Mezcal Amarás
Mezcal Amarás is a private Mexican premium mezcal producer (founded 2011) that uses traditional artisanal methods across a network of 20 Master Mezcaleros and 200 agave producers in Oaxaca and Guerrero, selling through DTC e-commerce and 3,196+ retail locations in Mexico and the US, with a carbon-neutral sustainability positioning verified by WWF.
- Company typePrivate
- Founded2011
- HeadquartersColonia, Mexico
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Mezcal Amarás does
Mezcal Amarás (legal name: Amarás) is a private Mexican premium mezcal producer founded in 2011, headquartered in Mexico with operations concentrated in Oaxaca and Guerrero. The company produces artisanally-crafted mezcal using traditional methods — pit oven cooking (3-5 days), tahona grinding, 100% natural fermentation with local bacteria, and copper/clay pot distillation — sourcing from a supply chain of 20 collaborating Master Mezcaleros, 200 agave producers, and 50 mezcal-producing communities across 23+ agave varieties. Its product portfolio comprises three lines: a core range (Espadín Joven and Reposado, Americana, Cupreata, Tobalá) priced at $41-$55 USD; the Amarás Reserva Especial collectible line spanning Cenizo, Curandero, Arroqueño, Sierrudo, Madrecuishe, and Lumbre, priced up to $409 USD with limited bottle counts; and the Verde Amarás label-free brand featuring annual artist collaborations (88+ collectible labels since 2016).
The company operates a dual-market distribution model combining DTC e-commerce (separate US and Mexico Shopify storefronts) with extensive retail presence across 3,196+ locations in Mexico and the United States through major chains including Walmart, HEB, Chedraui, Bodega Aurrera, Soriana, Palacio de Hierro, Liverpool, and specialty wine/spirits retailers. It also generates ancillary revenue from branded merchandise (Estilo Amarás, Estilo Verde) and experiential tourism via Airbnb Experiences in Oaxaca. Sustainability and provenance certifications — including first-mover carbon-neutral status since 2021 through a WWF partnership, a 7:1 agave planting ratio, and a proprietary Nomenclature classification system developed over 10+ years with academic partners (Technological Institute of Oaxaca, Technological University of the Sierra Sur of Oaxaca) and agave expert Rafael Ayala — function as key brand differentiators in a category where traditional production credibility and environmental credentials carry pricing power.
Mezcal Amarás firmographics
Firmographics- Name
- Mezcal Amarás
- Legal name
- Amarás
- Website
- https://mezcalamaras.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Mezcal Amarás is a private Mexican premium mezcal producer (founded 2011) that uses traditional artisanal methods across a network of 20 Master Mezcaleros and 200 agave producers in Oaxaca and Guerrero, selling through DTC e-commerce and 3,196+ retail locations in Mexico and the US, with a carbon-neutral sustainability positioning verified by WWF.
