FOOD INDUSTRY tthhe Ne Neew Gw Guueesst ot of Hf Hoonnoor ar at Ct Ceelleebbrraattiioonnss Mezcal! By Ramón Portilla ith the arrival of good weather and because Hispanics never lack an excuse to celebrate, starting with Mother's Day in May, to the wave of "Quinceañeras" and upcoming graduations, there's one more "guest" that has already sneaked W into the basic grocery list and seems to be taking a place of honor: mezcal. Yes, that "smoky cousin" of tequila that whether straight or in a mezcalina (something like a margarita, but with mezcal), we now 昀椀nd it in sophisticated cocktail menus across the United States, with exorbitant prices reaching up to $30 for an ounce of Tobalá (one of the most popular agaves). 吀栀is distilled spirit, with its deep From the smoky aroma of cooked agaves to the strong and complex roots in Mexican tradition and 昀氀avor of freshly distilled mezcal, every moment was a lesson in craftsmanship, is already reporting history and culture that made me think about how our Hispanic impressive growth levels. stores in the United States could revive these types of experiences According to Bloomberg, the at the point of sale. combined category of tequila and mezcal Products like mezcal, assuming our establishment has the proper has become the highest-value liquor licenses, can become di昀昀erentiators in the shopping experience we segment in the United States, reaching nearly o昀昀er. Not only because of the impact on the assortment perception $13.3 billion in sales in 2023. And yes, mezcal leads on our shelves, but also because we can use it as a product that this growth! transfers that particular sense of pride in its place of origin. With estimated sales of $432 million in 2022, this elixir is also For example, educating our customers about the types of agaves, becoming a culinary ingredient, from spicy dishes, rice, and seafood to desserts like chocolate tru昀툀es and caramel sauces; and this despite its prices ranging between $40 and $100 per bottle, making it a premium product on the shelf. Because of all this, on my recent trip to Mexico, I couldn't resist traveling to Oaxaca, this beautiful state in southeastern Mexico, expressly to visit a palenque, the name given to small businesses and communities that cultivate, process, and bottle artisanal mezcal. My visit to "Lalocura" was more than a sensory experience; it was a journey to the past, where I met the mezcal artisans whose passion and dedication breathe life into this centuries-old tradition. 3636 MMAAYY//JJUUNNE 2E 200224 4 AABBAASSTOTO..CCOOMM