Brands Report: Mezcal

Hamish Smith finds there’s one front-runner here that looks unstoppable

Pernod Ricard’s acquisition of Del Maguey has done nothing to take the shine off the brand – indeed, with added distribution potential this mezcal could rise in popularity. Half the bars that stock mezcal (90% of those polled) stock Del Maguey. Indeed, the cult brand is among the top three best-selling mezcals in 76%  of bars that stock the Mexican spirit.

Ilegal Mezcal is more likely a back-up option in the world’s best bars. A third of those with mezcal pour the Ilegal brand. Alipús and Montelobos compete for third spot, with Alipús just ahead on the basis it’s more likely to be found as a house pour.

In the Top Trending list the vote was split – once 38% had said Del Maguey.

This brand looks set to dominate for years, though maybe other producers should be pleased. Where Del Maguey finds traction, others can follow.



The results of this report are the culmination of a questionnaire of 106 bars around the world, each cherry-picked to take part based on their performance in global bar awards. We aim to find out not only which brands sell best but also what’s trending. These two data sets give us an insight into the brands that are doing the most volume and the brands that are hot right now.

To read more on the methodology of the Brands Report click here.