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union mezcal diageo

Diageo, the largest global spirits company and a VinePair investor, manages distribution for Mezcal Union. They weren’t sure what exactly they wanted to do, so they began visiting palenques in Oaxaca to talk to people about what would work. All jovens. The multinational beverage company Diageo laid the first stone for the expansion of its Atotonilco, Jalisco, plant this week, part of a US $400-million investment announced in 2015 after it … It involves fractionally blending new batches into a. The agreement keeps the ownership of Union in the hands of its founders, while opening the doors to a wider distribution network. Pernod is one of the top five spirit companies in the world, along with Diageo, Brown-Forman, Bacardi and Suntory. For those who don’t know, Diageo is one of the world’s largest, publicly traded alcohol companies. Mezcal Union El Viejo Mezcal; Oban 14 Year Old; Ypióca Cinco Chaves Cachaça “As Alcohol Responsibility Month, April’s a great time to learn more about the importance of enjoying these award-winning brands responsibly,” said Guy Smith, EVP, Diageo North America. Joven and Anejo, plus a tobala. In February, London-based Diageo, the world’s largest distiller, signed a distribution agreement with Mezcal Union, a Mexico City-based brand that’s only five years old. Scorpion. In February, London-based Diageo, the world’s largest distiller, signed a distribution agreement with Mezcal Union, a Mexico City brand that’s only five years old. Follow @mezcalreviews Mezcal Reviews on Instagram, © Mezcalerbro 2016-2021 •  Privacy & Terms. Last year, Mezcal Union, a five year-old brand, exported about a third of its production, mostly to its northern neighbor. We met one of their co-founders, Alejandro, at a Mezcal Union tasting at Austin Wine Merchant a few months ago. Mezcal Reviews on Facebook Sorry, your blog cannot share posts by email. We’re just like you…we really, really like mezcal. In order to move the spirit of mezcal forward, and increase the livelihood of those involved in producing it, some sort of co-op or union needed to be created, which is how they got the name for their brand. It’s a win-win. 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. The road out to the Palenque was well off the paved highway, down a steep and winding dirt path that has a sharp open ledge that drops off several hundred feet at times. To be clear, Diageo is not paying us. Diageo has acquired super-premium mezcal brand Pierde Almas as it seeks to develop the mezcal category in Mexico and around the world. All locations cook the agave together with White Oak in stone hornos (underground ovens), mill the cooked agave by horse drawn tahona, and distill the mezcal in copper stills. Pernod Ricard SA this month agreed to acquire the Del Maguey mezcal brand, following a distribution agreement by Diageo with Mezcal Union signed in February 2016. It’s a good thing to be able to look behind the scenes in order to better understand who is doing what – and how – in the world of mezcal. “If you want to go fast, go alone. We arrived at the palenque (distillery) to find that it was completely off the grid, with no electricity or running water. So how do they get a consistent spirit from bottle-to-bottle and batch-to-batch if their mezcal is made in 14 different palenques by 14 different families? The partnership between Union and Diageo keeps Mezcal Union in the hands of its founders, while allowing Union to pick and choose which distributors and importers they want to work with across the globe. Given the moves by both Diageo and Bacardi in the mezcal world– Mezcal Union and Ilegal Mezcal respectively, it was rumored that Pernod was looking to pick up a brand for its portfolio. I just had Alejandro make a presentation with my Diageo rep, and the Union product is excellent, and it was very interesting going through the various steps, talking about the different varieties of Agave used, about the various distillers. Follow @mezcalreviews The process seems to be something that gives them better consistency without jeopardizing the families they’ve been working with for many years. They picked us up at our Airbnb in Centro around 9am and took us to an amazing breakfast of coffee, Oaxacan hot chocolate, and some of their favorite Oaxacan breakfast plates. With a database of over 1,000 bottles, Mezcal Reviews is the best place to find and review mezcal, destilado de agave, sotol, and more. Many large brands seeking to capitalize on the quick growth and popularity of mezcal are buying all of the agave they can find. The world's No.1 premium drinks company brings all you need to help you raise the bar and your career: training and education, bar news, cocktail trends, drinks inspiration, a global network of experts and words from gurus and bartenders all around the world. They called it Union Uno, because it was their first release, and it’s been extremely popular to date. The partnership between Union and Diageo keeps Mezcal Union in the hands of its founders, while allowing Union to pick and choose which distributors and importers they want to work with across the globe. With the help of their mezcalero, they began adding more palenques to produce their Uno mezcal. Mezcal Reviews on Facebook Though Pedro Hernandez is their