- Ownership category
- akta.pro rank
Mezcal Amarás industry classification
Industry- Product category
- Premium Spirits
- NAICS
- Sugar and Confectionery Product Manufacturing (3113)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Specialty Seed & Flavoring Crop Farming (Vanilla, Sesame, Mustard) (AFAGAGAN)
- akta.pro secondary industry
- Ground & Powdered Spices (AFAJANAB)
Keywords
Where Mezcal Amarás is headquartered
LocationHeadquarters
- HQ city
- Colonia
- HQ country
- Mexico
- HQ region
- Latin America
Offices3 records
Markets served
Mezcal Amarás business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Others
Revenue model
- Premium Spirit Sales: Direct-to-consumer and retail sales of premium mezcal products across three main lines: Amarás (core range), Amarás Reserva Especial (limited editions), and Verde Amarás (artist collaboration label)
- Experiences & Tourism: Palenque visits offered through Airbnb Experiences platform, providing immersive tours of mezcal production facilities in Oaxaca
- Merchandise: Branded merchandise including Estilo Amarás (agave mysticism-inspired minimalist pieces) and Estilo Verde (urban, disruptive contemporary designs)
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Espadín Joven - Entry level artisanal mezcal |
| Unit Pricing | Pay-as-you-go | Espadín Reposado - Oak-aged artisanal mezcal |
| Unit Pricing | Pay-as-you-go | Americana - Wild agave premium mezcal |
| Unit Pricing | Pay-as-you-go | Cupreata - High concentration herbal mezcal |
| Unit Pricing | Pay-as-you-go | Cenizo Reserva Especial - Only permanent edition in Reserva line |
| Unit Pricing | Pay-as-you-go | Sierrudo Reserva Especial - Limited wild agave edition |
| Unit Pricing | Pay-as-you-go | Arroqueño Reserva Especial - Rare wild agave collector's item |
| Unit Pricing | Pay-as-you-go | Madrecuishe Reserva Especial - Limited edition |
| Unit Pricing | Pay-as-you-go | Curandero Reserva Especial - Ultra-premium rare spirit |
Go-to-market motion4 records
Distribution channels5 records
Marketing channels6 records
Mezcal Amarás product offering
Product offeringCore offering
Mezcal Amarás produces and sells premium artisanal mezcal distilled from wild and cultivated agaves (including Espadín, Cupreata, Americana, Tobalá, Cenizo, Arroqueño, Sierrudo, Curandero, and Madrecuishe) using ancestral methods such as pit oven cooking, tahona grinding, natural fermentation, and copper/clay pot distillation. The company sells across three product lines (Amarás core range, Amarás Reserva Especial limited collectible editions, and Verde Amarás artist collaboration label), complemented by branded merchandise and Palenque visit experiences in Oaxaca.
Product overview
Mezcal Amarás is a premium mezcal producer offering three distinct product lines: Amarás Reserva Especial (premium collectible limited editions with rare agaves like Arroqueño, Sierrudo, Cenizo, Curandero, Madrecuishe, and Lumbre), Amarás core line (accessible artisanally-crafted mezcals including Espadín Joven, Espadín Reposado, Cupreata, and Americana), and Verde Amarás (a label-free brand with annual artist collaborations). The company also offers experiential tourism through palenque visits and branded merchandise. All products are crafted using sustainable methods with natural fermentation, honoring over 500 years of mezcal tradition from Oaxaca and Guerrero.
Differentiator
Problem solved
Functional benefit
Brands
- Amarás Reserva Especial: A collectible brand born from the selective, the rare, and the exceptional. Limited editions that capture the essence of the world's most complex spirit, crafted from exceptional agaves and unique processes.
- Verde Amarás
Products and services
- Amarás Core Mezcal Line Honest, balanced mezcal brand crafted using sustainable and natural methods, featuring the Amarás Espadín Joven, Espadín Reposado, Cupreata, and Americana expressions for everyday premium consumption.
- Amarás Reserva Especial Collectible Mezcal Line Premium collectible mezcal line featuring limited editions from rare agaves including Cenizo (the only permanent edition), Arroqueño, Sierrudo, Curandero, Madrecuishe, and Logia Lumbre, with numbered bottlings for collectors.
- Verde Amarás Label-Free Mezcal Artisanally-crafted Espadín mezcal sold as a blank canvas, with new collectible labels released annually in collaboration with contemporary artists such as Mario García Torres.
- Amarás Espadín Joven Unaged artisanal mezcal from Espadín agave (A. Angustifolia) at 37.0% ABV, light and floral, preserving fresh agave flavors; entry-level core line expression.
- Amarás Espadín Reposado Reposado mezcal aged 2-12 months in wooden barrels, made from Espadín agave with vanilla and caramel notes at 40.0% ABV and subtle concentration.
- Amarás Cupreata Herbal and fresh artisanal mezcal from Papalote agave (A. Cupreata) with very high agave concentration at 40.3% ABV, crafted using highly complex artisanal methods.
- Amarás Americana Sweet and silky mezcal from wild Americana agave (A. Americana) with rich agave concentration at 40.0% ABV, carefully crafted using artisanal methods.
