Pájaro Agave Spirits enters US
Sustainability-focused mezcal brand Pájaro Agave Spirits has partnered with Helmsman Imports to expand into the US market.
Under the agreement, Helmsman will act as Pájaro’s US importer of record, overseeing federal and state compliance, importation, and market access.
The Oaxacan mezcal brand is rooted in traditional mezcal production and is crafted by maestro mezcaleros Pablo Santiago and Agustín Güendulain Maya.
The agave spirits project emphasises sustainability and fostering long-term relationships with producer communities in the Mexican state.
Pájaro’s portfolio includes mezcals designed for cocktail programmes, as well as a series of limited edition single-agave releases intended for premium and on-trade accounts.
“From day one, Pájaro was built to honour the people and the process behind mezcal while growing responsibly in international markets,” said Diego Campanile, head of sales at Pájaro Agave Spirits.
“The US is a key step for us, and partnering with someone who understands both the operational and the strategic side of market entry was critical.”
Pájaro is set to make its US debut as the market grows, driven by premiumisation and origin-focused buyers in on-premise accounts.
At the same time, the category is maturing and becoming more competitive, raising standards for clean compliance and disciplined market entry.
According to data from Grand View Research, the US mezcal market reached approximately US$550 million in 2024. It is projected to grow at about 8% per year through 2030, with the US alone accounting for nearly half of global mezcal demand.
Jeff Diego, founder and CEO of Helmsman Imports, explained: “Mezcal grew into a half-billion-dollar US category, and that growth pulled in a lot of noise.
“What stood out with Pájaro was the clarity: real production roots, a genuine connection to origin, and a range that understands how the category actually gets used. Our job is to make sure it is set up properly, compliant, positioned, and ready to move inside the three-tier system without friction.”
Earlier this month, New York-based Helmsman Imports took part in The Rum Lab’s New York Rum Festival & Conference.
The importer also recently partnered with the Dutch independent whisky bottler Bottle Dreams to support the brand’s entry into the US market.
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