Revel Spirits introduces new agave-based spirit categoryBy Owen Bellwood
Revel Spirits has created a new agave-based spirit category, called avila, and is preparing to launch its first product in select US markets.
Revel Avila is made from 100% blue weber agave grown in the Morelos region of Mexico, meaning the spirit cannot be called Tequila.
The brand was founded by former music executives and colleagues Micah McFarlane and Jacqui Thompson, who teamed up with Susan Clausen and Héctor Ruiz to create agave-based spirits.
“There is a huge learning curve when it comes to agave-based spirits,” McFarlane, CEO of Revel Spirits, said. “Many consumers and even some industry professionals aren’t aware there is a whole world of agave spirits outside of Tequila, each with its own distinct qualities and characteristics.
“We are excited not only to introduce this new brand and category but also to better educate the world about the larger agave spirits market and what is available to them.”
Alongside the brand’s launch, Revel Spirits is working closely with the Mexican government to build its operations and agave growth in the region.
Prior to the launch of Revel Spirits, the Mexican government had invested in Morelos’ agave farms, but there was no plan in place to help the farmers distribute their products.
Revel Avila will be available in bars and liquor stores in Minnesota and California in three expressions, Blanco (40% abv), Reposado (40% abv) and Añejo (48% abv).