April 5, 2021
Category on the Rise: Mezcal
“People are looking for quality products with authentic stories and transparency in brand values,” says Kaylan Rexer, the chief marketing officer at Ilegal Mezcal. “You don’t get a more hand-crafted, quality product than artisanal mezcal.”
As 2021 progresses, Rexer predicts a bright future for the mezcal category. “We see consumer interest in mezcal and in premium agave spirits continuing to grow in the coming years,” she says. “We are forecasting growth not just in our major markets but across the country. Mezcal will be a staple on every cocktail menu and off-premise retail shelf.”
Part of this will be integrating the spirit into classic, mezcal-friendly cocktails like the margarita and Paloma. To help propel the trend and encourage at-home engagement with the spirit, Ilegal recently introduced margarita kits for retail and e-commerce sales, and launched a direct-to-consumer website.