The ultra-premium tequila segment continues to experience unprecedented growth. According to IWSR 2022 data, tequila category growth and premiumization is on the rise, with super-premium and ultra-premium offerings projected to represent 54% of tequila value share by 2026.
Mayenda Is A New Luxury Sipping Tequila Was Crafted to Summon the Lost Flavors of Agave
Featuring a pioneering process that results in a more complex Blanco tequila, the innovation from Campari Group will be available in the United States and Mexico beginning April 2023.
Mayenda Tequila Blanco is a new luxury sipping tequila that was created by Campari Group to capture the lost flavors of agave. The tequila is crafted using a pioneering process that involves two extra steps of craft and care, resulting in a more complex and elegant Blanco tequila. The process involves macerating roasted agave hearts in the base distillate and blending it with agave miel, the “honey” from the agave cooking, to bring layers of complexity. The final distillation takes place in copper pot stills, capturing the sweetness and complexity of the cooked agave without any added sugars or additives. The tequila is best enjoyed neat at room temperature and has aromas of wildflower honey, cinnamon, and orange blossom, with undertones of baking spices, fresh herbs, and pepper. The product and packaging are sourced from Mexico, with labels made from 100% reclaimed agave byproduct and featuring the Aztec goddess Mayahuel. Each bottle is adorned with a copper medallion created by Mexican jeweler Mauricio Serrano.
From the Heart of Mexico
“When you walk through the distillery, just as the agave has finished cooking, you’re struck by the incredible roasted, caramelized, rich sweetness that envelops your senses,” says Mayenda’s Maestro Tequilero Jesus Susunaga. “Noticing that some of the most precious aromas and flavors from the agave are lost during the process, we asked ourselves ‘how were we going to take these flavors and capture them in a bottle?'”
Driven by a reverence for agave and the desire to draw out unexplored facets of its distinctive taste, Mayenda’s innovative tequila-making process took three years and dozens of iterations to perfect. It was on that final blend that Susunaga and the team knew they had discovered a taste like no other. “Before even taking a sip, you’ll notice the complex bouquet,” noted Susunaga. “The incredibly rich aroma of honey, caramelization, and a touch of pepper carries through onto the palate with every sip. Mayenda brings forward layers of flavor, something truly special in a Blanco.”