Agave spirit brands are responsible for marketing and selling the product of distillers in Mexico. Certain brands, like Marca Negra or El Jolgorio, are collections of mezcals from different producers. Other brands, like Mezcal Tosba or Lalocura, are created by the mezcalero themselves and represent the product of a single mezcalero. And other brands, like Casamigos, do not share production details and the true origin of the product is irrelevant in the context of their marketing story. Brands can have varying degrees of involvement with the actual production process. In some cases, a brand owner may have never visited Mexico or the site of production. Some brands are deeply invested in the day-to-day process and also the future of the family distilling the product.
Read more about how brands relate to producers in our blog Mezcal Brands, Distilleries, and NOMs