“ B EB O
D EL
S O L
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S A N G R E ”
ME ZC AL AMAR Á S “A project made with love”. The brand Mezcal Amarás was founded in 2010 by a group of friends who, after making several trips to the different states of the country, slowly immersed themselves in a world that filled them with smells, flavors and traditions and fell in love with, what they think is, the best spirit in the world. They realized that Mezcal was not well known and appreciated, so they decided to create Amarás, a sustainable and conscious project, to share the passion, devotion to the roots of Mexico and share it to the world.
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AMAR Ă S ALCHEMY
Being an artisan-made spirit, Mezcal AmarĂĄs smells and tastes like the community where it comes from. By drinking it, you make a direct connection between producer and consumer. It should be tasted consciously and calmly. Enjoy the flavor slowly - sip by sip - to connect with your surroundings and the essence of the elixir.
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TERRO IR In Prehispanic cultures, Mezcal is a mystical beverage, made from 5 elements: Earth, Fire, Wind, Water and “Spirit”, resulting in one of the finest beverages in the world. Its characteristics are the result of an artisanal production process and they change significantly from region to region – time and space – each village where we produce gives Mezcal Amarás its specific characteristics making each batch unique. Synchronized with time, our Mezcals work together with man and earth. From the plant to each bottle we want to demonstrate the specific aspects of the terroir, combined with the experience of each of the Maestro Mezcalero who produce Mezcal Amarás to extract the essence of this beverage.
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AGAVE Agave comes from Greek, which means “noble” or “admirable”. Agave is a symbol of Mexico. During thousands of years, its pointy shape and green color has been a visual reference in Mexican art, it constantly appears in photography, paintings and film. In the Pre-Hispanic era, agave was utilized to make vinegar, sweeteners and it was the source of food in times of draughts; a source of fiber for the Pre-Hispanic diet. The pencas of the agave were utilized, as rooftops for housing and the quiotewere the bases to support them. The fibers of the agave were used as sewing thread and its spine as needles. The agave was also used as soap and as a disinfectant to heal wounds. Agave was the representation of Mayahüel. The agave goddess with her 400 breasts is the mother of the fertility of the land. For Mexicans, agave is a sacred plant. It gives jobs to thousands of families and its knowledge is passed down from generation to generation. Agave is the raw material for Mexico’s oldest spirits and beverages and that sets us apart from any other spirits.
22 DIFFERENT SPECIES OF AGAVE TO PRODUCE MEZCAL There are more than 200 species ranging from Arizona to Colombia. In Mexico, there are more than 150 species that represent 75% of the total diversity. There are more than 22 identified species for producing Mezcal, meanwhile in Tequila there’s only one. Agave is the perfect plant for global warming because it has had several adaptations to their environment for about 10 million years. They have the ability to accumulate water in their succulent and thick leaves allowing them to adapt to arid climates. The borders of their leaves have corneous teeth that protect them from predators and allow them to lower perspiration in the areas that are most exposed to the solar radiation.
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QUIOTE The only purpose of the Agave is to grow and reproduce once and then die. In the plant’s photosynthesis process it absorbs solar energy from 6 to 30 years to transform water and CO2 into starches (sugars), which slowly generate its sexual maturity. When the energy is at its peak the plant uses all its vital energy to reproduce through the quiote or calehual. The phallus of the flower in the center of the piùa is released, in the form of a log growing from 4 to 9 meters in less than 9 months and then it dies.
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6 TO 30 YEARS ABSORBING SOLAR ENERGY During a period of 6 to 30 years, the agave absorbs solar energy, waiting for its maturity, when the plant is about to reproduce and the energy is at its peak, we capture it and share it with others. It’s exactly this solar energy that awakens you and doesn’t get you drunk. We keep the solar energy intact. We extract it directly from the agave with an artisanal and organic process. At Mezcal Amarás we bottle the solar energy. This is our major differentiation with other spirits.
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MEZCAL AMARÁS’ PROCESS
1. Jima/Harvest Once the plant reaches its sexual maturity, the agaves are selected by jimadores, who for generations have the knowledge of obtaining the vino mezcal. In the production of mezcal, the quiote needs to be cut to prevent the agave from dispersing its sexual energy, and concentrate it in the piña (central part of the agave). In a normal 8-hour workday, 4 jimadores can harvest around 70 piñas – 3.5 tons – from which you can obtain 350 liters of mezcal. This process is made easier because the jimadores drink one liter of Mezcal per person.
2. Cooking This is the second stage that is more demanding physically and the one that separates us from Tequila. This is where the Mezcal obtains its smokiness. Depending on the Wood selected to warm the rocks and cook the agave it gives Mezcal different levels and layers of smokiness. Ocote and Mesquite Wood make smokier Mezcals. At Amarás we use oak wood to give a lighter smokiness.
