We started off the Miel de Tierra Brand with the idea of taking advantage of the rising popularity wave in Mexico and in the US of Premium Mezcal .
Our main focus is to create a product that can be massively introduced to a virgin market of consumers, using the momentum of the Mezcal category which already in Mexico is overtaking the Tequila Industry.
We achieve this, by having one advantage: Excellent Marketing.
Our focus is to create and promote our brand using extremely targeted branding strategies, this has allowed us to grow sales by 96.4% on 2015 and 99.2% in 2016.
While other rising Liquor brands typically spend 50-80 % of their revenue on their launching year in marketing and advertising, we spent only 21.3%, and still achieved a sustained and significant growth in recurrent sales throughout the retail channels.
Since our launch date, we have increased our mezcal portfolio from 2 labels to 5 labels, spanning 3 different regions and different styles of artisan Mezcal. This key difference provides a powerful advantage thanks to the versatility of offering contrasting Mezcal labels. Other Mezcal companies limit their selection to one distillery, and thus seriously limiting their product offering.
We have signed distribution contracts with International Importers in the US, Germany and Italy, and in the process of signing with Canada and the UK. These are commercial allies that have years of experience distributing premium spirits, and with our support, we are on track to achieve International Distribution to tap one of the fastest growing spirit categories in the last 5 years.
Euromonitor International estimates in its anual spirit reports, that Tequila and Mezcal growth will total 25.9% over the next 5 years, compared to other categories Rum: 13.4%, Cognac 4.4%, Vodka 4.5%
During 2016 we worked in developing a craft beer brand Miel del Cielo. Its launch scheduled for mid 2017. The reason behind this new category product is because our largest importers where on the lookout of a premium, well branded beer that could differentiate with the industrial products in the Market. We backtested our design and recipe with focus groups, got repeated feedback, and perfected our product.
Since then, our craft beer has been an excellent driver for growth for our company, and we have looked for ways to repeat the process across different categories to take advantage of our branding expertise and our International distribution network
Awarded the Double Gold Medal as Best Tasting Spirit of 2014 at the California International Spirits Competition.July, 2014
Awarded the Silver Medal at the New York International Spirits CompetitionNovember, 2014
FDA approval number required for importing the product to the USA and other countries. # 15521104360August, 2014
Anual Double digit sales growth from Mexico customers ( HEB and other wholesalers )December, 2014
Signed distribution and importation agreement with German ImporterJanuary, 2015
USPTO granted brand registration for the USAJanuary, 2015
Received first International Purchase OrderFebruary, 2015
Launched a new Mezcal line from San Luis Potosi after 2 years of product development.February, 2015
Closed our first round of equity funding with International InvestorsSeptember, 2015
Signed distribution and importation agreement with US ImporterMarch, 2016
Signed distribution and importation agreement with Italian ImporterOctober, 2016
Finished the product development phase of our new beer brand Miel del Cielo.January, 2017
3 of our brands where placed in the global top 10 Mezcal labels by Distillers Magazine, one of the most recognized spirit tasters in the USApril, 2017
Had an all time national sales sellout record in March 2017April, 2017
Awarded the 2017 Gold Medal by Tastings.com as one of the top ranked Mezcal labels in the US market.July, 2017
Signed an International Distribution agreement with a National Importer in Belarus, Eastern Europe.November, 2017