Pernod Ricard’s House of Tequila has added an ‘accessible’ mezcal to its Del Maguey portfolio.
The new Del Maguey Vida Puebla is made from 100% Espadín agave, which is roasted underground and naturally fermented before it is distilled twice in copper stills.
The mezcal is said to be ‘rich, yet mellow’ with notes of roasted agave, white peach, candied pine and ‘a gentle citrus lift’.
Michael Merolli, CEO of House of Tequila – Pernod Ricard, said: “Del Maguey Vida Puebla is an invitation to those who haven’t yet experienced the power of mezcal. Much like the rest of our portfolio, it truly is a ‘taste of place’ and celebration of our rich history. It embodies where we’ve been and where we’re going.”
Bottled at 40% ABV, Del Maguey Vida Pueblo is being rolled out to US states including New York, California, Florida and Ohio, before a nationwide launch in July 2023. It will be priced at RRP US$37.99 per 750ml bottle.
Merolli added: “Whether consumers are making their first step towards discovering mezcal, or are simply looking for something ultra-palatable, Del Maguey Vida Puebla is widely accessible both in terms of its carefully balanced flavour profile and its affordable price point.”
Ron Cooper established Del Maguey in 1995.
The mezcal category is worth US$338 million, according to Straits Research 2022 data supplied by the House of Tequila.
In February, the winners of The Tequila & Mezcal Masters 2023 blind-tasting competition were revealed.
At the start of the year, IWSR Drinks Market Analysis data showed Tequila has surpassed American whiskey in value terms to become the second most valuable spirit category in the US.
It followed IWSR’s 2022 prediction that American consumers would spend more on mezcal and Tequila than whiskey.
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Author: Melita Kiely