Overview: Manojo Mezcal has announced a strategic partnership with Southern Glazer’s Wine & Spirits to serve as its exclusive distribution partner in New York. This appointment marks a significant milestone for the independent, chef-founded brand as it enters its next phase of national growth. The move validates the spirit’s quality and momentum following a series of prestigious accolades in 2025.
The Full Story
Founded by celebrated Mexican chef Enrique Olvera along with co-founders Alex Ferzan, Gonzalo Gout, Thomas McDonald, and Nes Rueda, Manojo has established itself as an artisanal mezcal brand produced in San Luis del Río, Oaxaca. The production process utilizes only Espadín agave in partnership with fifth-generation mezcaleros Joel Velasco and Felicitas Hernández. This collaboration emphasizes traditional craftsmanship while reinforcing the brand’s growing reputation among leading retailers, restaurants, bars, and hospitality professionals.
The partnership brings unparalleled reach, relationships, and market expertise to the brand. As the world’s largest distributor of beverage alcohol, Southern Glazer’s provides the infrastructure necessary to introduce Manojo to more accounts and consumers. Nes Rueda noted that earning the support of an organization with this level of scale is incredibly meaningful for a young, independent brand. It validates what has been built while providing the means to expand the footprint across the U.S.
The announcement follows a year of significant momentum for Manojo. During 2025, the brand earned the Master Award at The Spirits Business Global Mezcal Masters and received a Gold Medal with 94 points at the San Francisco World Spirits Competition. Additionally, Wine Enthusiast awarded a 95-point rating, and Rolling Stone Spirits Awards named it Best Overall in 2025. These accolades underscore Manojo’s commitment to traditional craftsmanship while reinforcing its reputation among industry leaders.
Production & Profile
The first expression is crafted using only Espadín agave. Tasting notes describe a bright and fresh mezcal that is incredibly versatile, featuring distinct flavors of pear, green herbs, an innate minerality, and a crisp finish. Production takes place in San Luis del Río, Oaxaca, where the brand works with husband and wife mezcaleros Joel Velasco and Felicitas Hernández to ensure authentic production.
Brand & Industry History
The name “Manojo” is a play on words combining the Spanish terms “mano,” meaning hand, and “ojo,” meaning eye. The team interprets the English translation as “a bunch,” which signifies abundance—specifically an abundance of friends and good times fueled by great mezcal. Co-founder Nes Rueda highlighted that the brand represents a group of hospitality leaders working to create exceptional quality with thoughtful storytelling.
What This Means
The appointment significantly strengthens Manojo’s ability to grow throughout New York, providing greater access to on- and off-premise accounts. This supports deeper investment in education, programming, and account development. It reinforces the brand’s broader national growth strategy as it continues to expand its footprint across the U.S., positioning the independent brand for long-term national growth.
Consumer Takeaway
The distribution expansion offers consumers access to a bright and fresh mezcal produced with traditional craftsmanship in Oaxaca. Available through Southern Glazer’s, the spirit is now accessible at leading accounts including Cipriani, Edition Hotels, Cuerno, Mr. Chow, Wally’s, Total Wines, The Corner Store, and The 86.
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