mezcal.
com
The Del Maguey Story: liquid art
Del Maguey (pronounced Ma–Gay), Single Village Mezcal was
founded in 1995 by internationally renowned artist and mezcal
visionary, Ron Cooper, bringing to the world previously
unavailable 100% certified organic, artisanal mezcal produced
the original handcrafted way.
All products in the collection are made by individual Zapotec
Indian farmer producers in old-style villages.
Single Village Mezcal
Single Village Mezcal. In essence, this methodology offers
village producers (palenqueros) the freedom to produce Mezcal
using ancient practices that the indigenous people of Oaxaca
had been employing before the Spanish conquest.
The result is a distinct character and singular purity from
village to village.
Sustainability Matters
• While Del Maguey distillates have always been organic,
they are also certified by OCIA and USDA, making them one
of the first mezcals in the world with organic certification.
• Del Maguey supports the amazing biodiversity and rich
cultural heritage of Oaxaca.
• All production is sustainable for each different village's
pure mezcal, to preserve ancient style and quality.
• Del Maguey pays fair-trade premiums over and above local
industry standards and supports educational programs to
achieve sustainable production.
• Del Maguey represents the true “heritage mother” of
Tequila and agave spirits.
Some Facts
1. Del Maguey Single Village Mezcal launched in 1995.
2. Del Maguey has always paved the way forward for pure mezcal and the
mezcal category.
3. No other High End, unadulterated mezcal brands launched until 2006
(x2). At least a dozen brands have launched in USA since 2009.
4. Del Maguey’s “Single Village” portfolio is a “category within the
category,” representing various micro-producers and regions.
5. There are now 16 expressions in DM’s Single Village Mezcal, and
exclusive Vino de Mezcal portfolio.
6. Our talented Artisan Palenqueros distill from 7 different varietals of
agave, most of which only grow wild.
7. Both tequila and Mezcal strong category growth is driven by “High End”
brands taking share.
8. Del Maguey, Single Village Mezcal is the sole Mezcal category leader
and remains the gold standard by which all others benchmark
themselves.
Some Things That Have been Said About Us
“By any account, the single village mezcal’s
of Del Maguey offer an opportunity to taste
some of the best in the world.”
New York Times.
“Artist Ron Cooper has made Del Maguey Mezcal his masterwork,
and sparked a renaissance of North America’s oldest spirit”
Los Angeles Times
“This is one of the great connoisseur’s drinks
of the world, in any category (Tobala).
Forbes Life
“This immortal mescal unfolds like the blades
of the agave plant itself….”
Robb Report
Indigenous Process
Any time an agave-based distillate is made, it is called mezcal; thus,
all tequilas qualify. Tequila is a region, like Champagne or Cognac.
The clichéd notion of gusanos (worms) in the bottle has no place in
a serious conversation about true mezcal.
Using strictly natural, rustic and pure processes over five hundred
years old, the art of distillation is in no place more evident than in
the palenques (stills) of Oaxaca, Mexico.
At Del Maguey, indigenous culture is being preserved, pre-organic
practices are being protected, and fair trade micro-economies are
being created - one village at a time.
Hillside Maguey Espadin Fields & Harvest
Split Maguey Roasting over hot stones
& covered roast with blessing
Mill Grinding the roast maguey, A Slice of
sweet roasted maguey & fermentation tanks
Village Palenques (stills) of Minero & Chichicapa
Clay Still with bamboo tubing Copper still and tubing
Master distillers:
Luis Carlos Vasquez of Minero,
& Paciano Cruz Nolasco of San Luis del Rio
Marketplace Series
VIDA & Crema De Mezcal
VIDA is an artisanal, Organic
Mezcal from Del Maguey, at a very
affordable price point and broader
availability.
Crema De Mezcal Is a
combination of Miel de Maguey
(unfermented syrup of the roast
agave) and Mezcal San Luis del Rio -
double distilled from 100% mature
agave Espadin. another Del Maguey
unique traditional libation.
Original Village Series 1995 - 96
Minero - Chichicapa - San Luis del Rio - Santo Domingo Albarradas
Back Label Example
San Luis Del Rio
San Luis Del Rio has a spicy, fruity and smoky nose with a high
note of citrus. It is smooth and warming to the palate, with a clean
finish. Two hours south of Oaxaca on a two-lane, pot holed
highway on route to the Gulf of Tehuantepec is the turnoff to
San Luis Del Rio. One takes another 2 hours on a winding, rocky,
dirt road. The pueblo is at an elevation of approximately 8,000
feet. It is a narrow, hot valley, with steep slopes full of Maguey
Espadin. The Rio Hormiga Colorado (Red Ant River) flows through
it. You may see Paciano Cruz Nolasco, tending his fields. Above the
large fields of Maguey, the tops of the mountains are scattered
with cornfields, Iguanas crawling across the road, the trees and
cactus with Bromeliads growing on them.
LTD Series:
Tobala & Pechuga
The Tobala agave is found growing naturally only in the
highest altitude canyons, growing in the shade of oak trees
like truffles.
Pechuga is begun with Minero mezcal. In preparation for a
third distillation they place about 75 liters of mezcal in the
still and add about 25 lbs of wild mountain apples and plums,
big red plantain bananas, pineapples, a handful of almonds
and a few pounds of uncooked white rice.
Next, a whole chicken breast (pechuga) is washed in running
water for about three hours to remove any grease. This is
then suspended by strings in the atmosphere of the still and
a 24 hour, third distillation is begun.
The reason for the breast they say, is so the mezcal is not
dominated by the fruit...a balance.
Iconic Art label design
Some POS
QR Code Messaging Simple talker
Signature Clay Sipping Cups Hand woven bottle baskets
DEL MAGUEY MARKET FOCUS
• Men & Women
§ gender is irrelevant. It’s about a passionate state-of-mind
and a love for pure mezcal and great tequila
• On-Premise
§ independent “A” bars & restaurants & only select national
chain partners
• Off-Premise
§ Independent “A” retail stores and key regional chains
• Drink focus
§ Craft Cocktails
§ Sipping Neat
• Pricing standards
§ $39; Vida / $39; Crema
§ $70; Chichicapa, San Luis, Santo Domingo, Minero
§ $100; Vino de Mezcal Series x7 expressions
§ $125; Tobala
§ $200; Pechuga
• DM Ideal shelf position - Competitive set
§ Above all other Artisanal Mezcals, and Adjacent ultra
& Super Premium Tequilas
