US, Mexico – The ultra-premium spirits brand has launched its first mezcal with the aim of spotlighting the events, festivities and celebrations at which mezcal is traditionally consumed.
Focusing on the history of Oaxaca – the birthplace of mezcal – and the rich origins of the drink, Agua Mágica is reclaiming the spirit from industrialisation and commoditisation. To do this, it's using a combination of sourced and harvested single-village agaves, espadín and tobalá from the terrain of San Juan del Río. This location provides ideal natural conditions for agave – resulting in a complex and rich mezcal flavour.
Alongside retaining these important creation rituals, the brand also reasserts the place of mezcal to be consumed as part of festivities and gatherings, including weddings, funerals and births. ‘My mission with Agua Mágica is to initiate conversations around redirecting mezcal's current growth trajectory, through a premiumisation and re-contextualisation of mezcal consumption occasions,' explains Rafael Shin, founder of Agua Mágica.
As consumer interest in Modern Mezcal grows, this brand is stepping in to preserve the origins of agave-based spirits.