- Amarás Reserva Especial Curandero Ultra-premium rare collectible mezcal from wild Curandero agave, nutty and creamy character, 45.0% ABV with very high agave concentration, only 399 bottles released at $409 USD.
- Amarás Reserva Especial Arroqueño Premium collectible mezcal from Arroqueño agave (A. Americana), fruity and earthy profile, limited to 2,060 bottles at $164 USD, 43.0% ABV.
- Amarás Reserva Especial Sierrudo Premium collectible mezcal from Sierrudo agave (A. Americana) with mineral and fresh character, limited to 5,162 bottles at $82 USD, 46.0% ABV.
- Amarás Reserva Especial Cenizo The only permanent edition in the Reserva Especial line, crafted from Cenizo agave (A. Durangensis) from Durango, with toasted wood and coffee notes and high agave concentration, sold at $66 USD.
- Amarás Reserva Especial Madrecuishe Premium limited edition mezcal from Madrecuishe agave (A. Karwinskii) with nutty and honey flavor profile, $187 USD.
- Amarás Reserva Especial Logia Lumbre New limited edition collectible mezcal added to the Amarás Reserva Especial Logia collection in 2025.
- Verde Amarás Artist Series 2025 Annual collector's edition of Verde Amarás featuring new labels co-created with a curated group of contemporary artists to celebrate art and culture; the 2025 series is curated by Mario García Torres.
- Estilo Amarás Merchandise Minimalist branded merchandise line inspired by the mysticism of agave and respect for time, paying homage to the art of the land, sold alongside the mezcal portfolio.
- Estilo Verde Merchandise Contemporary branded merchandise with disruptive and urban spirit, designed for consumers who live by their own rules, sold under the Verde Amarás label.
- Palenque Visits (Experiential Tourism) Immersive tours of the traditional mezcal distillery (palenque) in Oaxaca de Juárez, offered through Airbnb Experiences, providing direct cultural and production engagement with the brand's production facility.
Quantifiable outcome
- First carbon-neutral mezcal brand since 2021
- +4 more outcomes
Companies that use Mezcal Amarás
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles3 records
Mezcal Amarás technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Mezcal Amarás partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- World Wildlife Fund (WWF)coreCarbon Neutral Partnership with WWF for forest, soil, and water conservation. Implements nano ponds, rainwater collection tanks, and dry toilets. First carbon-neutral mezcal brand since 2021.
- Technological Institute of Oaxaca (ITO)coreAcademic partnership for research and validation of Amarás Nomenclature classification system. Conducts studies at each stage of mezcal production process.
- Technological University of the Sierra Sur of Oaxaca (UTSSO)coreAcademic partnership for research and validation of Amarás Nomenclature classification system. Collaborates on scientific studies of mezcal production.
- Rafael Ayala (Agave Expert)coreRenowned agave expert collaboration for Amarás Nomenclature development. Contributes specialized knowledge on wild agave subspecies and sugar content classification.
- AirbnbminorPalenque visits offered as Airbnb Experiences in Oaxaca de Juárez, providing immersive tours of mezcal production facilities and cultural heritage.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
Mezcal Amarás competitors and assessment
Company assessmentDirect peers
- Del Maguey: Del Maguey is a pioneering artisanal mezcal producer from Oaxaca (acquired by Pernod Ricard), offering single-village mezcals with strong sustainability and provenance storytelling — directly comparable to Amarás on premium positioning, wild agave sourcing, and educational marketing.
- Gracias a Dios Mezcal: Gracias a Dios is an Oaxacan artisanal mezcal producer emphasizing traditional production, community impact, and 100% natural fermentation methods — closely overlapping with Amarás on craft method, supply chain storytelling, and premium positioning.
- Bozal Mezcal: Bozal is a US-marketed artisanal mezcal brand focused on rare, wild agave expressions with similar bottle design and storytelling-led marketing — directly competing with Amarás in the premium and limited-edition mezcal tier.
- Dos Hombres Mezcal: Dos Hombres is a celebrity-founded (Aaron Paul, Bryan Cranston) artisanal mezcal produced in Oaxaca using traditional methods — competing with Amarás on craft authenticity, Oaxacan heritage, and direct-to-consumer storytelling.