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3. Milling There are different types of milling: Stone Mill, Shredder, Maso or bat and Axe. The maceration process is going to activate wild natural yeasts prior to fermentation. At Amarás we use an Egyptian mill (Tahona). A circular stone or cement, of approximately 500 kilos, pulled by a load animal (horse or mule). Once cooked the agave’s pineapples, are cut into smaller pieces with an ax or machete to place them in the mill. They are crushed slowly to form a kind of paste with the agave fiber. Per day we can grind a 1 ton of agave and make about 8 kilometers.
4. Fermentation In this process the fermentation vats can be from different elements, such as: wood, stone, animal skin and stainless steel. The maceration process aims to activate wild natural yeasts prior to fermentation. The goal of fermentation is to transform the agave sugars into alcohol. The micro environment and the piña, give yeast a unique and unrepeatable profile for each palenque, our fermentation is with bagasse. In this part of the process, the bagazo (fibers and juices) are placed in a wooden vat (1500 liters maximum) where water is added and the open fermentation starts to occur. Mezcal Amarás has an open vat fermentation process with no yeast or ammonium sulphate added. Amarás uses a natural process that can last from 7 to 30 days (depending on the production season and the variations in precipitation and weather).
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4. Fermentation Mezcal Amarás is one of the few Mezcals which the fermentation process is completely natural, organic and free of chemicals. Unlike common practices in the industry, our fermentation is completely natural with bacteria that comes from the surrounding environment. That allows to create a complexity in the microbiotic interactions giving Mezcal a variety of tastes and aromas, representing the solar energy and the terroir. At Amarás we only use wooden vats, mainly pine and we take good care of times since it can spoil the mosto (wort).
5. Distillation Through heat the copper stills allow to concentrate the mezcal, the process consists of 2 stages of distillation. The Maestro Mezcalero’s quality control is carried out by separating the first liters “puntas” (heads) and the last liters “colas” (tails), where are the main chemical compounds that cause discomfort. In the distillation process the heat of the copper stills and the way of the cuts change the final product’s profile. It is a stage where the Maestro Mezcalero has to be careful or else it might not enter the correct chemical parameters and change taste.
6. Bottling Each bottle is dated and signed by the Maestro Mezcalero with the batch number and number of bottles produced. For Mezcal Amarás transparency and clear information is essential to the unique and subtle character of each batch produced. Each Maestro Mezcalero has its own product and market.
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ME ZC AL AMAR Á S AWAKENS
At Amarás we use agaves that absorb solar energy for 6 to 30 years waiting for the moment of its maturity, when the energy is to the maximum, we catch it and we share it with others. When you drink Amarás you awaken to another conscience. It’s a mystical experience that elevates your mind. That connects you with your true self. Triggers emotions. Unlocks smiles. Frees the spirit. That’s why we say that Amarás awakens, doesn’t get you drunk. The awakening comes from our 100% artisanal, natural and organic process.
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S IP WITH CO NS CIO US NE S S At Mezcal Amarás we are aware that alcohol is one of the greatest problems of mankind, that’s why we are always honest that Mezcal needs to be drank with the same respect and consciousness in which is created: slowly and to appreciate all the aromas and flavors that each sip has to offer: nature, tradition, time and space. Terroir Mezcal Amarás seeks to share its philosophy with those who want to taste it, that’s why we recommend you to sip it with consciousness.
PHILOS O PHY
Our main objective is to create a win-win situation for all the parties involved in the process by implementing a model that benefits everyone at every level of the Amarรกs project. Mezcal Amarรกs is committed to supporting local communities, Maestros Mezcaleros, agave growers and the local economies of Oaxaca and Guerrero where our mezcal is produced. We provide high-quality mezcal while preserving the land. The primary goal of our philosophy is to be as sustainable as possible in everything we do. We dedicate 15% of our net profit in the following subjects:
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ECO LO G I C AL
Ecological Replantation Program. Our replantation program consists of replanting 10 agaves – of the same species – for each agave we use. Nurseries. In 2015 we started a program of nursery to reforestation and resurgence of wild agaves. Our nurseries have more than 6 species of agaves, like: Mexicano, Tobalá, Cupreata, Jabalí y Mexicano del campo. Until now we’ve planted more than 150,000 seeds. Organic and natural process. The production process is completely natural, organic and free of chemicals. Unlike common practices in the industry that use ammonia sulfate and chemical accelerators to reduce the days and allow a high level of sugars and alcohol before distillation and to increase the ratio of agave kilos to Mezcal liters. In the fermentation process it is very common to use sulfates and other chemical accelerators to reduce fermentation days and to achieve the sugar and alcohol levels before distillation and increase the relation between agave kilos and Mezcal liters. Today, among our team of Maestros Mezcaleros, we have reached an agreement with 12 of them to adopt a chemical-free, natural fermentation process.
