400 Conejos is world’s top-selling mezcal
Proximo Spirits-owned 400 Conejos has become the biggest-selling mezcal in the US and the world.
According to Nielsen data, 400 Conejos sold the most nine-litre cases across the US, including all major off-premise channels, in the 52 weeks to 5 October 2025.
The brand was also the top-selling mezcal in the world, according to IWSR global figures.
400 Conejos had a 38% increase in depletions in 2024.
The brand attributes its success to its popularity in Mexico, which helped to fuel growth in the US.
“Simply put, 400 Conejos is on fire. When the brand launched six years ago, we knew it held tremendous potential in the US with not just Mexican spirits fans, but the likes of whisky lovers with its approachably smoky profile,” said Lander Otegui, executive vice-president of innovation and marketing at Proximo Spirits.
“Especially when it comes to on-premise, the liquid has quickly become bartenders’ go-to mezcal of choice – a testament to its quality, authenticity and approachability that has allowed it to lead the category so quickly.”
The Brand Champions report calculates the biggest-selling spirits that have sold more than one million nine-litre cases annually; however, no mezcal brands have ever made the list.
400 Conejos is made using a selection of agaves cultivated in the Central Valleys of Oaxaca. Each mezcal is crafted by hand using traditional methods, including pressing with a tahona. The liquid is fermented in small sabino wood vats for several days and twice-distilled in small copper pot stills.
Its range includes three expressions made with Espadín agave: Joven, which is unaged; Reposado, which is aged for three to six months in American oak barrels; and Añejo, which is aged in the same barrels for at least 12 months.
400 Conejos also produces Cuishe, an expression made from a blend of Espadín and Cuishe agaves, and Tobalá, a blend of Espadín and Tobalá agaves.
The brand respects mezcal’s spiritual roots through its name, which was inspired by an ancient Mesoamerican myth. It was said that only the spiritual elite were allowed to commune with the gods, and they did so by drinking agave spirits. The gods of these drinks were collectively called ‘400 conejos’ (rabbits).
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