Revel Spirits

What Revel Spirits does

Revel Spirits, Inc. is a Culver City-headquartered, privately held importer, marketer, and distributor founded in 2012 that builds a premium and ultra-premium agave spirits portfolio around a proprietary "Avila" category. The company positions Avila as a third agave-spirit category distinct from tequila and mezcal, produced exclusively in Morelos, Mexico, where its partner farms grow 100% blue Weber agave in volcanic soil at the base of the Popocatépetl volcano. Production combines traditional mezcal-style pit roasting (>48 hours over volcanic rock) with tequila-style autoclave steaming, blending both before fermentation and either triple distillation (Revel Avila line) or double distillation (Revel 88 line), yielding Blanco, Reposado, and Añejo expressions at suggested retail prices from $39.99 to $174.99 per 750ml bottle. The firm also offers small-batch El Popo Avila and a growing ready-to-drink canned cocktail line (Avila Spritz, Avila Cuernavaca, Avila Spicy Cuernavaca).

The business operates with fewer than ten employees across a Culver City headquarters, a Minneapolis operational hub led by CEO Micah McFarlane and President Susan Clausen, and Morelos-based farm and distillery operations owned by the Ruiz family. Go-to-market combines licensed third-party retailers, upscale on-premise accounts (bars such as Crawford's SF, Windsor Block Bar, Gold Diggers Hollywood, The Semi-Tropic), direct e-commerce via revelspirits.com, and regional RTD distribution currently anchored in Minneapolis. Revenue derives from one-time sales of bottled spirits and canned cocktails across four U.S. states (California, Minnesota, Missouri, New York), with international shipping not currently offered. Distribution is reinforced by celebrity co-owner Justin Hartley (actor, joined May 2020) and earned media coverage in Forbes, Business Insider, Travel + Leisure, Bloomberg, and Chilled Magazine. The company is actively pursuing a federal Denomination of Origin for "Avila" with Morelos state officials, which would legally constrain the category name to spirits produced within the state.

Name

Revel Spirits

Legal name

Revel Spirits, Inc.

Website

https://revelspirits.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Revel Spirits imports, markets, and distributes ultra-premium agave spirits under the Revel Avila, Revel 88, and El Popo brands, plus ready-to-drink canned cocktails, produced in Morelos, Mexico, and sold to premium consumers and upscale on-premise accounts across four U.S. states.

Ownership category

akta.pro rank

Product category

Premium Agave Spirits

NAICS

Distilleries (31214), Distilleries (312140), Beverage Manufacturing (3121)

SIC

Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro industry

PRIMARYCRADAIAC

Spirits Distilling & Brands

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Alcoholic Beverages (Beer, Wine, Spirits) Manufacturing & Brands

SECONDARYAFAFAAAC

Distilled Spirits Production & Distilling

Agriculture & Food Production/Beverage Production/Alcoholic Beverage Production (Beer, Wine, Spirits, Cider)

SECONDARYAFAFAGAH

Cocktail Mixes & Alcoholic Beverage Bases (non-alcoholic mixers, RTD spirit bases)

Agriculture & Food Production/Beverage Production/Concentrates, Syrups & Flavor Bases Manufacturing

SECONDARYTHAFALAG

Distilleries (Tasting Rooms)

Travel & Hospitality/Foodservice & Beverage (Restaurants, Cafes, Bars)/Breweries, Wineries & Distilleries (Taprooms/Tasting Rooms)

Keywords

• Premium agave spirits
• Ready-to-drink cocktails
• Mezcal tequila hybrid
• Agave spirit distillery
• Imported distilled spirits

Headquarters

HQ city

Culver City

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Bottled Spirits Sales: Direct product sales of Revel Avila and Revel 88 bottled spirits (Blanco, Reposado, Añejo expressions) at SRP ranging from $39.99 to $174.99.
2. Ready-to-Drink (RTD) Cocktails: Canned cocktail sales including Avila Cuernavaca and Avila Spicy Cuernavaca, sold in select markets and online.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Revel Spirits imports, markets, and distributes ultra-premium agave spirits under its proprietary 'Avila' category, combining traditional mezcal roasting over volcanic rock with tequila-style steam autoclave cooking. The portfolio spans bottled expressions (Blanco, Reposado, Añejo) across the Revel Avila and Revel 88 lines, the small-batch El Popo Avila, and a growing ready-to-drink canned cocktail line, all produced from 100% blue Weber agave grown in Morelos, Mexico.

Product overview

Revel Spirits offers a portfolio of super-premium agave spirits centered around two main brands: Revel Avila® and Revel 88. Revel Avila® is the ultra-premium triple-distilled line featuring three expressions (Blanco, Reposado, and Añejo) aged from 0 to 24 months in American or French oak barrels. Revel 88 is a more accessible double-distilled line offering Blanco and Reposado expressions with a 50/50 steamed and smoked process. The company also produces El Popo Avila, a small-batch artisan spirit from volcanic soil, and has expanded into ready-to-drink cocktails including Avila Cuernavaca, Spicy Cuernavaca, and Revel Avila Spritz. All products are 100% pure blue Weber agave sourced exclusively from Morelos, Mexico.

