Tequila and mezcal was the second-fastest growing spirits category in 2021, trailing only premixed cocktails.
It was also the second-largest category by revenue behind No. 1 vodka, which has been the top-selling spirit in the U.S. since the 1970s.
A locally grown agave spirit in Africa... A slightly different story... Most people in S.A. think tequila is a terrible tasting last round prank at 3am. Most don't know what Mezcal is.
We are on a mission to change this. As our business depends on it:)
We are working tirelessly to educate our market about the craft and beauty of Mezcal, and what good agave spirit is. Why these beautifully crafted spirits have a their smooth, sometimes smokey, and very unique artisanal tastes.
As we see the American market booming in its love for tequila and Mezcal, South Africa is still a long way behind. But our passion to change mindsets exceeds the trends. We want people to enjoy good Agave spirit. We want people to appreciate a finely crafted African agave, with a unique terroir of the Karoo.
We have a long way to go, but every new person, sipping and Leonista slowly and appreciating it's unique african spirit, is a victory for us.