Marketing and Sales, New Brands, Spirits of the World

Beyond Mezcal: Spirits from Mexico

June 9, 2016 2 Comments

Whiskey, Gin, and More

When you think of Mexico and booze, you think of tequila, beer and mezcal. But a few weeks ago I attended a tasting at Astor Center and learned about some outstanding mezcal but also about a mezcal based gin and whiskey distilled from ancestral (heirloom) corn.

The company conducting the tastings was Pierdre Almas from Oaxaca. The company, the people running it, and their business model are most unusual.

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The people

I was invited to the tasting by Yira Vallejo, who I’ve known for many years. Yira’s title, Director of Social Projects, hints at the uniqueness of Pierdre Almas, but it doesn’t really capture her capabilities and expertise. I first met her when she was sales director at Genesis Beverage Brands.

Yira and jonathan

Genesis is the wholesale division of MHW, Ltd. and serves as the “incubator” and test marketer for fledgling brands in the NY and NJ markets. While Genesis gets a mixed reaction as to effectiveness, I never met anyone who didn’t think Yira was top of the game and the shining light of the operation.

In 2014, she went home to Oaxaca, met Jonathan Barbieri, the founder of Pierdre Almas, and joined the company. Jonathan is an American who moved to Oaxaca some thirty years ago, set aside his career as an artist and founded the company and the Palenque in which the company operates. (A Palenque is the physical space where the mezcal is produced with the machinery, animals, people, and equipment.)

Jonathan is passionate about mezcal. In an interview with LatinLover blog, he had this to say:

Mezcal isn’t only something you drink: it’s a spiritual drink. It is a spirit and it means culture. Mezcal takes you on a journey where you get to know the families that have been producing it for centuries. It gives people unity and a sense of belonging because it is present in all of life’s events. Tradition isn’t something you get out of a drawer every year, traditions are lived every day.

By the way, the name Pierdre Almas, literarily means “one who loses your soul.” It’s the name of a cantina where the cantinero (barman) was known as Pierdre Almas. The cantina was so unusual that Jonathan adopted the name for his company.

Pierdre Almas

Yira and Jonathan describe their company (and its mission) as a socially, culturally and environmentally responsible company. That’s not marketing hype, they mean it. The company is committed to the families and villages that produce their mezcal and partner with them to assist in local sports, health and wellness, and education. As to their environmental responsibility, they are actively involved in a wild agave reforestation campaign, among other efforts.

From a business standpoint, Pierdre Almas is committed to innovation. It is the first brand to designate the agave species on its label; to bottle mezcal at its original proof; to produce the first gin in the world called Mezcal Gin, gin distilled with 9 botanicals on a base of mezcal.

Oh, and let’s not forget about that whiskey.

The Mezcal Products

Let’s start with their mezcals. In case you’re wondering about the differences between mezcal and tequila, here is a simple explanation. You’ll also find a 60 second video from Liquor.com here.

In brief, there is one sentence commonly referred to, that describes the difference: “All tequilas are mezcal, but not all mezcals are tequila.”

I tasted two of Pierdre Almas’ offerings. One was a 2015 Espadín from San Luis del Río, Oaxaca. Espadin is the dominant agave in 20160523-NYC_Whiskey-8 Oaxaca. It grows everywhere, is pest resistant and has a high yield. I found this to be smooth, somewhat sweet, and with a strong floral aroma.

The other Mezcal was a 2015 Wild Tepextate, also from Oaxaca. I thought this was more intense but definitely a pleasant sipping mezcal.

Gin

The product is called Pierde Almas +9 Botanicals, Mezcal Gin. First created in 2012. Here’s how Jonathan describes the process:

I began by macerating the nine legendary gin botanicals in a very good double-distilled Espadín Mezcal, and then rectified it (a third distillation). The result was a “fusionary first”. A true meeting of flavors…

I found it to be a most pleasant variation of gin. Men’s Journal summed it up nicely: “This is the rare gin you’ll first want to sip neat to appreciate.”

Whiskey

Their newest innovation is Ancestral Corn Whiskey from Mexico. It is made the old fashioned way in a small copper pot alembic and double distilled. The mash bill includes a selection of red, black, and yellow heirloom corn.

There are 60 distinct varieties of corn native to Mexico and more than half of them originated and still thrive in the state of Oaxaca. Many of the varieties date back over 6,000 years.

About now you’re thinking—Mexican Moonshine? Well, yes and no.

Here’s how Liquor.com described the taste:

…the Ancestral Corn Whiskey has a remarkably savory cornbread-like aroma and flavor, plus a subtle smokiness reminiscent of mezcal. In other words, it’s unlike most American-made corn whiskies on the market right now.

I totally agree.

There’s another facet to this story.

