Mezcal El Silencio breaks its silence under new ownership
IJW Whiskey has acquired Mezcal El Silencio for an undisclosed sum, with its co-founders thought to have left the business.
Fausto Zapata and Vicente Cisneros founded Mezcal El Silencio in 2013. Constellation Brands acquired a minority stake in the company in 2019.
IJW Whiskey acquired the brand earlier this year for an undisclosed sum. It is not known if the co-founders are still involved in the business, however Cisnero’s LinkedIn profile shows his role ending in 2024.
The Spirits Business has contacted Constellation Brands to confirm whether it still holds its stake.
“With Mezcal El Silencio, we saw an iconic brand with deep cultural roots, a passionate following, and the potential to once again lead the mezcal category,” said Isser Elishis, IJW Whiskey CEO. “El Silencio, already a top-three mezcal by volume in the US, perfectly positions us to build a global brand that honours its artisanal heritage while expanding its reach and influence worldwide.”
Following the acquisition, the brand has launched a campaign called ‘Find Your Silence’, encouraging consumers to explore the quieter, more reflective side of mezcal.
For the campaign, El Silencio has partnered with Diego Livera of The Dead Rabbit and San Patricios. Livera has created a signature cocktail and ritual for the brand, called Piñata de Navidad, which combines El Silencio Espadín, pear, guava, apricot, and cinnamon.
The cocktail is paired with a ‘mindful tasting moment’ that asks guests to slow down and reconnect before the first sip. Drinkers are encouraged to smell the cocktail, taste it, and then enjoy a coconut macaroon.
“Even though I work in an environment that seldom lends itself to stillness and quiet, I value those slower moments,” says Livera. “When we pause and reflect, especially on what we’re consuming, we begin to see what’s hiding in the noise. With this cocktail and its ritual, I hope to create a small window of stillness; that moment before the first sip when the world quiets. That pause is the invitation to ‘Find Your Silence’.”
The cocktail will debut at San Patricios in Jersey City from 1 December until 31 December.
El Silencio is available at select retailers in the US. The mezcal is handcrafted in San Baltazar, Oaxaca, using 100% agave that is slow-roasted, naturally fermented and double-distilled in copper stills.
The range includes an Espadín (priced at US$35.99), Ensamble (US$79.99), and Rare (US$199.99).
“‘Find Your Silence’ is about reclaiming moments of stillness in a world that rarely slows down,” said Juan Pablo Correa, the brand’s head of marketing. “We’ve always believed that El Silencio is more than a mezcal. It’s an invitation to be present and truly savour the unique attributes of the spirit.
“Partnering with Diego Livera, who is well respected in the industry, to create our signature cocktail and ritual allows us to bring that idea to life through taste and experience.”
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