Real Housewives stars launch mezcal
Erin and Abe Lichy, the stars of TV show The Real Housewives of New York, have launched a mezcal brand called Mezcalum.
The husband and wife worked with their lifelong friend, Chris Roth, to create the brand. Mezcalum is made with a blend of two agaves, Espadín and Cuishe, and has an ABV of 44%. It has no sugar, carbohydrates or additives. It has low smoke-flavour levels, ‘complex’ undertones and ‘great depth for a palatable taste’. “Mezcalum was an idea born from our love of drinking mezcal with family and friends in Tulum,” said Erin. “Inspired by the exuberant city and its rich culture, we set out to pay our tribute to Tulum with a unique mezcal blend by marrying the Oaxacan culture and sexy beach vibe of Tulum. “As an entrepreneur, mother, real estate agent, developer and designer, balance is key in my life, and Mezcalum offers just that; I can sip on it at night and still wake up feeling refreshed and ready to conquer my day. Mezcalum is designed to be the spirit for wellness warriors.” The spirit is made at a family-owned and operated distillery, Doov Yaal, which has more than 100 years of mezcal experience. Master mescalero Carlos Méndez Blas selects and harvests agave hearts by hand when they’re at their peak. “We created Mezcalum for all those who value wellness and balance, yet enjoy a nice drink at the end of the day,” said Abe Lichy. “Mezcal is not only one of the oldest distilled agave spirits and the ‘father of Tequila’, but also the purest agave spirit, offering among the lowest sugar and calorie counts of any spirit. “Historically, mezcal has been known as a rugged spirit that attracts a more masculine audience – but, with Mezcalum, we are making the rich-history spirit more accessible, catering to anyone and everyone who enjoys a high-quality, artisanal sip. “It has been a truly special experience for my wife and I to team up with our childhood friend, Chris, to bring a spirit to market that celebrates togetherness and invokes lifelong memories.” The brand has committed to donate a portion of sales to an as-yet-unconfirmed Mexico-based sustainability charity. A 700ml bottle of Mezcalum can be purchased for US$49.99 from the brand’s website, and there are plans to expand to select retailers in December. The Lichys are the latest celebrities to try their hand at spirits – but is there a key to making these brands work?
