The portfolio of Sierra Madre GmbH includes international premium spirits from various segments. Since its foundation over 25 years ago, the import and distribution company from Hagen has focused on Mexican specialties, including agave spirits. Corralejo was one of the first spirits brands in the portfolio over 15 years ago. The tequila has been produced for over 250 years at the Hacienda Corralejo in the Mexican state of Guanajuato. Mezcal San Cosme was launched in 2011 as a German-Mexican project and has since contributed significantly to increasing the popularity of mezcal.
About Drinks spoke with Sonja Erler (Head of Gastronomy Field Sales at Sierra Madre) and Robert Tess (Gastronomy Field Sales South Germany at Sierra Madre) about the products of Tequila Corralejo and Mezcal San Cosme.
Tequila still has a somewhat bad reputation among many Germans. Completely unjustified, right?
Sonja Erler: DEFINITELY! There is such a vast range of flavors in agave spirits that continue to win over new fans. The culture surrounding agave cultivation, along with the myths and legends associated with it, is incredibly fascinating. Fortunately, we can say that this negative first impression has been changing positively with the younger generations. The offerings today are much broader, so that initial negative perception didn’t happen for many people.
What does the tequila and mezcal market look like in Germany right now?
Sonja Erler: Compared to other categories like whiskey or rum, the market is still small but is developing well. Both in terms of actual sales and the variety of offerings. Almost every distribution company now has agave spirits in their portfolio, and increasingly more 100% agave qualities. You can see a clear increase in interest.
In retail, the trend towards tequila and mezcal hasn’t translated into massive volume yet – the market still accounts for about 30 million units (0.7 l). However, there’s a noticeable movement towards high-priced brands and 100% agave qualities, which is even more evident in the gastronomy and specialty trade.
In the mezcal category, you have the brand San Cosme in your portfolio. Tell us about the brand, Robert!
Robert Tess: Mezcal San Cosme was founded in 2011 by Erik Lozano, José Julián Carrera, and Gernot Allnoch as a German-Mexican project and was introduced at the Bar Convent Berlin that same year. The three founders have been connected since their school days in Mexico. With an alcohol content of 40% ABV, it is relatively mild for a mezcal, yet retains all the classic characteristics of a mezcal. San Cosme is the best-selling mezcal in Germany and is now available in 32 countries worldwide.
How do you drink mezcal? What are the differences to tequila?
Robert Tess: In the traditional tasting culture of both agave spirits, mezcal and tequila, the purity and complexity of the taste are emphasized. Without the distraction of salt, lime, or worm, the pure distillate is enjoyed at room temperature in a nosing glass. In Mexico, the sensory experience is often enhanced with a homemade sangrita for tequila or smoked worm salt on an orange slice for mezcal, which complements and intensifies the flavor experience. Especially with mezcal, smoky flavors are prominent because mezcals, classified as Artesanal or Ancestral, are traditionally cooked in earthen ovens.
