Mezcal Amaras’ Luis Nino de Rivera Mesta on Trends, Challenges, and the Future of Mezcal
Drinkhacker
JANUARY 1, 2024
As the brand manager of whiskeys and white spirits, I had heard of mezcal only a few times during my tenure there. When we launched, there were 60 brands in Mexico in 2011; now there are over 300. The challenges are first, to grow artisanal mezcal to high volumes without compromising mature agave and the traditional process.
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