Campari Group debuts Mayenda Tequila

Aperol owner Campari Group has expanded its agave spirits portfolio with the launch of a new Tequila brand, called Mayenda.

The debut product, Mayenda Tequila Blanco, was created by maestro tequilero Jesus Susunaga and his team at Casa San Nicolás (NOM 1440).

The NOM, or Norma Oficial Mexicana, is a four-digit number assigned to a distillery by the Consejo Regulador del Tequila (CRT) to indicate an authentic producer of Tequila.

The brand was named in tribute to Mayahuel, the Aztec goddess of agave.

The expression was made using 100% agave azul hand harvested with a low jima cut of under 3cm to ‘remove harshness and bitterness’.

The production process includes two ‘pioneering’ steps: macerating and steeping the roasted piñas in the base distillate, followed by blending with agave miel, the ‘honey’ from the agave cooking, leading to ‘sweet, caramel, vegetal, floral and peppery notes’.

The final distillation occurs in copper pot stills.

The ‘innovative’ Tequila-making method took three years to perfect, the brand said.

The resulting liquid offers an aroma of wildflower honey and cinnamon, and top notes of orange blossom and fresh grass, alongside flavours of baking spices, fresh herbs, pepper and caramelised agave.

The Tequila is recommended served neat at room temperature.

“When you walk through the distillery, just as the agave has finished cooking, you’re struck by the incredible roasted, caramelised, rich sweetness that envelops your senses,” said Susunaga.

“Noticing that some of the most precious aromas and flavours from the agave are lost during the process, we asked ourselves ‘how were we going to take these flavours and capture them in a bottle?’”

The packaging is sourced from Mexico, with labels made from 100% agave byproduct and a design featuring Mayahuel. Each bottle is adorned with a copper medallion created by Mexican jeweller Mauricio Serrano.

According to IWSR 2022 data cited by the company, super-premium and ultra-premium Tequila is projected to represent 54% of the category’s value share by 2026.

“We saw an opportunity for Campari to bring not just category leadership and sales credentials, but a true depth of knowledge, experience, and artistry from our team at Casa San Nicolás,” added Raul Gonzalez, global managing director for spirits at Campari Group.

“With our global reach and Mexican spirits expertise, we had the tools to craft a truly differentiated Tequila – one that we knew could meet and exceed the expectations of an increasingly knowledgeable consumer.”

Mayenda Tequila Blanco will be available at select retailers in Mexico for RRP MXN $1,799 pesos and in the US for US$70 per 750ml bottle.

Campari Group moved into the Tequila category in 2007 with the acquisition of Cabo Wabo, created by musician Sammy Hagar. The company also owns Espólon Tequila.