Differentiator

Problem solved

Functional benefit

Brands

• Revel Avila: Premium agave spirit brand featuring Blanco, Reposado (aged 12 months in American White Oak Barrels), and Añejo (aged 24 months in French Oak Barrels) expressions. Triple-distilled, 100% Puro De Agave.
• Revel 88
• El Popo
• Avila Cuernavaca

Products and services

• Revel Avila® Blanco Triple-distilled ultra-premium agave spirit made from 100% pure Weber Blue Agave with citrus, juniper, white pepper, and lemongrass notes. 80 Proof, 750ml, sold at SRP $63.99 for sipping neat or in cocktails.
• Revel Avila® Reposado Triple-distilled agave spirit rested 12 months in once-used American white oak whiskey barrels. Smooth smoky oak, toffee, and spicy sandalwood notes. SRP $78.99.
• Revel Avila® Añejo Triple-distilled agave spirit aged 24 months in French Oak barrels with caramel, toasted coconut, and smoked cardamom notes. 96 Proof, SRP $174.99.
• Revel 88 Avila® Blanco Double-distilled pure agave spirit made from 50% smoked and 50% steamed blue Weber agave grown in volcanic soil. Additive-free, 88 Proof, $39.99 USD.
• Revel 88 Avila® Reposado Double-distilled agave spirit aged 10 months in American white oak whiskey barrels, with subtle caramel notes. Additive-free, $49.99 USD.
• El Popo Avila Small-batch artisan agave spirit from 100% pure blue Weber agave grown and hand-harvested at the base of the Popocatépetl Volcano in Morelos, Mexico. Traditional roasting with local oak and volcanic rock. Gold Medal winner at 2022 Bartender Spirits Awards.
• Avila Cuernavaca RTD Cocktail Ready-to-pour canned cocktail made with Revel 88 Avila and natural flavors, requiring no shaker, mixer, or mess. Available in Minneapolis market.
• Avila Spicy Cuernavaca RTD Cocktail Spicy ready-to-pour canned cocktail made with Revel 88 Avila and natural flavors, launched alongside Avila Cuernavaca in the Minneapolis area.
• Revel Avila Spritz RTD Cocktails Ready-to-drink canned agave spirit cocktail available in Guava, Toasted Coconut, Kaffir Lime, and Mango Fresno Chili flavors. Zero additives, made with Revel Avila.

Quantifiable outcome

• 98 rating from Tasting Panel Magazine for Blanco and Reposado expressions
• +1 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Modern ImpactsupportingGTM or Marketing PartnerMarketing agency partnership for creative brand marketing and stand-out can designs for RTD products. Modern Impact created the canned cocktail designs that earned 'Best of Class' packaging award at SIP Awards.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• 400 Conejos: Premium artisanal mezcal brand produced in Oaxaca using traditional roasted agave methods. Comparable to Revel Spirits for its emphasis on agave craftsmanship, traditional-vs-modern storytelling, and ultra-premium positioning in the agave-adjacent sipping category.
• Clase Azul: Ultra-premium Mexican agave spirit brand known for handcrafted decanters and elevated pricing (Reposado/Añejo/Ultra-aged). Comparable to Revel Spirits on ultra-premium price points (e.g., the $174.99 Añejo SRP), craftsmanship narrative, and collectible packaging.
• Casa Dragones: Ultra-premium small-batch agave spirit positioned for sipping, limited releases, and high-end on-premise accounts. Comparable to Revel Spirits on ultra-premium sip positioning, small-batch heritage, and targeting high-end cocktail bars and collectors.
• Casa Noble: Premium organic agave spirit brand with triple-distilled expressions, sold across the US. Comparable to Revel Spirits on triple-distillation process, additive-free claim, USDA organic, and ultra-premium Reposado/Añejo positioning within the same channels.
• Gracias a Dios Mezcal: Boutique, single-village mezcal from Oaxaca emphasizing terroir, traditional methods, and fair-trade supply chains. Comparable to Revel Spirits in its terroir-driven messaging (Morelos volcanic soil vs. Oaxacan villages) and additive-free, small-batch positioning.
• Código 1530: Premium tequila brand distilled in Jalisco from estate-grown Blue Agave, with celebrity backers and a focus on additive-free production. Comparable to Revel Spirits for its premium positioning, additive-free claim, and Blanco/Reposado/Añejo expression lineup.
• Casamigos: Premium celebrity-co-founded agave spirit brand (George Clooney, Rande Gerber), acquired by Diageo. Directly comparable to Revel Spirits for its celebrity-backed premium-to-ultra-premium positioning, Blanco/Reposado/Añejo lineup, and DTC distribution model.

Broad incumbents

• Patrón Spirits: Mass-premium global agave spirit brand (Bacardi-owned) with Blanco, Reposado, and Añejo expressions plus RTD extensions. Comparable to Revel Spirits across the same SKU ladder and productization philosophy, but at vastly larger scale and on-premise penetration.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCqaIz9NblhGIhw5Ow1ouXpg
• Instagraminstagram.com/revelspirits
• Xx.com/revelspirits

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Revel Spirits