- Clase Azul: Clase Azul produces ultra-premium handcrafted Mexican spirits (mezcal and tequila) with distinctive decanters and collectible positioning; the Reserva and limited-edition SKUs compete directly with Amarás Reserva Especial at the $200-$500+ price tier.
- Ilegal Mezcal: Ilegal Mezcal is an award-winning artisanal mezcal produced in Oaxaca with comparable sustainability claims, international distribution, and premium positioning — a direct peer across core product, sustainability messaging, and trade marketing strategy.
- Casa Lumbre (400 Conejos / El Jolgorio): Casa Lumbre is a Mexican spirits company behind 400 Conejos and the El Jolgorio rare-agave mezcal line, with comparable artisanal production, Oaxaca/Guerro sourcing, and a hospitality/on-premise focus that overlaps directly with Amarás's premium positioning.
Emerging players
- Madre Mezcal: Madre Mezcal is an emerging artisanal mezcal brand with a sustainability and female-founders narrative, distributed across US and Mexican accounts — a smaller emerging peer competing for similar premium and ESG-conscious consumer occasions.
Broad incumbents
- Casamigos (Diageo): Founded by George Clooney and now owned by Diageo, Casamigos launched a mezcal line that competes with Amarás at the accessible-premium price tier; a broader incumbent with materially larger marketing and distribution resources.
- Patrón Tequila / Patrón Mezcal (Bacardi): Patrón, owned by Bacardi, has expanded from tequila into mezcal with mass-market and on-premise distribution; not a craft artisanal peer but a relevant incumbent competing for similar premium on-premise accounts and consumer occasions.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Mezcal Amarás social profiles
Digital presenceMezcal Amarás compliance and trust
Trust signalCompliance1 record
Mezcal Amarás financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mezcal Amarás leadership team
Management profileNumber of profiles
Mezcal Amarás funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mezcal Amarás 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 Mezcal Amarás
What does Mezcal Amarás do?
Mezcal Amarás produces and sells premium artisanal mezcal distilled from wild and cultivated agaves (including Espadín, Cupreata, Americana, Tobalá, Cenizo, Arroqueño, Sierrudo, Curandero, and Madrecuishe) using ancestral methods such as pit oven cooking, tahona grinding, natural fermentation, and copper/clay pot distillation. The company sells across three product lines (Amarás core range, Amarás Reserva Especial limited collectible editions, and Verde Amarás artist collaboration label), complemented by branded merchandise and Palenque visit experiences in Oaxaca.
Is Mezcal Amarás a public or private company?
Mezcal Amarás is a private company. It is classified as unknown and is currently operating.
When was Mezcal Amarás founded?
Mezcal Amarás was founded in 2011. It employs 51 to 100 people.
Where is Mezcal Amarás based?
Mezcal Amarás is headquartered in Colonia, Mexico, in the Latin America region.
How does Mezcal Amarás make money?
Three revenue lines are on record. Premium Spirit Sales are the primary driver. The others are experiences & Tourism and merchandise.
Who are Mezcal Amarás's main competitors?
Direct peers on record are Del Maguey, Gracias a Dios Mezcal, Bozal Mezcal, Dos Hombres Mezcal, Clase Azul, Ilegal Mezcal and Casa Lumbre (400 Conejos / El Jolgorio). Madre Mezcal is listed as an emerging player. Broad incumbents are Casamigos (Diageo) and Patrón Tequila / Patrón Mezcal (Bacardi).
Does Mezcal Amarás have an API?
No public API is recorded for Mezcal Amarás.
What industry is Mezcal Amarás in?
Mezcal Amarás's product category is Premium Spirits. Its primary akta.pro industry code is AFAGAGAN, Specialty Seed & Flavoring Crop Farming (Vanilla, Sesame, Mustard), with a secondary code of AFAJANAB, Ground & Powdered Spices. Its NAICS code is 3113 and its SIC code is 2090.