Consumers’ seemingly unstoppable love of Latin flavors, combined with a desire to explore unique, artisanal spirits with authentic, regional roots is driving the growth of mezcal on restaurant menus.
The spirit, which like tequila is derived from the agave plant, is known for its complex smoky flavor and handcrafted production process. Mezcal appeals to those seeking new taste experiences and cultural storytelling in cocktails. Its versatility in mixed drinks and its reputation as a premium spirit make it popular among younger, adventurous drinkers.
Mezcal has grown by 34% on U.S. menus in the past four years; market research firm Datassential’s Menucast prediction tool forecasts it will grow by another 35% over the next four.
Mezcal, which seems to be going mainstream as it joined the menu at Applebee’s earlier this year, is known by 50% of the population, and that awareness is highest among Hispanic consumers.
Click through the above gallery to learn more about mezcal and see how one California restaurant is using it on the cocktail menu.
