Koch Elemental becomes first mezcal in Swedish off-trade
Distributor Brand Venture has launched Koch Elemental in 100 retail stores across Sweden, marking the first time mezcal has been available on shelf in the Swedish off-trade.
Koch Elemental will debut nationwide on 19 September through Systembolaget, the Swedish government-owned company that holds a monopoly on the sale of alcoholic beverages with an ABV of 3.5% or more across the country.
The listing was awarded via Systembolaget’s blind-tasting process, which underscores the liquid’s quality on its own merits.
Koch Elemental is described as an artisanal mezcal that is made exclusively with Espadín agave and produced using traditional methods.
It is said to offer aromas of sweet smoke, ripe peaches, mint, garden herbs and pineapple that are complemented by notes of coconut, roses, green herbs, pineapple, cinnamon and white pepper throughout the palate.
Jan Bernd Koster, partner at Brand Venture, said: “At Brand Venture, one of our missions is to build spirits brands hand in hand with their creators. This launch with Koch Elemental in Sweden is the result of true collaboration with [importer] Biber Beverage and Koch, and we’re proud to introduce mezcal to a wider audience. For us, it’s not just about securing a listing, but creating a long-term, sustainable presence in a new market.”
In connection to the off-trade launch, Biber Beverage will also be making Koch’s small batch Tobala, Arrequeno, and Borrego expressions available in the on-trade.
Henric Berntson, founder of Biber Beverage Sweden, said: “I am very proud to do this launch together with Koch and bring something new to our whisky-dominated market. If mezcal has been the bartenders’ ‘secret handshake’ in the last decade, we’d like to make it a little less secret for people mixing drinks at home.”
Thalia Friligos, director of exports and brand development at Mezcal Koch, added: “Ensuring that the joy our mezcals bring to the world returns to the communities that produce them is one of our most cherished values.
“Today, that joy is being shared in Sweden through Koch El Mezcal de Oaxaca and Mezcal Elemental in close collaboration with Biber Beverage. This fills us with gratitude and inspires us deeply – especially towards our guardianes mezcaleros, who infuse every batch with their ancestral and artisanal legacy, and our partners and friends at Brand Venture in the Netherlands, our home in Europe.
“Together, we’re proud to keep discovering new destinations for our Oaxacan spirits.”
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