Mijenta is a new tequila made with a focus on environmental sustainability and supporting the local community.
Mijenta is inspired by “Mi Gente” meaning “My People,” and refers to a collective mindset, the company says. The tequila is made from fully mature certified Blue Weber Agave from Mexico’s Maguey plants.
Mexico-based Maestra Tequilera, Ana Maria Romero, designed and oversaw the entire creation process, from harvest to bottle. Romero brings over 25 years of experience in the tequila industry. Mike Dolan, former CEO of Bacardi, joins Romero as co-founder and lead investor to help pave the way for Mijenta.
The tequila features flavors of honey, vanilla, caramel and floral notes, the company reports, along with flashes of tropical fruits such as peach, melon, pineapple and light touches of soursop.
All paper-related components (label and box) are made of agave waste, and the brand supports local businesses and communities by purchasing all packaging elements from Mexico, the company says.
The Mijenta Foundation was created to support local members of the community. Mijenta works with local businesses and communities, directly re-investing a portion of profits, offering healthcare assistance and providing assistance for team members and their families.
Blanco, the first expression from Mijenta, is the brand’s core offering. The suggested retail price is $50 per 750-ml. bottle.
The Reposado, scheduled to launch at the end of 2020, aged up to 6 months in oak casks, and will offer a softer and fuller expression of Mijenta, the company says.
Two more expressions will be announced in the future.
The post Mijenta Tequila first appeared on Beverage Dynamics.
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Author: Kyle Swartz