As the agave spirits trend continues to take hold, people are becoming more curious and inquisitive about mezcal, and that growing interest is benefitting the premium end of the market”, commented Tanya Clarke, CEO of The Lost Explorer Mezcal. The 200ml flask edition of the bottle features the same sustainable design elements as the larger 700ml bottles, which are made from more than 55% recycled crystal scraps, and hand-sealed with biodegradable natural beeswax from Mexico. The hip flask-sized Mezcalitos are said to be perfect for the ‘mezcal curious’, and a great size for on-the-go adventuring and gifting.

Positioning the mezcal alongside other premium brands relies not only on exceptional liquid quality and sustainability credentials, but also on distributors’ confidence and belief in the brand proposition. “In addition to sales and marketing, effective revenue management is key to brand building. We monitor and analyze market penetration and competitive price positioning in the agave spirits category,” Esclapez emphasized. This story is about creating a sustainable spirit. We need more slowness versus nowness in our lives. It is good to reflect and look at the connectivity between us, Nature, and each other. Making mezcal, you are dealing with Nature’s threshold which makes it really exciting because your frame is created for you. There’s only so much agave and there’s only such a speed that it can grow, so you have to work within the rhythm of Nature. I found myself sitting in a hut with the tribesmen drinking chicha, a local concoction made from fermented corn, saliva and spices. It’s pretty punchy moonshine and I didn’t want to appear rude, so I drank a lot of it and was getting progressively merry. agave, wild crafted and artisan. There are three mezcal varietals in the range, each born from a process deeply in tune with the rhythm of nature: Espadín, Tobalá and Salmiana Curiosity is a human emotion, similar to love or fear. It is fundamental to how we’ve evolved as a species, and it’s the essence that unites mezcal drinkers. Each of our mezcals has a distinct profile and activates this curiosity. One sip and it invites you to search out the story behind the plant and its journey. Some of these agaves have grown for over 10 years, some 12 years, and some of them 25 years. Think about all the stories that a single one of these plants has lived through. When one agave was a seed, what was going on in the world then, and how much time has it had to soak in all this curious energy that’s floating around our planet?

Choosing these projects to support was a joint management decision for The Lost Explorer team, working closely with the Voice for Nature Foundation. The Lost Explorer’s commitments come from a place of contributing beyond their own business goals and supporting a more sustainable future for the environment and communities of Oaxaca. These specific initiatives were chosen because they would have impact in the immediate short-term, but also longer-term, in addition to supporting the UN Sustainability Goals of Climate Action, Gender Equality and Economic Growth.

Beyond consumer engagement and marketing initiatives, Escalapez offered three key, often understated, suggestions for CFOs and CIOs tasked with brand building. I had a real love for Mexico and its culture, craft, heritage, and the depth of it all. With that inevitably came spending a lot of time there and meeting many friends. I was really touched by Fortino and his family when we met. We had this instant bond. I love the fact that whenever you arrive at Fortino’s, you sit down with the family, you have a meal, and you share stories before you do anything. Mezcal makers and aficionados have an innate respect for the patience demanded by the process of mezcal-making, but you don’t have to be an expert to enjoy a slow sip and appreciate the complexities time has created here. THE PROCESS: MEZCAL VS. TEQUILA PRODUCTION If you really take a moment to slow things down while you’re sipping your next mezcalito, perhaps you will taste the 8-12 years (in some cases more!) the agave have spent growing to reach maturity; the excursions to hunt and harvest the wild varietals; the 72-plus hours the piñas spent roasting in the earth; or days the smoky cooked piñas spent fermenting. In each stage, we celebrate the earth. Perhaps, like us, you will grow curious to explore the wonder and diversity of the revered agave species, and the nuanced flavors brought to life through each mezcal. And perhaps you, too, can tell the difference. We’re aiming the brand at people who want to drink better. You can go out and have a drink or you can have an experience. The mezcal category is still quite fragmented and there aren’t any big players yet, so I hope The Lost Explorer becomes a new firm favourite. My wife is my harshest critic and it has passed the taste test with her. Proof Drinks will be putting it out into high-end hotel bars and restaurants in the UK.

More Alternatives…

I’ve worked with big brands for 20 years in the sustainable space, advising companies like Levis on how to use less water in the production of their jeans. I wanted to develop my own sustainable product with sharing at its heart. There’s still a lot of disposability in the sustainable space, but I feel there’s a savouring and a depth to the mezcal experience. The goal was to make the best mezcal. We could all be doing more. I tend to prefer to talk about sustainability and how, in our case, we want to be able to respect our planet and its communities while maintaining a certain level of mezcal making. I don’t think it’s just about being ‘green’. Our production is carried out in a manner that benefits the local mezcal-producing community in Oaxaca and also protects the land’s biodiversity.