Oaxaca: Del Maguey Single Village Mezcal marks its 30th anniversary with celebrations highlighting its commitment to craftsmanship and community. The festivities launched in Oaxaca and will continue globally, reflecting the brand’s growth and unique production story within the mezcal category.
Pernod Ricard’s Del Maguey Single Village Mezcal is marking its 30th anniversary with a series of global celebrations and initiatives that reflect its status as a pioneering leader in the mezcal category. Founded in 1995 by Ron Cooper and Steve Olson, Del Maguey has garnered a reputation for authenticity, craftsmanship, and its community-centric approach to mezcal production.
The anniversary festivities commenced with a celebration in Oaxaca, where the brand’s founding families, industry professionals, and Pernod Ricard representatives gathered to honour Del Maguey’s rich history. The celebrations will extend internationally, with appearances at significant trade events, including the Roma Bar Show, Bar Convent Brooklyn, Tales of the Cocktail, and London Cocktail Week.
Steve Olson, Co-Founder of Del Maguey Single Village Mezcal, reflected on the brand’s journey, stating, “We’re celebrating our thirtieth anniversary, but Del Maguey’s story really began years before that.” He pointed out that Ron Cooper’s initial encounter with mezcal in a small weaving village ignited a passion that has led to the brand’s success and commitment to highlight the artistry of mezcal production.
Del Maguey’s identity as the only brand producing Single Village Mezcal underscores the notion of mezcal as “Liquid Art.” Each expression is crafted in a specific village and showcases unique flavour profiles influenced by local traditions and production methods. The brand’s portfolio features 20 distinct mezcal expressions, including popular varieties such as Del Maguey VIDA Clásico, VIDA Puebla, Chichicapa, Tobalá, and Tepextate, produced from 12 different agave varietals across 10 villages.
As the mezcal category continues to experience significant growth—Del Maguey reportedly outpacing the overall spirits category by a factor of four—Olson emphasized the brand’s role in introducing consumers and bartenders to the depth and complexity of mezcal. The statistics speak for themselves, with Del Maguey achieving a remarkable increase of 20.4% compared to the spirit category’s growth of 5.3%.
The past year has also seen Del Maguey reaffirm its position as the most awarded mezcal brand, claiming top honours including the International Wine & Spirits Competition’s Best Agave Producer and overall Outstanding Spirits Producer for 2024, as well as the International Spirits Challenge’s Trophy for Best Mezcal for its Del Maguey Tobalá.
Michael Merolli, CEO of Pernod Ricard’s House of Tequila, noted the company’s commitment to sustainability and preserving traditional production methods. He remarked, “Although becoming very popular, very quickly, it’s still a relatively small category and that really excites us. It means there’s still huge headroom for growth.”
As Del Maguey embarks on this celebratory year, its strategy highlights the brand’s dual focus on innovation and commitment to the communities producing mezcal. The anniversary not only commemorates three decades of achievement but also signals a continued dedication to elevating the mezcal category and the artisans behind it in the global marketplace.
Source: Noah Wire Services
