In recent years, tequila and mezcal have evolved from their traditional roles into essential components of contemporary cocktail culture. Their rich flavors, diverse profiles, and cultural significance make them standout choices for any well-curated bar. Agave spirits have surged in popularity, with Tequila leading the way and Mezcal benefiting from this broader interest. In 2022, Tequila dominated the market, making up 96% of agave spirits volume, while mezcal accounted for just 3%. Despite its smaller share, mezcal experienced significant growth, with a 23% increase in volume between 2021 and 2022, surpassing Tequila’s 13% growth. The IWSR Drinks Market Analysis forecasts that mezcal will continue to grow at a compound annual rate of 10% from 2022 to 2027, with Tequila at a still-substantial  7%.  

Mezcal's rise is attributed to its appeal as a craft and authentic alternative for consumers and bartenders looking beyond Tequila. As the demand for both high-quality agave spirits continues to grow, importers play a crucial role in introducing these artisanal products to the U.S. market. Here’s a look at some of the leading importers who are making waves by bringing exceptional tequila and mezcal to bars and restaurants across the country.

Freshie Imports: Organic Purity

Image: Authentico Organic Tequila Cristalino

Their Authentico Organic Tequila Cristalino won a Gold Medal at the 2024 Bartender Spirit Awards. The company emphasizes its environmental commitments and simple ingredients. This includes a solar-powered, carbon-neutral production facility making additive-free tequila from USDA organic certified ingredients: agave, water, and yeast.  “The taste of Authentico, first of all, is the aroma. It reminds you of the agave fields. It brings very fresh floral aromas and when you taste it... it is delicious and smooth.” Authentico’s additive-free Cristalino takes a reposado base and employs a natural filtration process to reduce the strength of the wood notes, and allow the fruity and floral elements to become the star. 

Double Eagle Imports: Craftsmanship and Consumer Engagement

Double Eagle Imports stands out for its focus on promoting artisanal tequila and mezcal through effective marketing and consumer education. Brands include Arrogante, Espanita, Rudo, and Tecnico, the latter with a Lucha Libre theme. Their mission is to enhance the availability of these spirits in the U.S. by highlighting their craftsmanship and encouraging experimentation. Double Eagle Imports uses a multi-faceted approach that includes storytelling, creative digital marketing, and retail activations to build brand recognition and loyalty. Their commitment to high-quality sipping tequilas and innovative flavor profiles helps bars create distinctive and memorable cocktail experiences. 

Source: Double Eagle Imports

Mara Imports: Family-Owned and Authentic

Founded by Maricela Martinez in 2017, Mara Imports is a family-owned business with a deep-rooted passion for artisanal agave spirits. With over 80 years of combined industry experience, Mara Imports excels in bringing unique tequilas and mezcals to the U.S. market. Brands include 30-30, Antigua Cruz, Tierra Zafiro, and Tres Aromas. The company is known for its focus on authenticity, heritage, and long-term relationships with producers. Mara Imports offers bars a selection of exceptional spirits that embody the rich traditions and stories of their origins, making them a standout choice for those seeking genuine and high-quality agave products. 

Baron François: Bridging Tradition and Modernity

Baron François, based in New York, has been a prominent player in the spirits import scene since 1982. The company specializes in artisanal mezcals from Mezcal Matra, including Mezcal Silvestre–Tobala and Mezcal Joven–Espadin. These spirits blend traditional production methods with innovative approaches. Baron François is known for its commitment to high-quality, authentic products that respect Mexico’s distilling heritage while appealing to contemporary tastes. This dedication ensures that each bottle delivers a genuine representation of mezcal, making it a valuable partner for bars looking to offer unique and distinguished options. 

Pacific Edge Wine & Spirits: Innovative and Exclusive

Pacific Edge Wine & Spirits is recognized for its innovative approach to importing and distributing agave spirits. The company emphasizes creating exclusive brand experiences and building cooperative relationships with suppliers. They import a large number of tequilas, including 4 Copas, Campo Azul, Dos Armadillos, KAH, Rooster Rojo, and Zapopan. Their focus on quality and uniqueness ensures that bars receive exceptional spirits that stand out from mainstream offerings. By representing a select number of manufacturers and avoiding brand overlap, Pacific Edge provides a distinctive portfolio that helps bars differentiate themselves in a competitive market. 

PM Spirits: Artisanal Excellence from Brooklyn

Based in Brooklyn, NY, PM Spirits, led by Nicolas Palazzi, is known for its carefully curated selection of artisanal tequilas and mezcals. PM Spirits prides itself on offering products that reflect the true essence of their origins, with a focus on authenticity and craftsmanship. Their portfolio features spirits with no additives and emphasizes single-cask bottlings, providing bars with unique and high-quality options. Brands include NETA, Cinco Sentidos, and Ixcateco. PM Spirits’ dedication to genuine and exceptional products makes them a valuable partner for bars looking to feature standout agave spirits. 

Bad Hombre Imports: Authenticity and Community

Founded by Fred Sanchez in 2014, Bad Hombre Imports is dedicated to representing authentic agave spirits that showcase the diversity of Mexican terroir. These are not technically tequilas or mezcals because they are produced in Oaxaca. Nevertheless, the company’s mission is to promote traditional agave spirits through an education-first approach, helping brand owners navigate the complexities of the U.S. market. Bad Hombre Imports focuses on small, independent brands that have a positive impact on their communities and offer unique, high-quality products. Brands include Agua del Sol as well as Oaxacan whiskies. Their portfolio reflects a deep commitment to authenticity and craftsmanship, making them an excellent choice for bars that prioritize artisanal and culturally significant spirits. Bad Hombre specializes in working with on-premise customers.  

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In all, the growing popularity of tequila and mezcal in the U.S. underscores their significance in modern cocktail culture. Importers like Baron François, Double Eagle Imports, Mara Imports, Pacific Edge Wine & Spirits, PM Spirits, and Bad Hombre Imports are pivotal in bringing exceptional artisanal spirits to the market. Their dedication to authenticity, quality, and innovative marketing helps bars elevate their offerings and provide patrons with an unparalleled drinking experience. By partnering with these top importers, bars can ensure they feature the finest tequila and mezcal, celebrating the rich traditions and diverse flavors of these beloved agave spirits.

Header Image Source: Authentico Organic Tequila