Lost Explorer Mezcal welcomes brand ambassadorBy Melita Kiely
The Lost Explorer Mezcal has appointed agave expert and sommelier Montserrat Franco as its global brand ambassador.
Franco brings more than 15 years’ experience in the wine and spirits trade to the role. She is also a certified master mezcalier and has been awarded the ‘T distinctive in Tequila’ by the Tequila Reulatory Council (CRT) twice.
Furthermore, Franco holds a court of master sommelier and is an ISSP-CSP-certified sustainability professional.
As global brand ambassador, Franco will lead brand advocacy, education and training across the US, Mexico, Europe and Australia.
Montserrat said: “I felt connected with The Lost Explorer Mezcal for many reasons. I was deeply interested in mezcal and how to make it sustainable for new generations to come; I found my answers when I met maestro mezcalero Fortino Ramos and his daughter Xitlali, who is training to become the next generation female mezcalera.
“In my humble opinion, maestro Fortino is bringing to mezcal-making a bright new future that is beneficial for our planet.
“We love mezcal but we also need to think about responsible practices for the environment and our community, and I am honoured to join The Lost Explorer Mezcal and be part of this journey.”
The Lost Explorer Mezcal has been committed to sustainable practices since the brand’s inception. It was established with a pledge to ‘celebrate the Earth’, and to produce ‘high-quality, artisanal mezcal’ in a way that benefits the local Oaxaca community.
To mark Earth Month (April), the brand has extended its partnership with charity Voice for Nature Foundation, working to support local impact projects in Oaxaca.
The partnership with Isla Urbana – a project dedicated to contributing to water sustainability in Mexico – will see the implementation of further additional rainwater harvesting systems in the remote areas of San Jose Tenango, Oaxaca.
Meanwhile, the collaboration with Sikanda, particularly its female-empowerment programme, will provide seed capital funding for essential supplies and equipment for up to 30 women-led local businesses. In 2021, 14 businesses received support.
The Lost Explorer portfolio comprises three mezcals: Espadín, Tobalá and Salmiana.
Earlier this year, The Lost Explorer Mezcal teamed up with The Beverage Agency to grow its reach across the US.