Mezcal Amarás Will Expand Marketing & Sales Efforts in the US

Mezcal Amarás is set to expand its sales and marketing efforts in the United States

Amarás will move its U.S. operations from Hotaling and Co. to MHW LTD.

Mezcal Amarás is a fully integrated and truly sustainable mezcal operation with a Seed to Sip approach to their products.

Mexico City, May 29, 2019 — Mezcal De Amor S.A.P.I. De C.V.; owners of Mezcal Amores in Mexico and known in the United States as Mezcal Amarás; announced today that they are expanding their sales and marketing in the U.S. and also; they have engaged MHW as its new importer. Currently, Mezcal Amarás is distributed in 38 markets and plans to expand its footprint in current and additional markets.

Santiago Suarez, Co-Founder and Chairman of Mezcal Amores/Amarás had this to say about the transition; “We very much appreciate the hard work from Hotaling over the last 5 years and their efforts to help us enter the U.S. market. With the growth and results in the U.S. so far, we have the opportunity to manage our own sales and marketing efforts.”

Assisting Mezcal Amarás in this transition are two senior industry executives; Rob Warren (formerly with Seagram and Diageo) and Arthur Shapiro (also formerly with Seagram). Both will report to Enrique Gavica, CEO of Mezcal Amarás (formerly with Brown Forman), who said; “We are delighted to have these two amazing industry experts assisting in the transition of our business in the U.S. We strongly believe their expertise and passion will help us build a sustainable platform and reach our full potential in the U.S. market,” said Gavica.

Amarás translates in English to “You will love”; this philosophy turns everything about the mezcal portfolio into a true labor of love; love of the land, love of the people, and love of the hard work to bring the Seed to sip products to market.

While nearly all mezcal producers talk about sustainability; Mezcal Amarás looks at these efforts as a sustainability journey. In addition to harvesting a variety of cultivated and wild agaves; Mezcal Amarás plants ten agaves for each one harvested. Furthermore; the company re-uses the agave fibers for composting and for adobe bricks. The Amarás team provides microloans and fair-trade programs for the maestros mezcaleros they work with; the real alchemists behind the mysticism of mezcal.

Mezcal Amarás is also very much committed to giving back to the people and the land; spending 15 percent of the company’s net profit on a range of sustainability and community projects in Mexico.

According to Santiago Suarez, “Our greatest strength is our philosophy. We are committed to continuously learning from our mezcal producing communities and preserving our trusted relationships with them. We strive to produce high quality mezcals while being as sustainable as possible; he went on to add; “We look at our business as an inspiring project made with love and a journey to provide sustainability with a social conscience.”

Luis Niño De Rivera, Amarás Government Affairs and Global Ambassador, said; “Amarás Espadin and Amarás Cupreata — both of which are uniquely and specially produced — have shown strong traction and gained many followers and fans among U.S. drinkers. In particular, Mezcal Verde, which uses different types of wood to produce a perfect touch of smoke and was created especially for cocktails, is becoming a favorite of bartenders and growing rapidly” when referring to the U.S. results so far.


About the Company
Mezcal Amores/Amarás — “a project made with love.”
The brand Mezcal Amores was founded in 2010. The founders fell in love with what they believe is the best distillate in the world — appreciating the smells, flavors, and traditions of the communities where mezcal is produced. Realizing that mezcal was not well known and appreciated, they created Amores (known as Amarás in the U.S.), a sustainable and social consciousness project. The foundation of the company is to share the passion and devotion to the roots of Mexico, honor the earth, and dignify mezcal in the world. Mezcal Amores is the top selling super premium brand in Mexico and #2 in the overall category. It is also among the leading mezcal brands sold in Europe.
About the Portfolio
In the U.S., the Mezcal Amarás expressions honor the land by showcasing the terroir and are fermented naturally in the open air. Mezcal Amarás is 100% artisanal, handcrafted, organic and natural. At the core of the portfolio are two variants — Amarás Espadín and Amarás Cupreata. Amarás Espadín exudes floral aromas that lead to flavors of wood and mango with a slight spice finish. It is created by a cooperative located above the Valley of Oaxaca. Amarás Cupreata is made from the wild and rare Cupreata agave found only on certain mountain slopes in the Rio Balsas basin in Guerrero and yields notes of leather, cocoa, toasted pumpkin seed, and a hint of wet earth aroma. Rounding out the portfolio is Verde Momento, which comes from the famed mezcal producing region of Oaxaca and uses a blend of three types of wood in the agave roasting process — ocote pine, holm oak, and pepper tree. These woods provide a distinctive flavor profile with the perfect touch of smoke. Created especially for cocktails, Verde is bottled with more than a dozen labels bearing artwork from emerging artists in Mexico.

