Can alternative agave spirits go mainstream?

Tequila and mezcal are some of the hottest spirits around right now. But SB finds out if the likes of sotol, raicilla, bacanora and avila could follow in their wake and become equally appealing to drinkers. *This feature was originally published in the July 2020 issue of The Spirits Business. It has taken a lot of work to change people’s perception of Tequila from its shot‐slamming, party persona. Brands have done a stellar job of…

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Actor Justin Hartley invests in Revel Spirits

This Is Us actor Justin Hartley has become the latest star to join the agave-based spirits category after acquiring a minority stake in Revel Spirits. American actor Hartley has joined Revel Spirits as a partner and will work alongside its CEO and founder, Micha McFarlane. “I’m thrilled to welcome Justin to Revel Spirits,” said McFarlane. “At the heart of Revel Spirits is our people – both here in the US and at our facilities in…

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