FROM THE WIRES...
Viamundi officially launches in the US Market
The Mexican spirits brand launches with Raicilla, Sotol and Mezcal, celebrating the artisanal distillers and producers who helped bring these products to life
NEW YORK, NEW YORK (June 12, 2024) - Today, Viamundi, a brand of Mexican spirits composed of the most unique and highest quality distillates from Mexico's top, independently owned distillers, officially launches in the US with three unique spirits: Raicilla, Sotol and Mezcal. The name, which is a combination of the Latin words Via (journey) and Mundi (world), alludes to bringing consumers on a “journey through the world”—specifically the world of Mexican spirits. Co-founded by spirit industry veterans Adam Castelsky and David Weissman, Viamundi was created with a deep appreciation and love of the incredible unsung artisanal and traditional spirits of Mexico, and the independent producers who create them. Viamundi, available nationally, will be the first to bring all six Mexican spirits protected by designation of origins under one brand to the US market.
Viamundi will debut with three spirits, Raicilla, a spirit made with agave Maximiliana grown in Jalisco’s Sierra Madre Occidental mountains; Sotol, a native spirit from Chihuahua made with the Dasylirion plant, more commonly known as the “desert spoon,” and an Espadin Mezcal made in Santa Ana del Rio, Oaxaca; a town of about 500 people many of whom work in the mezcal industry. Other expressions such as Charanda, a rum-like cane distillate from Michoacán, Tequila, and Bacanora, derived from Espadin agave specifically in the Sonora region, will be released in the next year. Each expression is produced by distillers who have mastered their craft through generations of experience and cultural knowledge, and owe their distinct characteristics to the terroir and region from which they come.
“The launch of Viamundi is a milestone moment for Mexican spirits to expand beyond what consumers perceive Mexican spirits to be in the US,” says Co-Founder of Viamundi, Adam Castelsky, “Our team has worked with these individual producers in Mexico to create a portfolio that is innovative, beautiful and complex, showing the full breadth of native spirits. It’s been an incredible journey working alongside the distillers, their teams, and the local communities. Our number one goal is to showcase and bring to the forefront the multigenerational, hard working families that have been creating these spirits, and sharing their incredible product with the world. We want to provide a platform where they can shine, and allow the wider world to discover the outstanding liquid that they’ve been creating for generations.”
Viamundi’s aesthetic is meant to feel contemporary and instantly distinguishable, while subtly referencing elements of magical realism and exploration inherent to Viamundi’s ethos. The color palette is rooted in a bright neon chartreuse with variations in earthen greens for each variety of spirit. Each bottle features a Haiku inspired by the story behind the spirit, in addition to custom illustrations related to each product’s story. The label was designed by Kingsland in collaboration with Kurt Green of Human Resources, a design studio in Scotland.
Viamundi will be available to purchase nationally through ViamundiSpirits.com as well as select stores nationwide.
ADDITIONAL INFORMATION:
Viamundi’s product line consists of six distinct spirits each produced by master distillers in Mexico:
Raicilla: Raicilla is a spirit with roots in the state of Jalisco. It is produced with agave from the region and is known to be milder than Mezcal with a more fruity and floral character. Viamundi’s Raicilla is made with Agave Maximiliana—one of the 5 agave species native to the Raicilla territory that can be used to make the spirit. While Raicilla has historically been produced in secluded areas without government regulation, more recently producers have partnered with the Mexican government to create a legitimate industry for the spirit with production regulations that honor the small-batch, traditional distillation process and the denomination of origin.
Distillers: Brothers Benito and Jose Salcedo Rios are third generation Raicillero who have teamed up to create this spirit. Benito, an agronomist and engineer, leads the farming operations, while Jose, trained by his grandfather, legendary distiller Don Felix, oversees the cooking, fermenting and distilling process. Jose, now in his 70s, learned how to distill at eight years old.
Location: The distillery is located in the remote town of El Mosco, almost 7,000 feet up in the Sierra Madre Occidental mountains in the state of Jalisco.
Sotol: Sotol is a spirit traditionally made with a variety of Dasylirion—a flowering plant in the asparagus family also known as the Dessert Spoon. While it’s not an agave-based spirit, Sotol is processed in a similar way to mezcal—cooked underground in a conical hole with rocks and wood, which imparts earthy and herbal notes onto the final product. Viamundi’s sotol is distilled in copper stills before being finished in wooden tubes.
Distiller: Bienvenido Fernandez, and his grandson Giovani, bring more than 40 years of experience to the distillation of this expression. Bienvenido is a fourth generation distiller who learned the craft from his father and grandfather, who operated a mobile distillery (called a Vinata), which was an underground business due to now-repealed regional prohibition laws.
Location: Madera, Chihuahua, which is 6,500 feet up in the Sierra Madre Occidental mountain range.
Mezcal: Often dubbed 'Tequila's smoky cousin', Mezcal is made from the heart of the agave plant and is known for its characteristic smoky flavor. While Tequila is made specifically from blue agave, Mezcal can be produced from over 30 types of agave, leading to a wide range of flavor profiles.
Distiller: Roque Cruz Molina; 4th generation mezcalero
Location: Made in a small town of 500 people in Oaxaca, this mezcal is distilled using entirely traditional, craft methods in small batches.
MORE ABOUT THE TEAM:
Co-founders David Weissman and Adam Castelsky bring over 25 years of combined experience in the spirits world to Viamundi. Prior to Viamundi, David founded Soltado, the first infused aged tequilas to hit the market, which received many awards and accolades such as the Double Gold Medal in the NY Wine and Spirits Competition; Gold Medal in the Craft International Spirits Competition; Gold Medal in the SIP awards, and more. Over eight years ago, after trying Raicilla for the first time, David partnered with a Mexican spirits expert who he worked with during his time with Soltado and began searching for the best producers of small-batch, niche Mexican spirits. Shortly after, David partnered with Adam Castelsky, an industry friend with years of experience in the luxury wine and spirits industry spending a number of years as the Head of the Craft Spirits portfolio at Southern Glazer’s Wine & Spirit and in 2021, founding Focus Beverage Solutions, a boutique sales agency that helps spirit brands enter the U.S. market.The two joined forces to bring Viamundi to life, with the shared goal of showcasing the finest quality expressions of Mexican spirits from multi-generational distillers and their respective denominations of origin.
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