Diageo, Proximo, Campari Among Those Seeding Growth In Mezcal

After several years of rapid growth from a small base, mezcal is gaining traction with mainstream consumers, propelled by brand leaders like Del Maguey, Ilegal, and Banhez. But other spirits players are likewise seeding growth in the category, especially on-premise, as it begins appearing widely on drinks menus across the country.

Diageo has a pair of mezcal brands among the largest nationwide, led by Casamigos, which ranked fourth at 55,000 cases in 2022 on 31% growth, according to Impact Databank. The Sombra label, which Diageo gained in its 2020 acquisition of Davos Brands, is likewise rising from a small base, registering 15,000 cases last year. The company also counts Pierde Almas and Union among its mezcal offerings.

Proximo Spirits is also on the move in mezcal with two labels: 400 Conejos and Creyente. 400 Conejos is the larger brand at 29,000 cases. Last year, it grew by nearly 130%, continuing a strong growth curve from its 2019 debut when it moved fewer than 500 cases. 400 Conejos has more than doubled in size each year since 2020, outpacing Creyente, which has a smaller presence.

Other rising mezcal brands in the U.S. include offerings from Campari (Montelobos), 3 Badge Beverage Corp (Bozal), Heaven Hill (Vago), and Blue Ridge Spirits & Wine (Zignum). These range in size from Montelobos at 20,000 cases to Zignum, building from a base of 5,000 cases, and all saw growth in 2022.

Last year, Zignum launched a Cristalino mezcal made from Espadín agave and matured for 24 months in French oak before being filtered until clear. At the top end of the category, the Kimo Sabe label recently debuted a 6 Year Grand Reserve Añejo featuring hand-beaded packaging and paired with an NFT. Additionally, Constellation holds a minority stake in the El Silencio brand, and Beam Suntory has signaled interest in joining the category via acquisition.

New releases like Mezcal Campante are also entering the market, intent on bringing new consumers into the category. Mezcal Campante counts New York, California, and Florida as its largest markets, with New Jersey as another area of focus. “We will be expanding our distribution with the onboarding of various leading distributors as well as entering a few new markets,” said CEO Shirley Leigh-Wood Oakes. “We’re also considering entering smaller markets where we know Campante is perfect for that new ‘mezcal curious’ consumer.”—Shane English

Tagged : 400 Conejos, Bozal, Casamigos, Creyente, Davos, Diageo, Mezcal Campante, Montelobos, Proximo, Sombra, Vago, Zignum

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