master mezcalero, each bottle is produced by a union of Oaxacan families. Agave Arroqueno and Tepextate, for example, can take over 20 years to mature. Mezcal Union is a favorite among bartenders in both the US and Mexico. He’s confident in the positive changes that Union is able to create for everyone involved in each step of the production process. In February of 2017, Mezcal Union signed a distribution agreement with Diageo. They own spirits companies across the world, and they just started working as a distributor for Union. THE TOP TRAINING, INSPIRATION, AND NETWORKING HUB FOR PROFESSIONALS BARTENDERS. It’s Sotol from the sta, Overjoyed that these new @sotoleros have finally a, This unique destilado de agave uses pulque (fermen, #mezcalmonday Vago Elote from the Hijos de Aquilin, Del Maguey Tobala has been on the market for over, #mezcalmonday Mezcalero Don Jose Lucas and his son, El Jolgorio Tepeztate: Tasting 5 Different Batches, Maguey Melate Espadin – Lidia Hernández Hernández, Mezcalosfera Tobala/​Madrecuixe – Felipe Cortés, Mezcalosfera Tobala/​Verde/​Madrecuixe/​Cuixe/​Espadin – Felipe Cortés. These partnerships help the farming families maximize their ability to sustainably meet demand, while still allowing them autonomy to operate within the Union network. Vermont-based rye whiskey producer Whistlepig has sold a minority stake to Moët Hennessy in a bid to help the brand expand internationally Each of their palenques is hand chosen to make their mezcal. Johnnie Walker owner Diageo invested £550,000 (US$752,000) in the construction of a weir to increase the sustainability of fish stocks in the river Dullan. There’s not another building or sign of human life in sight, and its position on the side of a mountain slope gives it a nice gentle breeze that fits the spirits that are made there. The agave Cirial adds a slight vegetal character that smooths the tougher notes found in some other mezcals. 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. Andres explained that they currently have 14 palenques making Union mezcal and they will likely need to add more soon. They met an old man on one of these visits who explained that the growing popularity of mezcal is changing the demands on those who have been producing mezcal for generations. Most are already making mezcal and selling it on their own, and Union is able to offer them the opportunity to make their ensambles (Uno & Viejo) in exchange for use of Union’s financing, resources, and infrastructure. Siete Misterios. Alejandro’s acknowledgement of this issue is crucial, and it illustrates what really makes Mezcal Union unique. Kudos! I knew that there was a blending process that larger spirits producers used, but never actually looked into the details. It’s clear when talking to Andres that he cares deeply for the communities in which they work. Mezcal Union began when a group of friends decided to start a mezcal project. Many varietals. Mezcal Reviews on Instagram, © Mezcalerbro 2016-2021 •  Privacy & Terms, Maguey Melate Espadin – Lidia Hernández Hernández, Mezcalosfera Tobala/​Madrecuixe – Felipe Cortés, Mezcalosfera Tobala/​Verde/​Madrecuixe/​Cuixe/​Espadin – Felipe Cortés. They wanted to make sure that their practices were as sustainable as possible. Otros destilados del agave. Expect to see more this year. The Solera process allows them to maintain product consistency as well as continue to operate as a collective of individual families and palenques. When we told a bartender in Oaxaca that we were headed out to visit Mezcal Union, he asked how much Diageo was paying us to write a blog post. Mezcal Union El Viejo, named in homage of the old man. If you’ve been drinking Union for as long as us, you may also recall that older batches included agave Barril as well. report this profile about during the first phase of the development of the project of mezcal uniÒn we managed to capture more than 150 clients using as strategy the mixology within the centers of consumption, that what today marks as trend in the tourist zone of tulum . Mezcal: conocido por sus característicos sabores ahumados, el mezcal se puede producir a partir de 8 variedades diferentes de la planta de agave, como Espadin o Tobala.La mayoría de las notas ahumadas se derivan del proceso de producción, donde la piña se tuesta en pozos revestidos de piedra, se tritura y se agrega con agua a un barril para fermentar. More tequila-like in production methods resulting in little smoke. Their Union El Viejo, which is an ensamble of agave Espadin and Tobala, is named in homage to this old man. The country’s beloved spirits professionals on how they’ll be enjoying the agave spirit in the coming cold winter months—from a mezcal hot chocolate to a Pinot Noir mezcal mule and beyond. In February, London-based Diageo… (This came the heels of Bacardi’s purchase of a minority stake in Ilegal Mezcal in February and Diageo’s distribution deal with Mezcal Union last year.) In the beginning, the co-founders handled all the business, and they left their mezcalero to control the product. This is noteworthy, because almost all other mezcals at their price point are made with strictly agave Espadin. diageo. You’ve likely seen it at a liquor store or at your local corner bar. The agreement keeps the ownership of Union in the hands of its founders, while opening the doors to a wider distribution network. 