It involves the fact that Pierdre Almas is a socially, culturally and environmentally responsible company. So, the whiskey project is meant to support small farmers and create an economic incentive to continue to grow their heritage corn. In their own words:

The state of Oaxaca—known as one of the most biologically diverse ecosystems in the hemisphere—stands on the front-line of resistance against monocropping and the industrialization of corn. The Ancestral Corn Whiskey project is intended to create an economic stimulus that will drive future cultivation of native corn in Mexico.

They also see it as a way to keep GMO corn out of Mexico.

At present, there is a limited supply of the whiskey and it’s in limited distribution in the test markets of Chicago, New York, and WHiskey 375 nueva San Francisco. Here are some of the places in NYC in which you can find it: Astor Wines, Toloache, Tacuba, and Leyenda

Jonathan is also expecting to set some aside for aging but, as you can imagine, it will be some time before that’s available.

At roughly $50 for a 375ml, it isn’t cheap. But, then again, worthwhile projects seldom are.

Malfy Gin

March 10, 2016 No Comments

Your views on gin are about to change

I’ve always found gin to be a fascinating category. While some will tell you that gin is really flavored vodka, don’t believe them. From my standpoint, flavored vodkas are based on added flavorings that, while not artificial, often taste that way to me. Gin is made with juniper berries, of course, and other botanicals as part of the distillation process. Some gins fall into the citrus camp but most use exotic spices and herbs.

What also make the category fascinating to me are the attitudes and opinions drinkers have about gin. Here are the five things I’ve heard most about gin.

1. Not everybody likes gin

Many of the consumers I’ve spoken with over the years seem to have a love or hate relationship with gin. The haters will tell you that they dislike the taste and blame it on the juniper and, as some have told me, those awful botanicals.

2. There are vodka drinkers and there are gin drinkers and neither the twain shall meet

3. The origin of gin is widely and strongly believed to have originated in the Netherlands with Great Britain playing the major role in its growth over the years.

4. Gin is to be either consumed in a cocktail or with tonic, and never on the rocks.

5. Gin as a category is not growing.

So, with these beliefs and opinions in mind, let’s take a close look at Malfy Gin.

An Unusual Gin from Italy

If you’ve ever been to the Amalfi Coast of Italy, you know about the beautiful scenery, the great food and those amazing lemons. Those lemons are at the core of Malfy Gin.

The Vergnano family distills Malfy Gin in a family run distillery in Moncalieri, Italy. Although the spirit is infused with Italian juniper and five other botanicals it is the infusion of the famous Italian Coastal lemons, that give Malfy Gin it’s unusually fresh and zesty aroma. It clearly is not a traditional, juniper-heavy gin.

The gin is imported by Biggar & Leith (more about them in a moment) and is the “first luxury Italian gin” in the USA. In fact the product carries the GQDI™ designation, which stands for Gin di Qualità Distillato in Italia.

Not only is the gin from Italy, but according to Biggar & Leith, “We were researching the history of gin – and there it was, staring us in the face; gin was invented in Italy – long before the British or Dutch.” I have found other references to Italy as the birthplace of gin, including here and here.

In addition, I emailed Gary (gaz) Regan (The Bartender’s Gin Compendium, The Joy of Mixology, The Negroni and more) and asked him about the origin of gin and Italy. He tends to agree and points out that the distillation of beverage alcohol began at the University of Salerno, Italy, circa 1050 – 1150, and juniper grows in abundance in that area. Since monks/students were seeking the “water of life,” it makes sense that they would add herbs to their distillates, so a juniper infused spirit would also makes sense.

The Product

I found Malfy Gin Con Limone to be delicious, versatile and appealing to both gin drinkers and those who are not regular consumers in that category. I’m partial to Negronis and they refer to the Malfy version as the real Negroni—Italian gin, Italian vermouth and, of course, Campari. The Gin & Tonic was extraordinary with the prominent lemon taste and especially when enhanced by a slice of lemon (Italian, Meyer or California).

I also think that Malfy on the rocks was the most enjoyable way to appreciate the taste. Who says gin is only for cocktails?

Oh, and vodka fans I asked to try Malfy, enjoyed it very much. A crossover product, whereby vodka lovers enjoy gin? What is this world coming to?

About Biggar & Leith

The company was founded by Elwyn Gladstone, a well-known spirits industry executive, most recently head of marketing at Proximo Spirits, and prior to that head of new brands at William Grant and Sons. Elwyn has been instrumental in the development and launch of such brands as Hendrick’s Gin, Sailor Jerry Rum, Kraken Rum, Stranahan’s Colorado Whiskey, and a host of others.

Here’s how he describes the company he founded and their first imported brand:

“Biggar & Leith owns a small portfolio of fine spirits from established, family-owned distilleries who are dedicated to innovation and quality. We search the globe for brands whose bottles transmit the personality and stories of the people who make them.”

