The Challenge
Monticulo faced significant challenges entering the rapidly growing U.S. premium mezcal market. With its small batches and authentic, artisanal products, they struggled to find ways to leverage their heritage and storytelling in the face of production capacity and market demands.
Additionally, as a newer brand, they did not have the infrastructure in place for exporting their spirits and navigating the complexities of local and international regulations.
The Solution
Maguey Exchange provided a comprehensive set of solutions:
- Regulatory Compliance and Label Registration: Ensuring Monticulo’s products meet U.S. standards and achieve compliance for a smooth market entry.
- Export/Import Infrastructure Setup: Managing all necessary documentation, compliance checks, and logistics planning.
- Supply Chain Development: Designing and implementing an efficient supply chain structure to support their operations and growth in the U.S. market.
- Market Entry Strategy and Pricing: Developing a robust market entry strategy that aligns with their business goals and competitive pricing structures to optimize market penetration.
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Results
- Established a comprehensive plan to successfully export Mezcal from Mexico to the U.S. while minimizing risks and ensuring compliance.
- Entered the U.S. market with their first cases of mezcal to off-premise locations in New York, California, and Texas.
- Completed all necessary regulatory requirements and paperwork for exporting to the U.S.
Analysis
Lessons Learned
- Infrastructure First, Sales Second: Establishing comprehensive regulatory compliance and export infrastructure was essential before any sales activities could begin. Attempting to pursue purchase orders without foundational systems would have created operational bottlenecks and compliance risks.
- Heritage Storytelling Requires Market Presence: While Monticulo's authentic Zapotec heritage and master mezcalero legacy are compelling differentiators, translating this story into sales requires active market engagement through in-person meetings, tastings, and relationship building with distributors and buyers.
- Small-Batch Premium Positioning Demands Strategic Channel Selection: Monticulo's artisanal production capacity of approx. 1,800L/month requires careful distributor selection and market focus rather than broad distribution, emphasizing quality placements over volume velocity.
Next Steps
- Continue market expansions that position Monticulo for long-term market leadership in the premium segment.
- Activate a dedicated sales infrastructure and active sales force across target markets (e.g., California, Texas, New York) with regular distributor meetings, sampling programs, and owner presence to convert market entry foundation into purchase orders.
- Leverage multi-state distribution networks across 48 states to secure strategic placements in premium on-premise accounts and specialty retail locations that align with artisanal positioning and heritage storytelling.
We'd been producing mezcal for years but never exported. MGx walked us through every step—documentation, labeling requirements, logistics. What felt impossible became a clear path. Our first shipment to the US arrived without a single issue.