Carbon Neutral Status: The Commitment of Mezcal Amarás with the Earth

Mezcal Amores now has Neutral Carbon Status, maintaining the organic and natural spirit of our drinks. Thus we reiterate our commitment to the land.

Mezcal Amores has voluntarily incorporated the Neutral Carbon Initiative since 2017, which refers to the integral management of its greenhouse gas emissions, which gives us the Neutral Carbon Status.

Neutral Carbon Status means that the greenhouse gas emissions of all of the Mezcal Amores’ products have been quantified, reduced and compensated.

The initiative includes from the use of electricity, fossil fuels in fixed and mobile sources belonging to the company, to all those indirect emission sources resulting from uncontrolled processes such as the manufacture and transportation of raw materials – including glass bottles, cardboard and plastics -, the distribution of products, the transport of personnel, the handling of waste and the final disposal of packaging material.

Being of vital relevance the reliability of the calculation procedure of the emissions, Mezcal Amores has obtained the License for the official use of the Bilan Carbone® methodology, a methodological tool created by the Ministry of Environment and Energy Control in France (ADEME) and currently managed by the Bilan Carbone Association, also in France. The Bilan Carbone® is based on the general criteria of the GHG Protocol and ISO14064, the main international standards for the reporting of emissions in the industry and services sector.

The reduction of emissions has taken place thanks to a re-use and integral management of process waste and packaging material (plastics, cardboard and glass rejection, ..). We have also reduced indirect emissions from the manufacture and transport of agrochemicals through the preparation of a fertilizer of organic origin from process waste and organic additives from other crops.

These and other reduction measures will continue to be implemented as part of a reduction objective in the short and medium term.

Regarding the compensation of emissions, we have compensated the complete emissions of the activity and the life cycle of products (Scope 1-3 of the GHG Protocol). This has been possible through the acquisition of 1000 certificates from a forest preservation project in the Amazon, monitored and strictly verified under the Verified Carbon Standard (VCS). Located in the state of Para, in northwest Brazil, the project was implemented since 2008 and aims to preserve about 177,900 hectares of native Amazonian forest. The compensation process is public and transparent through the APX VCS certificate registration platform.


Thanks to this initiative, Mezcal Amores has become the First Carbon Neutral Mezcal in Mexico and the world with the Bilan Carbone® License, with an emission quantification procedure based on the GHG Protocol standard and with a transparent emissions compensation program. public that includes the total emissions of the activity and the integral life cycle of each of our products.

Mezcal Amarás Receives Kosher Seal

A few months ago, Mezcal Amores/Amarás, received a very important certification on the  international market, the Kosher Pareve seal.

Mezcal Amores/Amarás received this certification from Kosher Alef.

This seal is granted to all “Pareve” type products, which means, these are not meat and/or dairy products, nevertheless, these still need to follow certain rules:

* Food and/or beverages may lose their Pareve status if they’re processed with equipment that was and/or is used for meat and/or dairy products.

* Likewise, this is lost if additives derived from meat and/or dairy are used at some point of the production process.

* Finally, in the process and/or content, fruits, vegetables and grains should be checked for the presence of insects or larvae, which are considered not kosher.


Love for Mexico is worldwide with Mezcal Amarás

Mezcal Amores/Amarás, the mezcal that honors Mexico and its producing communities, is now available in Canada, Dominican Republic, Japan, Greece and Israel.

For Mezcal Amores/Amarás founders, it’s been always essential to position mezcal as the authentic Mexican beverage and so to share it with everyone around the world, not only to drink, but also as a sustainable and conscious project that could be use to share the passion and devotion Mexico’s roots and so to take our traditions all over the world.

In Mezcal Amores, we use agaves that absorb solar energy from 6 to 30 years until they reach its maturity point, then when energy is at its peak, we capture it and share it in and out the country.

In each and everyone of the countries we enter, we work within strategic importers; partners who actually, have more than passion for spirits, but also a deep love for mezcal. Meet some of our new partners: Mangosteen in Japan, Consorcio Solano SRL in Dominican Republic, Tsaknakis Bros in Greece, Tank in Canada and Miki Not in Israel.

Cada uno de estos nuevos socios, entiende y respalda la Filosofía Amores, con la que aseguramos la preservación de la tierra donde sembramos, cosechamos y producimos mezcal para futuras generaciones, además de estar comprometidos con nosotros en apoyar a las comunidades locales a través de los maestros mezcaleros, campesinos y la economía local en todas las zonas donde producimos.

Each one of these new partners, understands and backs the Amores Philosophy, which ensures the preservation of the land where our agaves grow for all the future generations, besides keeping a true promise of commitment with the local communities through our Maestros Mezcaleros, farmers, and all the people working and striving in the states where our agaves grow.


For the land, mezcal, for the world, mezcal as well.