Brands Report 2020: Mezcal

Del Maguey has yet again dominated the mezcal results for 2020, with 44% of bars suggesting it’s their bestseller.

Having been acquired by the spirits conglomerate in 2017, the green bottle of Del Maguey has become even more of a fixture at top bars around the world. The investment and distribution power that comes with a company such as Pernod Ricard makes it easier to dominate a category which traditionally has little financial backing.

Interestingly, the momentum behind Del Maguey appears to be building – it’s risen to first in the top trending list for this year’s edition, suggesting that money really does talk within this small Mexican category. Montelobos is runner-up in both lists and was the bestselling brand in 11% of the participating bars. This is partly down to the persistent travelling of founder Iván Saldaña, who regularly visits European markets to grow the brand in the on-trade.

Europe is the biggest target for most brands looking to export due to the demand for premium spirits. Mezcal’s rarity makes it one of the most on-trend spirits in the bartending community.




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.