Madre Mezcal
Madre Mezcal is a privately held US spirits company that produces and sells artisanal mezcal (from Oaxacan family palenques), additive-free tequila blanco (from Jalisco), ready-to-drink cocktails, and ritual kits to consumers, specialty retailers, and on-premise bars and restaurants via DTC e-commerce and a part-time brand ambassador sales force.
- Company typePrivate
- Founded2016
- HeadquartersVenice, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Madre Mezcal does
Madre Mezcal, Inc. is a privately held California corporation founded in May 2016 by Tony Farfalla, Stefan Wigand, Chris Stephenson, and Davide Berruto, headquartered in Venice, Los Angeles. The company produces and markets artisanal agave-based spirits — three mezcal expressions (Ensamble, Espadin, Ancestral) and an additive-free tequila blanco launched in 2024 — plus a ready-to-drink canned cocktail line called Desert Water and a Mezcal Ritual Kit experiential product. All mezcal is produced by independently owned family palenques in Oaxaca, Mexico (García-Morales, Méndez Blas, Vasquez, and Martínez Alvarez families), and tequila is produced at the Padilla family estate in the Jalisco highlands at 7,500 feet elevation, with Madre owning no production assets directly.
The business operates a hybrid go-to-market combining direct-to-consumer e-commerce (fulfilled through AccelPay's third-party licensed retailer network across the continental US), wholesale placement in specialty retail chains (Total Wine & More, Binny's Beverage Depot, and independent wine and liquor stores), and on-premise bar and restaurant accounts in key US territories managed by part-time brand ambassadors in New York, Colorado, and Illinois. Products are priced from $39.99 to $99.99 per 700ml bottle. The brand has also expanded into adjacent cultural and lifestyle verticals through artist residencies (House of SOMOS, Unknown Roads program), a music platform (Madre Radio on Spotify), editorial content (Madre Journal), and creative collaborations with photographers, chefs, and wellness brands.
The company is COMERCOM-certified for artisanal mezcal production and CTR-certified for tequila, and reports distribution presence in the USA plus parts of Europe (UK), Asia (China), and Australia. Madre has raised a single disclosed $3M funding round in April 2021 led by Room 9 with Goods Ventures participating. With 11-50 employees, no parent company, no subsidiaries, and no institutional backing beyond the 2021 seed, Madre operates as a capital-efficient founder-led brand with a community-driven, content-first marketing strategy rather than traditional paid advertising.
Madre Mezcal firmographics
Firmographics- Name
- Madre Mezcal
- Legal name
- Madre Mezcal, Inc.
- Website
- https://madremezcal.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Madre Mezcal is a privately held US spirits company that produces and sells artisanal mezcal (from Oaxacan family palenques), additive-free tequila blanco (from Jalisco), ready-to-drink cocktails, and ritual kits to consumers, specialty retailers, and on-premise bars and restaurants via DTC e-commerce and a part-time brand ambassador sales force.
- Ownership category
- akta.pro rank
Madre Mezcal industry classification
Industry- Product category
- Artisanal Agave Spirits
- NAICS
- Distilleries (312140), Beer, Wine, and Liquor Retailers (4453)
- SIC
- Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)
- akta.pro primary industry
- Spirits Distilling & Brands (CRADAIAC)
- akta.pro secondary industries
- Distilled Spirits Production & Distilling (AFAFAAAC), Tobacco, Alcohol & Cannabis Omnichannel (CRAFAEAM), Spirits Retail & Whiskey Shops (Off-Premise) (CRANAAAD)
Keywords
Where Madre Mezcal is headquartered
LocationHeadquarters
- HQ city
- Venice
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Madre Mezcal business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Others
Revenue model
- Spirits Sales: Direct product sales of artisanal mezcal (Ensamble, Espadin, Ancestral) and additive-free tequila blanco through e-commerce, with distribution via retail partners and bars/restaurants nationwide. Prices range from $39.99 to $99.99 per bottle.
- Ready-to-Drink Cocktails: Desert Water line - canned cocktails featuring artisanal mezcal with sparkling water and real adaptogens, herbs & fruits. 5% ABV, 90 calories, gluten-free, no sugar added.
- Merchandise: General store featuring branded merchandise including apparel and accessories such as the Pa' Todo Mal cap collaboration with Zac Chambers at $39.99.
