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Beam Suntory moves into mezcal
Hornitos owner Beam Suntory has made its first foray into mezcal through a ‘strategic’ distribution partnership with the Amarás brand.
From 1 July, Beam Suntory will import the ‘sustainability-focused’ Mezcal Amarás and distribute its products in a number of US states.
The company has not yet confirmed whether the ‘strategic’ partnership includes the purchase of a stake in the mezcal brand.
Mezcal Amarás is available in more than 24 markets including the UK, Spain and China.
The Mexican brand was founded in 2010 by a team of Mexican entrepreneurs, led by Santiago Suarez Cordova and Luis Niño de Rivera. The mezcal is made with agave from the fields of Oaxaca, Guerrero and Durango.
“Our handcrafted mezcal honours the heritage of Mexico and the sacred agave plant, while giving back to the earth and our local communities,” said CEO Suarez Cordova.
“Beam Suntory shares our vision that companies should have a positive impact on the world around us, and we’re thrilled to be partnering with them to help introduce the superior quality of our mezcal portfolio to more consumers in the US.”
The range includes three expressions: super-premium Amarás, created for sipping; ultra-premium Amarás Logia for mezcal connoisseurs; and Verde Amarás, designed for cocktails.
Beam Suntory said the agave-based spirits segment is now the second-largest spirits category in the US, with mezcal being the fastest-growing segment.
Jessica Spence, president of North America at Beam Suntory, said the company’s collaboration with Mezcal Amarás in the US is “key” as the firm focuses on premiumisation of its spirits and the “fast-growing agave-based spirits category”.
“We were further drawn to the Mezcal Amarás team’s strong, values-based approach to doing business and dedication to giving back to people and nature,” Spence continued.
Beam Suntory’s Tequila portfolio includes Sauza, Hornitos, El Tesoro, Tres Generaciones, and 100 Años.
Tres Generaciones and Hornitos recorded double-digit sales growth in Beam Suntory’s full-year financial results for 2022.
Hornitos was named this year’s Tequila Brand Champion in The Spirits Business‘s 2023 Brand Champions report.
The brand recorded a 10% increase to 2.1 million nine-litre cases in 2022.