Lost Explorer Mezcal eyes US expansionBy Melita Kiely
The Lost Explorer Mezcal has teamed up with The Beverage Agency to grow its reach across the US.
The mezcal brand, made in Oaxaca, Mexico, is already available in California, New York, Texas, Florida, Illinois and Kentucky.
With the help of commercial strategy and brand development specialist The Beverage Agency, The Lost Explorer Mezcal will expand across western, northeast and southern parts of the US.
Furthermore, the brand has appointed Maggie Yarborough to the position of head of trade marketing.
Tanya Clarke, chief executive officer of The Lost Explorer Mezcal, said: “We’re thrilled to partner with The Beverage Agency as we look to aggressively expand our presence across the US.
“We’re so grateful for the success we had during our first year within the US, and with the addition of Maggie to the team, complemented by the partnership with The Beverage Agency, The Lost Explorer Mezcal’s footprint will rapidly expand in 2022.”
Yarborough boasts more than 10 years’ experience in the drinks trade, and has specialised in the agave-based spirits category for the past six years.
In her new role, she will lead The Lost Explorer Mezcal’s expansion into markets such as Colorado, Tennessee, Georgia, Arizona, Washington, South Carolina, Connecticut, New Jersey, Wisconsin, Minnesota, and Maryland/DC.
“We’re process driven,” added Jeffrey Shows, The Beverage Agency co-founder. “We feel The Lost Explorer reflects a critical evolution in that process, redefining quality and sustainability for a more discerning public.
“It is our hope the category is reaching a turning point where honouring tradition and elevating environmental stewardship recasts more mainstream consumer preferences.”
The Lost Explorer Mezcal’s portfolio includes a trio of expressions: Espadín, Tobalá and Salmiana. The range is available in select on-trade venues and retailers throughout the States, and online at reservebar.com and thelostexplorermezcal.com.