While Mezcal is the oldest spirit in Mexico, Tequila has been historically the spirit Mexico is known for. However, Casa Armando Guillermo Prieto from Oaxaca Mexico decided to change this and bring Mezcal to the global conversation in a different way: Unveil an evolution of that traditional drink. A more premium, purer version and better quality Mezcal. That’s how Zignum Mezcal was born.
Casa Armando Guillermo Prieto produces three brands of Mezcal: Señorío, Recuerdo de Oaxaca and Zignum Mezcal. Señorío and Recuerdo are brands with the traditional smoky Mezcal taste, while Zignum is a new class of Mezcal, without the smokiness.
How could we take this beautiful, colorful and magical Mexican town called Oaxaca to every single corner of the world, bring mezcal to the forefront of the global spirit conversation and build a new category in the process no one knows about?
Mexico was finally ready to compete and help build this premium category. Zignum was the proof. A high-quality spirit ready to compete with the most premium brands around the world such as Grey Goose, Johnie Walker, Patron, Zacapa and others.
Rather than leading the introduction of Mezcal to international markets with the traditional Mezcal brands, we decided to lead with Zignum Mezcal which smooth taste proved to be a perfect introduction to an unknown category. We positioned Zignum’s smooth taste as a premium mixer to encourage tastings, education and introduction to the world of Mezcal.
Zignum was launched globally as the “purest mezcal in the world” and as “new class of mezcal/spirit”. Global marketing efforts were centralized for global consistency and across all channels that positioned Zignum’s premiumness via the creative platform “Mezcal for All” that supported activations, trade, marketing and sales globally.
— After two years of brand launch, Mexico represented 50% of sales, while USA and international markets were responsible for the rest.
– Market expansion in the USA skyrocketed from 5 to 17 states in USA and over 21 countries in Europe.
– Zignum Mezcal became the #1 selling mezcal in the state of Florida within the first year of the relaunch of the brand. Global Facebook accounts jumped from 0 to 350,000 fans wolrdwide within one year.