not overpower you on the nose. They are quite strong too as they are made from borosilicate glass which you can read about HERE. All this is done by the amazing people at Ten Willow Studio.
As many of you know, a traditional way to drink mezcal is with orange slices and sal de gusano, or “worm salt”. You dip a slice of orange into the sal de gusano in between sips of mezcal to cleanse the palate. It is delicious, refreshing, and spicy all at the same time. The salt is made from salt, chili spices and crushed agave larvae. I know it sounds bad, but trust me, it’s great! It basically tastes like spicy salt. Until recently, it was difficult to come by in the U.S., but now you can buy it HERE from Gran Mitla for about $14. I am not sure I should be promoting the folks at Gran Mitla since in the past they promised to send me samples, which they never did! But I am all about good karma, and hey, there are worse things than not receiving salt in the mail!
Mezcal Premium Sampler – Package 1
It is incredibly difficult to pick just 3 bottles from all of the great brands and varietals that are available. But I know people are looking for some guidance, so much so that I did a whole post on this subject which you can view HERE. But if you are looking to buy a few bottles as an awesome gift, and don’t want to break the bank, here are 3 premium mezcals that are quite different from each other, yet are all made from agave espadin, and are great for sipping or cocktails. We have Wahaka Espadin ($34), Ilegal Joven ($47) and Marca Negra Espadin ($52). As I said, it is virtually impossible to choose just 3, but all 3 are well worth their weight in mezcal. All 3 are available from DrinkUpNY. Total damage for all is $133. In choosing these I also tried to stay with one website to limit shipping costs for you – so that was another constraint in picking these bottles.
Mezcal Premium Sampler – Package 2
OK, prices are not that much higher here but I am bringing in different offerings. Again, very difficult choices here but I tried to stay in the mid-range of price (less than $75 a bottle) while still choosing amazing mezcals. We have Mezcal Vago Ensemble de Barro ($70), El Silencio Joven ($50), and Ocho Cientos Sotol ($43). The Vago and Silencio are yummy ensembles and the Ocho is a great sotol which tastes very much like a great mezcal. Total damage here is $163 and they can be purchased at K&L Wines.
Mezcal Premium Sampler – Package 3
Let’s get crazy. Let’s get nuts. Here are a few super-premium bottles. While they have the prices to show it, they also have the quality as well. In fact, they are all unbelievable! We have Del Maguey Arroqueno ($100), which won my arroqueno throw down, El Jolgorio Mexicano ($120), and the amazing Pierde Almas Conejo ($190). The stunning total cost here is $410 and they are all available at Hi-Time Wine Cellars.
These 3 sample packs are tricky because there are many excellent mezcals as I said. You can feel free to mix and match of course but each is available at the websites mentioned. You have to select them individually at these websites since they have not figured out how cool it would be to have the “Mezcal PhD Premium Package” as an offering. As the shipping costs can get high, it is always better to buy multiple bottles at the same time.
This is a special bottling by Ilegal – only 180 bottles – that they created for Esquire magazine. It is a blend of 80% mezcal anejo that’s been aged in American oak for one year and 20% mezcal anejo aged in French oak for two years. I had the pleasure of trying this amazing anejo a few weeks ago and it was off the charts, as it should be for $140 – worth every penny. I have already bought several for Christmas gifts (and a few for myself perhaps…). Get it while you can.
Here is another cool idea. Get your special person a subscription to the Mezcal’s Club, which sends out quarterly care packs of lovely mezcals, all of which they say you cannot buy in the U.S. While their low price point for a regular membership clocks in at a hefty $395, you are getting 3 carefully selected bottles and you don’t have to go to Mexico to get them! According to the folks at Mezcal Club, the mezcal value is around $200 and the shipping is around $150. Their current membership drive expires December 1, but if you miss this slot, they will be reoffering new memberships this summer – so you can always give the gift of a forward membership if you miss this one.
This is another uber idea for that very special person on your list – an exclusive mezcal tour in Oaxaca. The man behind these tours is Clayton Szczech, an American living in Mexico who is as thoughtful and passionate about mezcal as it gets. The tour includes unique and private palenque (distillery) tours, tastings, and amazing food among other things. Think of this as a complete mezcal immersion! Clayton has been organizing these tours for years, and having met him on several occassions, I have no doubt that this is a first class operation and an amazing experiece. You can read more about it on his site but the spring 2015 dates are March 16-19 and April 26-29. Pricing is on his website but it is around $1,000 a person. I am sure it is worth every penny, and I wish I could join you!
Other Ideas? Let Me Know?
These are just a handful of ideas. I would love it if I knew of other special things that other brands are doing for the holidays – special products, special bottlings, or whatever! Send me an email at firstname.lastname@example.org and I will add it to this post. Or if you are simply a mezcal aficionado and have other ideas that fit in, send it my way! In the meantime, have a great holiday season and drink mezcal!
Over the past few months I have been trading emails with Rachel Glueck. She and her husband are living the dream – granted it is not a well-funded dream, but a dream nevertheless. So I am trying to help them out a bit. A friend in need is a friend in need of mezcal (and maybe a little cash in this case). Rachel and her husband Noel, are traveling Mexico in search of brilliant, ultra-small batch and undiscovered mezcals with the goal to start importing some of these under their own label, El Amor del Diablo Mezcal (translated as “The Devil’s Love”). But I am ahead of myself. Who are Rachel and Noel?
Their story is an old but familiar tale: Boy is Tezcatlipoca dancer. Girl sails the Caribbean in homemade boat. Girl meets boy at Aztec sweat lodge. Boy and girl do mezcal body shots. Girl and boy fall in love. Common but classic.
So what are these love birds doing? Well, Noel has mezcal blood running through his veins as both his father and grandfather were mezcaleros. And Rachel, well as far as I can tell, she is up for anything. So they are starting a brand and to do so they are crowd funding their research and start-up expenses. They are focused on supporting mezcaleros who only produce small-batch mezcals and value sustainability. I have no doubt that they are uncovering hidden gems deep in the heart of Mexico.
There are hundreds, if not thousands, of small batch producers in Mexico who have been making mezcal for generations. They have great pride in their products yet have little ability to sell their fine mezcals beyond their immediate communities. This is where El Amor Diablo comes in. They cannot help them all, but even if they help a few, that is a worthy cause, and we as consumers will be happy they have made their way to the U.S.
I give Rachel and Noel a ton of credit for their passion, resourcefulness and entrepreneurial spirit. They are really doing this on a shoestring – in fact, more like a tiny little piece of thread. They are traveling light, sleeping under the stars, eating ramen, and generally using their limited funds very wisely.
If you are inspired at all and want to contribute you can do that HERE. I did. And they have some really cool swag as well depending on the level of support you provide. Contributions start as low as $10. Me? I favor the $125 contribution because you get a whole host of items including the amazing book Holy Smoke! It’s Mezcal!. Oh yeah I remember now, I wrote that!
So that is about it. It is a cool story and they are nice people trying to do something to help small producers. And I know any support you provide them will be greatly appreciated! In the meantime, drink mezcal!
P.S. I almost entitled this post “Save Rachel’s Purse!” They are so frugal (to their credit) that Rachel is trying to sell her purse for about $200 to pay for the registration of their business name. We cannot let that happen. God save the purse!