Tequila’s Smoky Cousin Gets Push From World’s Biggest Distillers

Bloomberg News

A Mexican liquor is beginning to win over the hearts of U.S. consumers, and it’s not tequila.

Pernod Ricard SA, the world’s second-largest distiller, is creating a brand to join rival Diageo Plc in the growing market for mezcal, a premium agave-based spirit. The brand, which will hit U.S. shelves in the first half of 2017, is the latest investment in the category by a large beverage company.

Global Exports of Mezcal Will Continue to Grow Three Times As Fast As Tequila
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