Campari Group is diving deeper into the tequila market with the launch of a new brand of luxury sipping tequila called Mayenda, crafted by Maestro Tequilero Jesus Susunaga at Casa Sun Nicolas (NOM 1440).

Mayenda was named in tribute to Mayaheul, the ancient Aztec goddess of agave. According to Susunaga and his team, many of the aromas and flavors that one typically encounters upon walking into a distillery after agave has been roasted somehow often escapades the bottle. Hence, Mayenda was founded as a way to capture “these lost flavors in a bottle to share with the world”. 

The Two-Step Process Behind Mayenda Tequila Blanco

Maestro Tequilero Jesus Susunaga Acosta

Mayenda’s inaugural expression is the Mayenda Tequila Blanco, an unaged form of tequila. This expression is crafted in small batches at Casa San Nicolas and is made from 100% hand-harvested Agave Azul. Notably, the brand harvests its agave with a low jima cut of less than 3 cm, which is said to remove harshness and bitterness from the agave. 

 As the piñas cook, the miel from the agave is collected and blended with the base distillate to infuse more agave complexity – sweet, caramel, vegetal, floral and peppery notes – without adding any additional sugars or additives. 

Mayenda’s production process boasts two unique steps.

Firstly, the roasted pinas, also known as the heart of the agave, is macerated and steeped in a base distillate in order to allow the caramelized, cooked agave’s flavors and aromas to be infused into the liquid. Secondly, this mixture is blended with agave miel, which is a type of “honey” that can produced when agave is cooked. This is said to add an added layer of complexity to the tequila. A final distillation of Mayenda tequila then takes place in copper pot stills.  

Official Tasting Notes:

Body & Color

Moon bright color, with a silky medium body and rich complexity.

Aroma

Widlflower honey, cinnamon and more subtle top notes of orange blossom and fresh grass.

Taste

Undertones of baking spices, fresh herbs and pepper weave their way through caramelized agave notes.

Finish

Finishes with lingering echo of citrus, honey and baking spices.

The brand recommends drinking Mayenda Tequila Blanco at room temperature neat, or with a raw and roasted wedge of dineapple dipped in pink Himalyan salt.

From Liquid to Label: Made In Mexico

Beyond the tequila, the packaging of the Mayenda Tequila Blanco itself pays homage to the unique traditions and local materials of Mexico. The glass bottle is designed with inspiration from local Jaliscan glass blowing techniques. Meanwhile, each bottle of Mayenda comes with a hand-crafted 100% copper medallion designed by Mexican jewelry designer Mauricio Serrano, depicting the agave plant. Finally, even the textured labels on the bottles are made from 100% recycle Agave materials.

Campari Reaffirms Commitment to Tequila

The launch of Mayenda comes on the back of the rising popularity of super-premium and ultra-premium Tequila, which is expected to take up 54% of the tequila category’s value share by 2026, according to IWSR 2022. 

This isn’t the first time Campari Group has ventured in agave spirits. The brand also owns Cabo Wabo and Espolon Tequila. For Raul Gonzalez, global managing director of spirits at Campari Group, the firm’s Mexican spirit expertise made Mayenda a natural step forward:

“We saw an opportunity for Campari to bring not just category leadership and sales credentials, but a true depth of knowledge, experience, and artistry from our team at Casa San Nicolás. With our global reach and Mexican spirits expertise, we had the tools to craft a truly differentiated Tequila – one that we knew could meet and exceed the expectations of an increasingly knowledgeable consumer.” 

Mayenda Tequila Blanco is now available for purchase in the United States for US$70 per 750 ml bottle, and in Miexco for MXN $1,799 pesos.

Images courtesy of Mayenda.

Kanpai!

88 Bamboo Editorial Team