Is Mezcal searching for mainstream success?
A recent episode of the VinePair podcast, titled “Mezcal’s Continued Search for Mainstream Success,” feels to me like it was riddled with inaccuracies. And for some reason, it also feels to me like it stands in stark contrast to the recently released 2025 numbers from Comercam, the largest of the bodies certifying Mezcal. So I asked one of my favorite numbers gabbers, Marissa Paragano, to gab about that in this gabfest episode of Agave Road Trip!
Agave Road Trip is a critically acclaimed, award-winning podcast that helps gringx bartenders better understand agave, agave spirits, and rural Mexico. This episode is hosted by Lou Bank with special guest Marissa Paragano (AKA the eye-rolling, not-easily-offended, kind-of-5’2” Tequila Encyclopedia) of The TequiLadies Show and The Tequila That Cares Foundation.
Episode Notes
Marissa is a board member of Tequila That Cares, a philanthropic organization bringing positive change to the agave spirits industry!
Listen to The VinePair Podcast: “Mezcal’s Continued Search for Mainstream Success.” And do also check out The Cocktail College Podcast: “Mezcal’s Untold Past, Soaring Present, and Fragile Future”!
Read Comercam’s 2026 report, covering Mezcal (and uncertified agave spirits) commercial numbers for 2025.
Shout outs this episode to the national parks, Kegel pelvic-floor exercises, GameStop, Auburn, Alabama, Jelly Babies, and on-premise and off-premise popcorn sales!
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