- Ritual Kits: Mezcal ritual experience kits containing 200ml flask, ceramic copitas, incense holder, copal incense, and Mezcal Ritual Guide at $74.99.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Madre Tequila Blanco - 700ml bottle at 48% ABV |
| Unit Pricing | Pay-as-you-go | Madre Espadin - 700ml bottle at 43% ABV |
| Unit Pricing | Pay-as-you-go | Madre Ancestral - 700ml bottle at 47% ABV |
| Unit Pricing | Pay-as-you-go | Madre Ensamble Flask - 3x flasks at 45% ABV |
| Unit Pricing | Pay-as-you-go | Madre Ensamble - 700ml bottle at 45% ABV |
| Unit Pricing | Pay-as-you-go | Ritual Kit - 8 pieces with 200ml flask |
| Unit Pricing | Pay-as-you-go | Pa' Todo Mal Cap by Zac Chambers |
| Unit Pricing | Pay-as-you-go | Desert Water Ready-to-Drink - 12 cans at 5% ABV |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Madre Mezcal product offering
Product offeringCore offering
Madre Mezcal produces and sells artisanal agave-based spirits, including certified artisanal mezcal expressions (Espadin, Ensamble, and Ancestral) sourced from family-owned palenques in Oaxaca, Mexico, and an additive-free tequila blanco produced at 7,500 feet elevation in Jalisco. The portfolio is extended through a ready-to-drink canned mezcal cocktail (Desert Water), a mezcal ritual gift kit, and limited artist collaboration merchandise, sold direct-to-consumer via the brand's e-commerce store and through specialty retail and on-premise bar/restaurant accounts across the US.
Product overview
Madre Mezcal is an artisanal spirit company offering a portfolio of agave-based products. The core lineup includes three mezcal expressions (Ensamble, Espadin, and Ancestral) made by family palenques in Oaxaca using traditional methods, plus an additive-free tequila produced in Jalisco's highlands. The company also offers Desert Water, a ready-to-drink mezcal cocktail, and the Mezcal Ritual Kit for experiential gifting. A limited merchandise line includes artist collaboration products like the Pa' Todo Mal Cap.
Differentiator
Problem solved
Functional benefit
Brands
- Desert Water: Ready-to-drink canned cocktail featuring artisanal mezcal and sparkling water infused with adaptogens, herbs, and fruits. Available in four flavors: Grapefruit & Yerba Santa, Prickly Pear & Lemon, Mushroom Sage & Honey, and Original. 5% ABV, 90 calories per can, gluten free, no added sugar.
Products and services
- Madre Ensamble Mezcal
Quantifiable outcome
- Products now shared across America and parts of Europe, Asia and Australia
Companies that use Madre Mezcal
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles4 records
Madre Mezcal technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature3 records
Madre Mezcal partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- The Sailing CollectivecorePartnership for 'The Natural Way' campaign sailing journey to La Paz, Mexico. Co-founded by Dayyan Armstrong, the collective provided chartered sailing experiences for Madre team and creative collaborators to capture spirit of adventure and natural living aligned with brand ethos.
- House of SOMOScoreArtist residency partnership featuring the 'Unknown Roads' residency program in Santa Teresa, Costa Rica. Artists including Zac Chambers, Colin Holloway, and Arlene Delgado participated in month-long residencies creating art and cultural content. SOMOS captures magic of residencies for Madre Journal storytelling.
- Carly FoulkesminorPhotographer for 'The Natural Way' campaign documenting Madre Tequila journey in La Paz, Mexico. Foulkes, who transitioned from 15 years as a model to photography, captured tableaus of nature and friendship featured in campaign imagery.
- Padilla Family (Don Carlos Padilla)coreTequila production partners at estate in San Julian, Jalisco at 7,500 feet elevation. The Padilla family produces Madre's additive-free tequila blanco using traditional methods including clay brick oven roasting and mineral-rich well water from 400 meters below surface.
- García-Morales Family (Jose García Morales)coreOriginal mezcal production partners in San Dionisio Ocotepec, Oaxaca. Jose García Morales and family have been making mezcal for generations and were Madre's original partners, supplying Espadin and Cuishe agaves.
- Méndez Blas Family (Carlos Méndez Blas)coreMezcal production partners based in Santiago, Matatlán since 1930. Carlos and his family produce Espadin for Madre and oversee all bottling requirements. Family-owned business to this day.
- Vasquez Family (Natalio Vasquez)coreFamily production partners based in Palmar, Miahuatlán. Natalio Vasquez made incredible mezcal before losing his life for community organizing. His widow Isabel Martínez Rios and family continue to produce Cuishe as part of Madre family.
- Martínez Alvarez Family (Moisés Martínez Alvarez)coreThird-generation mezcalero from Santa Catarina Minas producing Madre Ancestral. Stays true to traditions using only hand-crushed agaves and distilling in clay pots.
- Jess StarwoodminorForager, chef, and author collaboration for Telluride Mushroom Festival expedition. Madre teamed with Starwood for forest foraging experience including fungi identification and outdoor cooking demonstration.
