Zacal bets on unique mezcal from Michoacán to disrupt the spirits market

In a bold move to redefine the mezcal industry, Zacal, a spirits startup, introduced a triple-distilled mezcal made from the rare Michoacán agave varieties known as Manso Sahuayo and Bruto. Unlike traditional mezcal brands that often depend on shortcuts and celebrity endorsements, co-founders Phil Clayton and Ian McCaig focused on sustainable and artisanal practices from the onset, establishing their base in Michoacán instead of the more recognized Oaxaca. This is part of their effort to highlight and diversify the agave landscape while also enhancing the local economy. Their production facility is capable of producing between 1,500 and 2,000 bottles monthly, emphasizing a commitment to quality over quantity. Zacal aims to maintain a balance between production and community involvement, providing a product that reflects the rich heritage of the region. Furthermore, with an awareness of the evolving drinking habits, they target consumers who prioritize quality and transparency, appealing to a market less reliant on exaggerated marketing claims while still offering a premium product. Despite concerns about shrinking alcohol consumption trends, Clayton believes that consumers are choosing to drink better when they do indulge. This approach is designed with the mindful hedonist in mind, someone who cares about the quality, origin, and manufacturing processes behind their beverages. The startup’s strategy has particularly resonated in a fragmented and competitive spirits market, which often caters to fleeting trends rather than authentic experiences. With no plans to seek major external investments right away, Zacal relies on a handful of private seed investors, focusing on steady growth fueled by positive reception and community engagement. As they continue to reinforce their brand narrative through a genuine connection with consumers and local producers, the future appears promising for this unique mezcal venture in Michoacán.