Agave spirits service Maguey Melate launches in Europe

Agave-based spirits service Maguey Melate is launching in Europe this winter followed success in the US.

The service, based in the southern Mexican state of Oaxaca, delivers agave spirits directly to consumers with a focus on drawing attention to the craft producers on the mezcal scene and the stories behind the brands and processes.

Each bottle comes equipped with a QR code, connecting the drinker to interviews, reviews, photos and even a GPS location for the producer, and the business offers further insight into the creation of the products on social media. 

The team scours Mexico for fine small-batch agave spirits to introduce to drinkers, while supporting small independent producers who do not have the means or will for certification or the established channels to reach more distant markets.

Maguey Melate's European launch follows its expansion into US in June 2019; the launch was a success and it has since become the largest artisinal spirits club in North America.

It will be launching three products in Europe:

• The Melate Signature Box, which includes three artisinal 350ml recycled glass bottles, three hand-carved mezcal cups, two 100-per-cent recycled sipping glasses and a limited-edition piece of artwork from a local artist, as well as more than three hours of online entertainment.
• The Tasting Box, which enables mezcal lovers to try 10 spirits and take a virtual tour to meet the producers, then reorder their favourites in 350ml format.
• Individual 350ml bottles, each equipped with a QR code, which allows customers to try as many as they like before committing to a full bottle.

11 December 2020 - Bethany Whymark