Find out how Beam Suntory is transforming the mezcal scene with their Amarás distribution partnership
Beam Suntory, the proprietor of Hornitos, has ventured into the mezcal industry for the first time by establishing a crucial distribution alliance with the Amarás brand.
Significance of Beam Suntory’s Collaboration with Mezcal Amarás
Beam Suntory’s collaboration with Mezcal Amarás in the United States is of significant importance. As of July 1, Beam Suntory will import Mezcal Amarás, known for its sustainability-oriented production, and will distribute its products in several US states.
Uncertainty Surrounding Strategic Alliance
It remains unclear whether this strategic alliance involves Beam Suntory acquiring shares in the mezcal brand.
Mezcal Amarás: A Mexican Brand with Global Presence
Mezcal Amarás, available in over 24 markets including the UK, Spain, and China, is a Mexican brand established in 2010 by a group of Mexican entrepreneurs, led by Santiago Suarez Cordova and Luis Niño de Rivera. The mezcal is produced from agave harvested from the fields of Oaxaca, Guerrero, and Durango.
CEO Suarez Cordova’s Perspective
CEO Suarez Cordova expressed, “Our artisanal mezcal is a tribute to Mexican heritage and the sacred agave plant, while also contributing positively to the environment and local communities.” He added, “Beam Suntory shares our belief that businesses should have a positive impact on the world around them, and we’re excited to work with them to bring our high-quality mezcal portfolio to more US consumers.”
Amarás Product Line: A Range of Unique Variants
The Amarás product line includes three unique variants: the super-premium Amarás for traditional sipping; the ultra-premium Amarás Logia crafted for mezcal aficionados; and Verde Amarás, particularly suited for cocktails.
Mezcal’s Rapid Growth in the US Market
According to Beam Suntory, the agave-based spirits sector has become the second-largest spirits category in the US, with mezcal marking the most rapid growth.
Importance of Partnership with Mezcal Amarás
Jessica Spence, president of North America at Beam Suntory, stressed that their partnership with Mezcal Amarás in the US is crucial as the company aims to elevate its spirits and capitalize on the rapidly expanding agave-based spirits category. Spence further admired Mezcal Amarás’ commitment to ethical business practices and their dedication to community and environmental sustainability.
Beam Suntory’s Tequila Portfolio
Beam Suntory offers a range of Tequila brands in its portfolio, including Sauza, Hornitos, El Tesoro, Tres Generaciones, and 100 Años.