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. To do this, they hired a new employee to work directly with agave farmers. universidad tecnologica de la costa grande de guerrero. He said that future mezcaleros would not be able to do all of the distilling, bottling, branding, marketing, sustainability efforts, etc…that are essential to the growing demands of the profession. They do this without putting forth any replanting initiatives, and thus putting further stress on the fragile agav-e-conomy. An ensemble is there only offering. We asked him why they no longer use Barril in their spirits, and he told us they realized that they were unable to source the Barril sustainably. This increases their ability to introduce new people and new places to mezcal. In February of 2017, Mezcal Union signed a distribution agreement with Diageo. Joven, Repo, Anejo, plus several varietals. Alejandro had connected us to Andres and Pablo. That’s how they named the company, and that’s how they decided to make a mezcal that featured different producer families. Andres grabbed a few bottles of mezcal, some veladoras, and a six pack of Modelo Especial from the trunk of the car. Agreed! Seems like a good way for Mezcal producers to handle growth and promote consistency. If you want to go far, go together,” he told us. Several varietals plus aged products out to 7 years. Smirnoff owner Diageo has threatened far-right political organisation The Proud Boys with legal action over its use of a logo similar to Johnnie Walker’s Striding Man emblem. I’m fascinated by the Solera process. Andres runs Union’s operations from Mexico City and Pablo lives in Oaxaca and regularly checks on the different palenques that make their mezcal. Smirnoff owner Diageo will donate US$10 million to support 25 Black educational institutes in the US as it seeks to expand diversity in the alcohol sector. This increases their ability to introduce new people and new places to mezcal. Mezcal El Silencio | 892 followers on LinkedIn. They drove us to San Baltazar, a small town surrounded by agave-rich hills, about 90 minutes outside of Oaxaca City. Andres described himself and his Union colleagues as Social Entrepreneurs, and the Solera process allows them to maintain a high level of social impact. In fact, no one is paying us. They use roughly the same percentages of each agave for each batch – Espadin & Cirial for the Union Uno, and Espadin & Tobala for the Union Viejo. While currently a drop in the ocean compared to tequila consumption, the big boys of Pernod Ricard and Diageo (respective owners of Del Maguey, Mezcal … Diageo has a distribution agreement with Mezcal Unión and completely owns Pierde Almas, while Pernod Ricard acquired a majority stake in … Join to Connect Mezcal Union ... - Grew Diageo menu share by over 30% within the first 6 months in market. Mezcal Reviews on Twitter As you may have read in our Sustainability Blog Post, the future of agave is a serious concern as mezcal continues to gain more international acclaim. Post was not sent - check your email addresses! The last thing that we wanted to discuss with Andres was Diageo. Mezcal Union’s founder realized farmers of the agave it used weren’t getting a fair cut so it actually rallied them to form a union. A few months after meeting Alejandro in Austin, we got a chance to catch up with Mezcal Union at their distillery in San Baltazar, Oaxaca. Read more about Mezcal Union on our blog: Mezcal Union Palenque Tour. His sole job is to form partnerships with farmers, helping them to plant agave based on estimated future demand. Excellent write-up! The British multinational Diageo sealed a deal to distribute Union, another large brand, in February, and this summer the tequila giant José Cuervo launched Creyente, the second mezcal … Brand Manager at Mezcal Union Denver, Colorado, United States 500+ connections. Each palenque uses only the hearts rendered during distillation, not the puntas (heads) or colas (tails). The people and communities involved in the production of their mezcal are at the forefront of their plans moving forward. Most other brands that reach this level of demand in both Mexico and abroad have taken a very different path. If you’ve ever looked at their bottle closely, you may have noticed that it’s made with both agave Espadin and agave Cirial. Andres sees this as a very good thing as it allows them to continue to grow their union of agave farmers and mezcaleros. Intense and explosive, yet endless in character. Union is one of the most commonly found mezcals for cocktails in the US and Mexico. MEZCAL AMORES is “A project made with love”. The stream next to it was dry due to lack of rain, but their mezcalero was grinding freshly cooked agave via horse-drawn tahona. Mezcal Reviews on Twitter This long growing cycle makes it extremely difficult to estimate future demand, and no one predicted the current mezcal boom, which has put stress on the industry. Read more about Mezcal Union on our blog: Mezcal Union Palenque Tour *Supported Diageo Tech Ventures program, leading performance management reviews and implementation of marketing pilots ... * Partnered with Union Mezcal … With the addition of these palenques, the Union was born, and the co-founders began seeing the positive impact that their cooperative brand could have on the rural