MEXICO. New quality regulations for mezcal – the “grandfather” of tequila – are expected to boost the category in duty free and international markets.
Premium tequilas have shot up in price recently, with strong sales growth, and mezcal is being tipped to follow this trend. As in tequila or Cognac or any other spirit protected under an Appellation d’Origin Controlée, the Mexican chamber in charge of regulating the quality of Mescal is the Consejo Mexicano Regulador de la Calidad de Mezcal. This body is introducing new quality standards that will be finally recognised by the Mexican Government some time this month.
The impact will be of great significance, especially in foreign markets due to the fact that – as in Cognac – the end consumer will be purchasing a regulated genuine product with a certified origin.
The market leader El Señerio Mezcal, based in the mescal producing area of Oaxaca, is looking forward to greater recognition for mescal in duty free, outside the core markets of Mexico and the southern US border.
El Señerio Mescal director general Vicente Reyes C commented: “Our main markets for the moment are in duty free in North America although we expect to start working in Central and South America as well as Europe in the near future.
We currently export to Taiwan, US, UK, Spain, Paraguay and Panama. The Chinese market also has great potential since people think the worm [in the mescal bottle] has aphrodisiac characteristics.
“America is a huge and a very important market which we want to access with a strong business partner, due to its potential and the large investment required. For us, duty free shops operating in Mexican tourist areas are the perfect door for consumers to get to know the product in the US.”
El Señerio Mezcal Reposado: The US and Spanish media (including health magazines, Elle and Master) has categorised El Señioro Mezcal as a five star product and mezcal generally is becoming a high end product.
“There is a huge variety and number of brands of mezcal. The common characteristics currently are the worm and a low price. In the near future the main factor will become quality standards, and prices will depend upon quality,” commented Reyes.
The El Señerio products of Bugarin Exportaciones include El Señerio Reposado (aged in oak), El Señerio Joven (a young clear spirit) and El Señerio Reposado con Gusano (with the gusano worm from the root of the agave plant).
Mezcal has always existed and is considered the “grandfather” of tequila. In fact tequila is a mezcal produced in a region called tequila with a specific variety of agave plant. For premium tequila, at least 51% must be from one species, the blue agave (Agave Azul), which is steamed during the process.
Just as Cognac is a brandy produced in Cognac with specific types of grapes, mezcal is a handmade product that tends to equate to low volume-high quality. The specific variety of agave used to produce mezcal is called Espadin and it is considered as good or better than tequila`s Agave Azul. For mezcal, the agave is roasted to produce a trademark smokiness, not found in tequila. The trademark agave worm is believed to impart healthy qualities to the spirit and absorb toxins.
