Campari launches new tequila with agave byproduct labels

Campari Group has introduced Mayenda, a new luxury sipping tequila created to capture lost flavors from the heart of the agave in the United States and Mexico with the introduction of Mayenda Tequila Blanco. The sipping tequila's labels are made from 100 percent reclaimed agave byproduct. 

Mayenda's process adds two extra steps of craft and care to ensure the deep flavors and aromas of cooked agave. The result is a richer, more elegant Blanco tequila. Crafted by Maestro Tequilero Jesus Susunaga and his team of experts at Casa San Nicolás (NOM 1440), Mayenda is the first luxury brand innovation from Campari Group.  

Mayenda was named as a tribute to Mayahuel, the Aztec goddess of agave, and celebrates the rich history of the revered plant. Each small batch is carefully crafted at Casa San Nicolás, in Arandas, Jalisco.  

For Mayenda Tequila Blanco, only the 100 percent Agave Azul is hand-harvested with a low jima cut (<3cm) to remove harshness and bitterness. The deepest flavors of agave are unearthed by first, macerating, or steeping, the roasted piñas (agave hearts) in the base distillate, inviting the aromas and flavors of caramelized, cooked agave into the liquid. Secondly, blending with agave miel, the ‘honey’ from the agave cooking, to bring layers of complexity – sweet, caramel, vegetal, floral, and peppery notes. 

The final distillation of Mayenda takes place in copper pot stills, which captures the sweetness and complexity of the cooked agave without any added sugars or additives. 

This distinctive combination of time-honored craft with updated techniques creates an exquisite, rich, and multilayered Blanco tequila with aromas of wildflower honey and cinnamon alongside subtle top notes of orange blossom and fresh grass. Moon-bright in color, the tequila boasts a silky body with undertones of baking spices, fresh herbs and pepper that weave their way through caramelized agave notes. Best enjoyed neat at room temperature, the finish is a lingering echo of citrus, honey, and baking spices. 

Mayenda's tequila-making process took three years and dozens of iterations to perfect.  

The Mayenda story is about its creators – the experts in Mexico who brought Mayenda to life by unearthing flavors consumers have never experienced. This extra care and attention to detail also extends to its striking bottle, inspired by handblown Jaliscan glass. The product and packaging are sourced from Mexico, with labels made from 100 percent reclaimed agave byproduct and featuring the Aztec goddess Mayahuel. As a finishing touch, each bottle is adorned with a copper medallion created by Mexican jeweler Mauricio Serrano. 

 Mayenda Tequila Blanco will be available at select retailers in Mexico for SRP USD 1,799 pesos and the United States for SRP 70USD per 750 mL bottle.