- Anima MundiminorCollaboration for Anima Mundi x Madre Mezcal Lucid Dreaming Kit featuring plant medicine products and mezcal tinctures.
- Yardy World (DeVonn Francis)minorCollaboration for Madre Mezcal x Yardy World Earth Salts bringing flavors of Oaxaca with DeVonn Francis's native Jamaica. Includes recipes and flavor pairing content.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Madre Mezcal competitors and assessment
Company assessmentBroad incumbents
- Patrón Tequila: Mass-premium tequila incumbent with deep DTC, retail, and on-premise distribution. Acts as the share-of-throat incumbent Madre Tequila must displace on back-bar and shelf space.
- Casamigos: Largest premium tequila brand in the US (now owned by Diageo). Competitor for Madre Tequila in bars and retail but operates at vastly larger scale and broader mass-premium positioning rather than craft heritage story.
- Lobos 1707 Tequila & Mezcal: Premium agave spirits portfolio spanning tequila and mezcal with celebrity positioning. Comparable dual-category (mezcal + tequila) strategy to Madre's expanding portfolio but with materially larger marketing budget.
- Casa Noble Tequila: Premium tequila brand also emphasizing additive-free, traditional production and craft positioning. Most directly comparable to Madre Tequila's pure-agave, additive-free messaging in the tequila category.
Direct peers
- Del Maguey: Single-village artisanal mezcal producer from Oaxaca operating similar family palenque production model with strong on-premise cocktail presence. Closest direct competitor to Madre's mezcal expressions and pricing tier.
- Montelobos: Artisanal Oaxacan mezcal brand founded by a fourth-generation mezcalero family emphasizing traditional production and premium positioning. Directly comparable in heritage story, DTC channel, and craft cocktail bar placement to Madre Mezcal.
- Bozal Mezcal: California-based artisanal mezcal brand with single-village expressions and a similar DTC + premium-on-premise strategy. Comparable price points ($40-$100) and target consumer to Madre.
- 400 Conejos: Premium mezcal brand positioning toward craft cocktail culture with a portfolio of Espadín and ancestral expressions. Overlap with Madre in additive-free, traditional production messaging and bar/restaurant channel focus.
- Ilegal Mezcal: Artisanal mezcal with deep on-premise and DTC presence in the US, comparable product range and cultural storytelling around Oaxacan production. Similar go-to-market through craft bars and national retail.
- Dos Hombres Mezcal: Artisanal mezcal brand built on founders' heritage story, on-premise-focused GTM, and DTC sales. Direct competitor for back-bar placements and craft mezcal enthusiasts.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Madre Mezcal social profiles
Digital presenceMadre Mezcal compliance and trust
Trust signalCompliance3 records
Madre Mezcal financial estimates
Financial estimateRevenue estimate
Valuation estimate
Madre Mezcal leadership team
Management profileNumber of profiles
Profiles5 records
Madre Mezcal funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Madre Mezcal M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Madre Mezcal
What does Madre Mezcal do?
Madre Mezcal produces and sells artisanal agave-based spirits, including certified artisanal mezcal expressions (Espadin, Ensamble, and Ancestral) sourced from family-owned palenques in Oaxaca, Mexico, and an additive-free tequila blanco produced at 7,500 feet elevation in Jalisco. The portfolio is extended through a ready-to-drink canned mezcal cocktail (Desert Water), a mezcal ritual gift kit, and limited artist collaboration merchandise, sold direct-to-consumer via the brand's e-commerce store and through specialty retail and on-premise bar/restaurant accounts across the US.
Is Madre Mezcal a public or private company?
Madre Mezcal is a private company. It is classified as venture growth investor backed and is currently operating.
When was Madre Mezcal founded?
Madre Mezcal was founded in 2016. It employs 11 to 50 people.
Where is Madre Mezcal based?
Madre Mezcal is headquartered in Venice, United States, in the North America region.
How does Madre Mezcal make money?
Four revenue lines are on record. Spirits Sales are the primary driver. The others are ready-to-Drink Cocktails, merchandise and ritual Kits.
Who are Madre Mezcal's main competitors?
Broad incumbents on record are Patrón Tequila, Casamigos, Lobos 1707 Tequila & Mezcal and Casa Noble Tequila. Direct peers are Del Maguey, Montelobos, Bozal Mezcal, 400 Conejos, Ilegal Mezcal and Dos Hombres Mezcal.
Does Madre Mezcal have an API?
No public API is recorded for Madre Mezcal.
What industry is Madre Mezcal in?
Madre Mezcal's product category is Artisanal Agave Spirits. Its primary akta.pro industry code is CRADAIAC, Spirits Distilling & Brands, with a secondary code of AFAFAAAC, Distilled Spirits Production & Distilling. Its NAICS code is 312140 and its SIC code is 5180.