Mexico – Heritage drinks brand Madre Mezcal is diversifying its offering to create a functional, seltzer-style ready-to-drink line. The beverage line, Madre Desert Water, combines mezcal with sparkling water, real fruit, plants and herbs. Many of the ingredients also feature functional properties, such as adaptogenic mushrooms, anti-inflammatory herbs and anti-fungal cacti.
By positioning mezcal in this format, the cans provide an accessible introduction to the spirit, while also offering added functionality for existing mezcal drinkers. Commenting on the inspiration for the drink, the brand says in a press release: ‘Madre Desert Water was inspired by the tradition of West Texas ranch waters (a local favourite drink made simply with tequila and sparkling water).’
With interest in mezcal continuing to rise, such ready-to-drink offerings further establish the spirit as a mainstream drinks choice, while still retaining its rich and ancestral heritage.
To diversify their audiences, drinks brands could also consider offering innovative food pairings. Find ways to capture the heritage of the region from which your drink originates, while also providing an introduction to more adventurous tipples