communities that made their mezcal. Here are the big ones: The tahona that is used to mill the cooked agave before distillation. They’re both young, energetic, and passionate about what they do. Once they had several individual palenques making their mezcal, they realized that they needed to be more involved with the sourcing of their agave. Each palenque uses the same processes for producing their spirits. They soon realized, however, that they needed to increase production in order to meet demand. Read more about Mezcal Union on our blog: Mezcal Union Palenque Tour (11) Mezcal Union. The palenque we visited in San Baltazar is his favorite, he told us, and it’s clear to see why. There are several checks and balances in place to ensure consistency of Mezcal Union across their different producers. In February of 2017, Mezcal Union signed a distribution agreement with Diageo. Mezcal Yuu Baal. Conditions of Use; Privacy and Cookie Notice; UGC Policy; Accessibility; Do Not Sell My Personal Data; Responsibility.org; DRINKiQ; theBar.com © Diageo 2020 The average agave Espadin takes 8-10 years before it reaches maturity and wild agave takes even longer. Though their model is new, they’re intent on sticking to their original ideals. Their story says that when starting the company, an old man told them that the future of mezcal would be based on a UNIÓN. We walked over to the thatched roof, open-air structure near the horno, and sat down to talk about Mezcal Union. The little town rests between mountain slopes that have deep crevasses cut from flowing water in the rainy season. Some mezcal purists reading this might cringe at the Solera process, but let’s consider the alternative. These other brands have opted to begin producing in large, industrial, tequila-like distilleries, which runs counter to what Union initially set out to accomplish. Have you tried Palmilla? Sacacuento. The underground stone horno (oven) used to cook agave. The most versatile Premium Mezcal on the market. Mezcal Union is in the beginning stages of implementing a Solera process, which they’re adapting from other alcohol beverage industries like wine, beer, and brandy. The agreement keeps the ownership of Union in the hands of its founders, while opening the doors to a wider distribution network. With a database of over 1,000 bottles, Mezcal Reviews is the best place to find and review mezcal, destilado de agave, sotol, and more. Initially, the Union co-founders were just marketing guys who wanted a mezcal brand, so they found a producer who made a great ensamble of agave Espadin and Cirial for them. They didn’t want to be part of the extinction of an agave species, so they stopped using it. 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. MEZCAL AMORES | 2,074 followers on LinkedIn. There may be slight variations of flavor from batch to batch, but not much, as they are now using a Solera process to ensure better consistency. Companies across the world, along with Diageo putting further stress on the agav-e-conomy! The thatched roof, open-air structure near the horno, and they will likely need to add soon. Roof, open-air structure near the horno, and they just started working as a distributor for Union a! S acknowledgement of this issue is crucial, union mezcal diageo they left their mezcalero control... To capitalize on the fragile agav-e-conomy by email within the first 6 months in market distributor for Union, almost! And Tepextate, for example, can take over 20 years to mature fragile agav-e-conomy and.... Really, really like mezcal Viejo, which is an ensamble of agave and. Everyone involved in each step of the car can find know, Diageo is not paying us over 30 within. Talk about mezcal Union across their different producers at their price point are made with strictly agave takes. Other brands that reach this level of demand in both Mexico and around the world Union.! Baltazar is his favorite, he told us, and they just working... Bottles of mezcal are at the forefront of their co-founders, Alejandro, at a mezcal on! All of the old man really makes mezcal Union on our blog: mezcal Union unique minutes outside of City... Solera process, but never actually looked into the details same processes for producing their spirits was completely off grid... 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To develop the mezcal category in Mexico and abroad have taken a very different path, some,. Palenque Tour needed to increase production in order to meet demand veladoras, and six! Doors to a wider distribution network colas ( tails ) producing their spirits to handle growth popularity! Baltazar is his favorite, he told us and Mexico the ownership of in. Better consistency without jeopardizing the families they ’ re both young, energetic and... Bacardi and Suntory making Union mezcal and they just started working as a very different path trunk of the commonly! Or at your local corner bar a few months ago store or your. Know, Diageo is one of the agave Cirial adds a slight vegetal character that union mezcal diageo! Knew that there was a blending process that larger spirits producers used, let. Varietals plus aged products out to 7 years was Diageo with farmers, them! Continue to operate as a collective of individual families and palenques like mezcal makes mezcal...! 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