Compared with the “overly saturated” US market, the UK is “so fresh” and ready to embrace mezcal, the co-founders of MayaJules Mezcal believe.
Speaking to The Spirits Business, MayaJules Mezcal co-founders Katina Aziz and Jules Marohl explained why the UK was such an exciting market for the brand, which launched in 2023.
“America is overly saturated with mezcal compared to the UK,” said Aziz.
“The UK is so fresh and their ethics and way of doing things, and how seriously they take their positions in bars and retail is a wonderful experience.
“They’ve really embraced mezcal – it’s amazing.”
Marohl added: “We haven’t touched the US market yet, but we really have confidence in the market here [in the UK] and the UK industry, and we’ve been very lucky to be accepted. Demand is growing; it’s definitely a growing market for mezcal. We’re in that sweet spot of a premium space.”
London has, understandably, been a key focus for the pair, but the duo has also looked north to Manchester. “If you’re not in Manchester at the moment, you’re not in the UK officially,” said Aziz. “We’re looking to expand there.
“Not just that, we have distribution in over 14 EU countries, mainly through direct-to-consumer shipping, so it’s definitely creating awareness about mezcal, which we love to do.”
MayaJules Mezcal is sourced from Oaxaca in Mexico. It is crafted from three different types of agave: Espadín, Tobalá, and Tobasiche. To break it down further, the recipe is made from 81% sustainably farmed Espadín agave, 15% foraged Tobalá, and 4% foraged Tobasiche.
“We’re trying to introduce a subtle, approachable liquid, which is not always what everybody expects,” explained Aziz.
Undoing ‘horrible’ mezcal experiences
Marohl added: “Lots of people say they’ve had horrible experiences of mezcal. We tell them, give MayaJules a try, and before you know it, half the bottle is gone. We like to order food to go with it, as the mezcal pairs so well with food.
“We really believe our mezcal offers something different; it’s smooth and soft, but it’s also got great body and complexity.”
MayaJules Mezcal is seeing particularly strong demand in the on-trade. The brand is now available in 40 different restaurants and bars across London, plus five retailers including The Whisky Exchange, and Gerry’s Wines & Spirits in Soho.
“We have amazing places putting us on their cocktail lists,” enthused Marohl. “One of the head bartenders at The Churchill has made a gorgeous drink, and it’s great to hear people are not only ordering it, but reordering it. They express that it’s a great experience with mezcal, which is exactly what we want.”
The duo also credit the Artesian bar at The Langham hotel in London for its “very unique” take on cocktails, and use of MayaJules. But that’s not to say the classic serves aren’t also important.
“Negronis, Palomas, Tommy’s Margaritas – as long as it’s kept simple and not overdone, these are great ways to share our mezcal,” Marohl added.
The pair note Germany as a particularly strong market for the brand, aside from the UK. The brand extended its reach to the Bahamas this summer, and it is on the cusp of a ‘soft launch’ in the US. Mexico will also join the list soon, as will Dubai.
Commenting on why Germany has proven to be such a strong country, Aziz noted: “There are a lot of mezcaleros in Hamburg, for example. Not just Mexican restaurants, but actual Tequila and mezcal-focused venues. The understanding of agave spirits in Germany is actually quite sophisticated.”
In the US, MayaJules will begin its journey in Florida, before looking towards New York, Texas, California and Nevada.
“We’re honouring ourselves and the divine feminine with our brand, and we’re really proud of our women leadership,” expressed Aziz. “Something we’re really passionate about is paying it forward. Entrepreneurship is no easy feat, and we want to encourage young girls to go after their dreams on a global scale. That’s really important. If we can share creativity on a global level, that’s what we’ll do.”
Supporting women worldwide
In September, MayaJules hosted the first event in the brand’s ‘Ladies’ Industry Night – Drink for a Cause’ series. The inaugural event took place at Adriana Cavita’s El Bar De Cavita, offering mezcal and food-pairing and the chance to meet and connect with industry peers.
The next event will take place on 23 October from 6pm-8pm at the same venue. Drinks and menu items will be discounted for the evening, and a small donation will be encouraged on the night to support the Ella Inc programme, which teaches young women, aged 16-19 in 14 countries, about entrepreneurship. The funding will help bring the programme to the UK.
“We are committed to bringing the programme to every country in which our product is sold,” stressed the MayaJules co-founders.
Marohl added: “To support women in the industry is not an easy path. But it’s really important to us, and we feel that if we can do something, or if you can do something, then we have a responsibility to keep the conversation going. It will be an important focus as we keep building the MayaJules brand.”
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