May 25, 2021
Gente de Mezcal – an ethical brand promoting sustainability
With a Colombian heart and Mexican Roots, Gente de Mezcal brings tradition, sustainability and mysticism to the UK.
Gente de Mezcal (“Mezcal People”, in literal translation) is a family owned business founded in 2015 by three lovers of Mezcal and its culture. The group founded Gente de Mezcal to promote the art and work of Maestro Mezcaleros and their communities. The brand was born out of passion and love for Mezcal and it’s traditions.
Gente de Mezcal is an ethical brand, promoting sustainability within the industry, specifically (but not limited to) the cultivation of the plants, ensuring they are grown in a sustainable fashion and within the traditions of the masters. They work directly with the growers ‘Masters’, meaning that the ‘middle people’ are taken out of the process and the growers get paid what they deserve.
The sustainable concept is also reflected by its export logistics: the product is imported via the same owner’s trade business Sirena Imports, using traditional sail boats, meaning the Mezcal is brought over by the wind, ensuring no carbon footprint.
In April 2019, Gente de Mezcal received international recognition from the San Francisco World Spirits Competition in the form of a Double Gold Medal for their Tobalá and a Gold Medal for their Espadín and also for their Tepeztate. They have also been included in BBC Food’s ‘10 Best Mezcals’.
Mysticism is one of the characteristics imprinted on the brand, inspired by the legend of the Mayahuel, the goddess associated with the Agave flowering plant Maguey. As the personification of the plant, Mayahuel is also related to fertility, fecundity and nourishment among Mexican cultures. This, as well as the brand’s female representation in the UK, co-founder Erica Martinez, gives Gente de Mezcal a very female-oriented concept and tone of voice.
Creating experiences is another important focus for the group. “Rather than becoming a popular Mezcal label you can find at any cocktail bar in London, our mission is to educate people about the Mezcal culture, from the Agave cultivation to the drinking rituals”, says Erika Martinez. “Mexican people don’t drink mezcal, they kiss the glass”, she adds, and Gente de Mezcal is committed to teach their UK based fans to do the same.
To ensure that positioning, the brand has been offering different types of experiences across the UK, including ad-hoc tasting experiences, food pairing in partnership with restaurants and a Mezcal & Tequila Cocktail Masterclass hosted by the brand’s award-winning mixologist team in Mexico City and offered worldwide as a virtual Airbnb Experience, that has become popular during the Pandemic.
Gente de Mezcal