The name Biggar & Leith comes from his great-great-great-great Grandfather, Thomas Gladstone. He left his home in Biggar, Scotland in 1746 for the port of Leith, near Edinburgh where he apprenticed and then started his own wine and spirits business. (It might also interest you to know that another ancestor of Elwyn’s is William Gladstone, the four time Prime Minister of Great Britain.)

If I know Elwyn, he’s already found the distillery and product that likely will come next.

The Score Card

I said at the outset that Malfy Gin would change your opinions and views about gin, so let’s tally the score.

1. While not everyone likes the taste of gin, I’ve found that gin rejecters, like Malfy. More than they thought they would.

2. The brand appeals to both vodka and gin drinkers.

3. The Dutch and the British may have made gin and genever famous, but I believe its origin was in Italy.

4. You can drink your gin any way you like, but I’ll have it on the rocks with a slice of citrus (usually grapefruit).

5. The gin category has two major components—domestic and imported. The former is declining. Across the board, small batch, crafted gins, both US made and imported are the growth engines for the category.

* * *

Malfy Gin sells for roughly $30 for a 750ML. It has only recently gone on sale so you might not be able to find it right away. But, trust me, you’re gonna love it.

I think my friend Elwyn Gladstone has a winner on his hands.

Spirits of the world: Mastiha from Greece

January 21, 2016 2 Comments

How a chewing gum became a liqueur

Mastika or Mastiha (‘mahs-Tee-ha’) is a liqueur from the Greek island of Chios that is flavored with a resin or sap from trees on the island. The word might sound familiar—it is derived from the Greek “to chew.” In English, it is ‘masticate’—meaning to chew or munch on.

It turns out that this resin/sap sheds its “tears” and became the original chewing gum

enjoyed as far back as the 5^th Century BC, according to Difford’s Guide:

The ancient Greeks chewed mastic for fresh breath, as did the Romans, Byzantine Greeks and later the Venetians, Genoese and the Ottoman Turks.

The mastic gum is made into a liqueur that receives the “Protected Designation of Origin” status on the island of Chios since it is the only place where the trees “cry teardrops” during harvest.

In Greece, Mastiha is served a number of ways: With appetizers, deserts or as a digestive. In the hands of the bar chef and mixologists, there are some terrific Mastiha cocktails being made around the world.

You can also buy the mastic gum itself on Amazon and there’s even a store called Mastihashop, where you can buy not only the gum but also other products made from Mastiha.

But if it’s okay with you, I’ll stick with the booze product.

Ya Mastiha

Allow me to introduce Nicholas (Nick) Papanicolaou, a passionate entrepreneur and founder/owner of Ya Mastiha, which is derived from the Greek toast Yamas—“to our health.” Nick is a Greek-American who had one of those ‘aha’ moments, which led him to shift his entrepreneurial efforts to the Booze Business and introduce Ya. Here’s how it started:

Growing up Greek-American, I remember longing for my summers to spend a few weeks in the picturesque Greek Islands. Every year, I invited a friend to join me so I could share my heritage. In the summer of 2009, twenty-eight of my friends from all over the world joined me in Mykonos to celebrate my birthday. Despite vast differences in cultures, personalities and ages, we bonded with the help of one unifying force: Mastiha liqueur.

Like most startups, the brand faces many uphill challenges—limited resources (people and money), trade acceptance (distribution, bars, and stores), and building consumer awareness and trial. But like any tenacious businessperson, Nick is well equipped to roll with the punches.

The brand is only in New York, but can be purchased on YaMastiha.com/Buy where a retail partner will ship it to most states. It has some traction among Greek-Americans, for obvious reasons. I was surprised when he told me that a significant number of sales are in Tarpon Springs, Florida, which, I learned, is one of the largest concentrated communities of Greek-Americans in the U.S.

Entering the mainstream drinking market is among the list of challenges.

The product

Ya Mastiha is 30% AbV (60 proof) and made with natural cane sugar and Mastiha from the Chios Island in Greece. It’s produced in the U.S. but Nick has plans to also introduce a product produced in Greece.

The taste? Well, a bit unusual. I enjoyed it on the rocks and found it to be an excellent digestif. I don’t generally provide taste reviews but to me Ya has a slight Ouzo/anise aroma but doesn’t get milky over ice. What I really like about it is what it does to a cocktail. Difford’s has some interesting recipes like the Greek Martini (Mastiha, gin, dry vermouth and a touch of ouzo) or Smoky Tears (Mastiha, mezcal, pink grapefruit juice and simple syrup) or Cosmopolis Cocktail (a variation on the Cosmo with a splash of Mastiha added).

Ya Mastiha sells for $32.99 and you can buy it online here, here and through Craft Spirits Exchange.

It’s a fun product best shared with a group of friends. Plate smashing is optional.

Yamas!

(Dear Reader — If you come across an interesting spirit/liquor from around the world that is not widely known, contact me and tell me about it.)