SB meets… GG Mirvis, Desolas Mezcal
Launched in 2020, Desolas Mezcal, made in San Luis Potosí, is known for its non-smoky character. We spoke to its trailblazer founder, who champions female narratives in an often male-dominated industry, to learn more about Desolas Mezcal.
What inspired you to create Desolas Mezcal?
I’ve been passionate about agave for over 15 years, and have enjoyed mezcal since the beginning. During my trips to Mexico City, I observed mezcal gaining popularity over Tequila, sparking my interest in exploring various agaves and their flavour profiles. I particularly prefer the fresher, subtly smoky mezcals, but I noticed that in the US, options at bars tend to be overly smoky. After visiting a family in San Luis Potosí, I tasted a mezcal made from Salmiana agave that captivated me with its bright and earthy smoothness. I knew I had to bottle it and share it with the world. The name ‘Desolas’ means ‘of the sun’ in Spanish, reflecting the sun’s vital role in crafting our brand made from the ‘Green Giant’ agave, the largest of all agaves.
What does it mean to you to represent women in an often male-dominated industry?
Seeing more women creating brands is inspiring, as this empowers others to pursue their dreams and break barriers. Fifteen years ago, my mentor — another woman in the industry who owns the facilities I work with — was instrumental in my entry into the agave world. She helped me understand the business and provided invaluable guidance. I feel that it is my destiny to pass on that support to others. My overall mission for Desolas as a brand is to unite people, bringing fun and happiness to those around me. I like to be the dot-connector, and Desolas allows me to do that.
What makes Desolas stand out in the growing and competitive market?
Our awards and accolades reflect our commitment to quality, tradition, and innovation within the industry. It’s exciting to be at the forefront of mezcal’s rising popularity in the US while offering a unique taste from a region that many people may not be familiar with. The beauty of mezcal lies in the fact that no two mezcals are the same; even two batches from the same producer can differ significantly. It is also much more than just smoke. The essence of mezcal is found in the production process, the type of agave plant used, the story behind its creation, and the unique terrain from which it originates.
The brand has seen a 103% growth in nationwide sales. How is Desolas preparing to meet demand?
We are super excited about all our growth, as is our team in Mexico. We’re working closely with our roots in San Luis Potosí to create even more unique items from the region. Former Blue Run executive, Sammy Halpern, has joined Desolas as chief strategy officer, and is an integral member of our team, spearheading new growth for years to come.
Is Desolas Mezcal looking to expand its distribution?
Our primary focus is on strengthening the US markets in which we are already established, including Colorado, New York, Florida, California, Texas, and Georgia.
One of our core values as a company is to support each of our accounts and the communities. We are also sold in Canada, and are exploring several new international markets that align with our strategy and have shown a strong interest in Desolas.
What can consumers expect from Desolas in 2025?
We’re evolving the mezcal category in many ways, with new product launches on the horizon. There is so much more to learn about the Salmiana varietal. Still, my vision for Desolas is to introduce the different facets of mezcal agave varietals and educate consumers about them. I want to showcase mezcal in a different light and as a product that is far more than the ‘smoky’ stigma it has.
Related news
Dobel finishes extra añejo Tequila in mezcal barrels
