Mezcal Institute was born with the sole objective of promoting Mezcal in Mexico and in the world. We want to help position Mezcal, an extraordinary artisanal drink that is one of Mexico's great contributions to the world, so that it may be known and appreciated by consumers in our country and abroad.
Washington DC, January 29, 2021.
The Mezcal Insitute announces the appointment of the first two Mezcal Ambassadors as part of its inaugural initiative to promote Mezcal globally. Francisco González-Cos, based in London, will serve as the Mezcal Ambassador for the United Kingdom including Wales, Great Britain, Scotland and Ireland. Ignacio Llano Irusta, who is based in Barcelona, will serve as the Mezcal Ambassador for Spain and Portugal.
As key representatives of the Institute, the Mezcal Ambassadors will help spread knowledge of this traditional and cultural beverage from Mexico in Europe. While teaching basic appreciation to enthusiasts in their local communities, and encouraging responsible enjoyment of Mezcal, they will showcase the Mexican heritage and traditions of this 500-year old artisanal distilled spirit made in Mexico derived from a variety of agaves. The United Kingdom and Spain are the two largest markets for Mezcal outside the United States and Mexico.
"I hope to promote the magic world of Mezcal, its artisanal process and diversity of agaves,” stated Francisco González-Cos, and added, “There´s so much to learn and discover about this spirit, whose market is developing at great speed. I´m glad to share and enlighten more people about it”.
“I am really excited to be a promoter of Mezcal. It’s a premium product and cultural element that in most cases preserves the traditional and ancestral elaboration processes, giving it unique elements compared with other spirituous drinks”, quoted Ignacio Llano Irusta.
"We are honored to have Francisco and Ignacio represent the Mezcal Institute in Euope", stated Pablo Payro, Mezcal Institute's Founder and Chief Executive Officer. "They are both very knowledgable about Mezcal, proud of what this ancestral spirit means to Mexico, and passionate about supporting the responsible expansion of the market."
The Mezcal Institute is a non-for-profit global organization established in 2019. k,Based in Washington DC and Mexico City, it was created with the objective of promoting the awareness of this cultural beverage internationally. Its mission is to educate about Mezcal´s diversity, to promote sustainability, and work to support the over 125,000 families whose livelihoods depend on the preservation of this traditional spirit, by encouraging fair trade.
Erlinda A. Doherty, Director of Communications, at email@example.com
Many say mezcal is having a moment, but alluding to the spirit’s current notoriety using such a fleeting descriptor seems dismissive of its at least 450-year old history. While mezcal’s time in the spirit spotlight is certainly overdue and showing blockbuster potential—sales have increased about ten-fold in the last 10 years—let’s endeavor to discover what truly makes Mexico’s most emblematic beverage enduring, fascinating, and timeless.
Maguey All Day
Mezcal is often confused with tequila—Mexico’s other ubiquitous spirit—but understanding the distinction between the two is important. While both are distilled spirits from the agave plant, tequila can only be made from the Blue Weber agave species (agave tequilana) while mezcal can be derived from around 30 different cultivated or wild species, of which the most common is espadín (agave angustifolia). The distinct qualities of the agave—also known as “maguey”—are crucial to mezcal’s diversity in flavors and aromas. Like wine grapes, agave has an enormous ability to express the “terroir” in which its grown. The spiritual heart of mezcal is Oaxaca where most espadín is cultivated and where the majority of mezcal is crafted. A geographical designation of origin (“DO”) was created in 1994 and legal production is also allowed in 8 other states; Tequila, however, can only be made in Jalisco, and in parts of 4 other Mexican states.
Many who have tasted mezcal will also detect a smoky flavor and aroma when compared to tequila, which often lacks this distinguishing factor. “Mezcaleros” still produce mezcal using the same traditional method of roasting the agave in earthen, wood-fired pits and distilling in small-batch copper pot stills. It is this roasting of the agave heart or “piña” that allows mezcal to exhibit this smokiness, but it should by no means dominate the flavor profile of the resulting beverage. There are countless other variables affecting mezcal’s aromas and flavors, that can, and should, be expressed through its discovery. Production varies greatly among mezcaleros, “palenques” or distilleries, and villages. Agave species, fermentation methods, number of distillations, yeasts, and general “terroir” all affect the final expression. Expect to experience an intriguing—and almost infinite—ensemble of aromas and flavors including herbs, spices flowers, fruits, earth, and minerals.
While the formula for tequila is strictly regulated, artisanal qualities continue to be the hallmark of mezcal despite its explosive growth and investment by larger beverage corporations. For the most part palenques continue to steward mezcal, crafting the spirit based on centuries-old family recipes, using a largely unmechanized process that results in a product that is more like art than science. Palenques also cultivate and safeguard their agave harvests—which can take 9 years to mature—while having to consider sustainable practices. A mezcalero orchestrates all these factors when creating the final spirit, the culmination which is not easily replicable. As such, mezcal must be savored—not thrown back—in order to truly appreciate its traditional, batch-by-batch, and multidimensional nature. Ideally we should endeavor to explore the more than 1000 palenques in Mexico, but sustainable, artisanal, and hiqh quality brands are available nationally. Winning an award for sustainable practices from the Mezcal Institute, Sombra remains committed to minimizing its environmental impact. Their 100% espadín mezcal is a true expression of the species, while their ensamble, or blend, displays elements of two rare agaves that is intriguing and delicious. For a mezcal that is equally as solid in a cocktail, or for drinking “neat,” try Machetazo’s mezcal made from papalote—emerging as a sustainable alternative to espadín. Finally, seek out Wahaka’s madre-cuishe mezcal to discover yet another rare agave species that truly defines the terroir that has made Oaxaca the heart of mezcal production.
Mezcal isn’t just having a moment. It’s here to stay. And it is in its evanescence that we discover its permanence.
At once ephermal and evolutionary, mezcal warrants deeper appreciation and education. Want to learn more about Mexico’s most emblematic spirit? Visit www.themezcalinstitute.com or contact Mezcal Educator firstname.lastname@example.org
Erlinda Doherty, Mezcal Educator of the Mezcal Institute
We´re excited to have Sombra Mezcal feauring this Virtual Mezcal tasting!
Attendants will learn from Andrés, Global Brand Ambassador, the work and process behind each bottle of this delicious smokey drink. Then, having their "Tasting Kits" they will be able to savor two kinds of mezcal, with the guidance for doing a right "cata" or tasting, for appreciating all the flavors around this spirit.
Finally Ivan, Master Bartender from Rivera Maya will give some mezcal cocktail recipes to prepare and enjoy!
Looking forward to saying CHEERS! with you in this virtual events.
Stay tuned for updates
The CEO of the Mezcal Institute will speak at the Annual Assembly of the Consejo Regulador del Mezcal in Oaxaca.
In the “Mayahuel 2019 Awards” given by the Mezcal Institute, the work of manufacturing and promoting this important spirit drink in the history of Mexico will be recognized. The economic spill in the production of this drink is very important for various rural communities in Mexico,
Learn about how producers now promote practices of conservation, care of vegetal species and the generation of jobs in the agri-food industry in our Workshops on the elaboration and consumption of mezcal.
Is the only way to dive into the many different notes in each kind of Mezcal, given by the various Agave species, the land where they are grown, the surrounding plants and elements, the distillation process and the distinctive touch of each Maestro Mezcalero. There will be representative brands and kinds at the event to try.
We will also have a Press Conference to communicate the awards to be delivered at the event and close with a cocktail for all attendees.