The Lost Explorer Mezcal brand has flourished since its inception, thanks to a core foundation of sustainable practices and the roll out of its sales and marketing activations – both of which contributed towards the successful launch of the ultra-premium, handcrafted agave spirit.
The mezcal is currently on track to deliver volume growth of more than 1000% in the UK, compared with the same period in 2021, according to year-on-year sales provided by UK distributor, Proof Drinks.
The Lost Explorer is an artisanal mezcal, made in Oaxaca from 100% agave, in partnership with expert Maestro Mezcalero Don Fortino Ramos and family. Available in three uniquely profiled agave expressions – Espadín, Tobalá and Salmiana – the mezcal achieved the accolade of being the most internationally awarded mezcal of 2021, including a double gold in both The San Francisco World Spirits Competition and The International Spirits Challenge, as well as the prestigious Taste Master award in The Spirits Business Tequila and Mezcal Masters, a testament to the great taste and high-quality of the liquids.
The Lost Explorer Mezcal team has been working closely with Proof Drinks to win distribution in top tier hospitality and super premium retail accounts which now includes listings at Soho House, KOL, Cavita, Chiltern Firehouse, Sexy Fish, The Standard, Roka, Hedonism and Selfridges. They have also secured select partnerships with prestigious accounts such as Los Mochis and Annabel’s private members club, driving increased brand visibility and volume.
The Annabel’s partnership in particular saw The Lost Explorer Mezcal collaborate on their ‘Annabel’s for the Amazon’ campaign, creating 1,000 limited edition bottles, raising funds to plant trees in the Amazon Rainforest. Full details on the campaign can be found here.
Consumers have also been introduced to the brand through the award-winning Mirror Margarita, which features the Espadín varietal, created by Deano Moncrieffe, The Lost Explorer Mezcal’s European Brand Ambassador and owner of Hacha Agaveria, the UK’s Specialist Bar of the Year.
Other brand activations have included bringing the brand to life through environmentally-focused events such as The Nature Bar at the United Nations Climate Change Conference (COP26) in Glasgow and during Climate Week in London, as well as marking the Mexican holiday Dia de los Muertos through ritual tasting experiences and in-store events.
“The successful launch of The Lost Explorer Mezcal in the UK relied not only on the brand’s liquid quality and sustainability credentials, but also upon the capabilities of our distribution partner, Proof Drinks, the strength of their relationships within the trade and their belief in our brand proposition,” commented Tanya Clarke, CEO of The Lost Explorer Mezcal Company.
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Author: Alice Brooker