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ECO N O MI C AND S O CIAL
Economic and Social Horizontal growth To expand the profit distribution equitably and that producers can increase production of Mezcal without altering the traditional process, we are currently working with 11 Maestros Mezcaleros. Each one handles its rhythm, process and requirements. Price pact for buying agave In 2014, we implemented the first price pact for buying agave. This means that agave farmers are not dependent on fluctuating market prices. Mezcal Amarรกs is the first brand of mezcal involved in this practice. Ensure regular from a price range of previously agreed agave income. In this way, farmers can have a glimpse into the future and a stable income. Micro loans for maestros mezcaleros Part of our budget is designated to provide micro loans without taxes to the Maestros Mezcaleros who are interested in investing in new equipment, expansion or purchase of agave. Together we analyze projects and the importance of it and based on that we decide how to invest, in return they pay us with Mezcal based on a prearranged time. As a result of this we increased volume and profit, and the birth of new job offers inviting more people to join.
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*Find out more at mezcalamarรกs.com
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PHILOS O PHY ACHIE VEMENT S FRO M 2 0 1 5 TO 2 0 17 ECOLOGICAL SUSTAINABILITY PLAN
3. ORGANIC AND NATURAL PROCESS
1. REPLANTING PROGRAM
During the fermentation process, the use of ammonium sulphate and other chemical accelerators is common for accelerating fermentation (levels of sugar and alcohol before the distillation process) and increasing the production of how many kilos of agave needed for each liter of Mezcal.
The next table shows the amount of agaves planted by year and species.
To date, our maestros mezcaleros have adopted this process of natural fermentation without adding any chemicals
ECONOMIC AND SOCIAL SUSTAINABLE PLAN
The amount of agaves planted each year compared with the agaves harvested for the production of Mezcal Amarás where the ones we cited below. We achieved the goal of planting 10 agaves per one agave harvested in 2015.
1. HORIZONTAL GROWTH
With the objectives of growing the distribution of the profit equitably and increasing production of mezcal without altering the artisanal process, we work with 12 maestros mezcaleros. Each maestro mezcalero works according to their own pace, process and requirements. In the case where production increases or there is a change in the volume or process it is always generated from previous agreements between the two parties.
2. NURSERIES
In 2015 we started the nursery program for the replanting and resurgence of wild agaves. Type of Agave
Number of nurseries
Amount of seeds
Maestro Mezcaleros
Mexicano
2
6,000
San Juan del Río y Mitla
Tobalá Cupreata Jabalí
2 2
10,000 80,000
1
3,000
Mitla
Mexicano del campo
2
6,000
San Juan del Río y Mitla
Total Seeds
4
8
10
State
San Juan del Río y Mitla Mazatlán y Apango Guerrero
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Maestros Mezcaleros
Oaxaca
9
Guerrero Durango
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H OW TO D RINK ME ZC AL? You can taste Mezcal Amarรกs either in a cocktail or neat, always taking time to taste the complexity of flavors.
HOW TO APPRECIATE THE AROMAS IN MEZCAL? 1. Get the glass close to your nose to perceive the lighter aromas. Inhale slightly and then exhale through the mouth
5. Inhale; take a second small sip to appreciate the flavors and the essence of mezcal. Between each sip, exhale the air through the nose with the mouth open.
2. Swirl the glass gently in a circular motion to perceive the aromas, again inhale through the nose to perceive the aromatic skeleton.
6. Continue slowly, inhale and take tiny sips, one at a time. Exhale and slowly start tasting your mezcal.
3. Place a drop in the palm of your hand, rub it in and let the alcohol evaporate. Inhale the palm of your hand lightly to perceive new aromas.
4. Inhale; take a tiny sip. This sip is to prepare your palate. Right after taking the first sip exhale through the mouth.
7. As time passes, repeat the above steps to perceive the new changes in aromas.
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FREQ UENTLY A S K ED Q UE S TIO NS 1. Are Mezcal Amores and Mezcal Amarás the same? a. Mezcal Amores and Mezcal Amarás are exactly the same. Amarás is the brand name for the United States and Amores is the name of the brand for the rest of the world. 2. What are the pearls or “bubbles” in Mezcal? If they don’t have pearls is the Mezcal of poor quality? a. The pearls or “bubbles” in mezcal have to do only with the alcohol percentage. If the alcohol content is between 45 and 55 percent, the Mezcal will produce pearls when you shake the bottle or pour it into another recipient. A layer of bubbles is formed and they start bursting slowly leaving a fringe in the edge. Outside this range no bubbles are formed. This doesn’t mean that Mezcal is good or bad. 3. Should Mezcal only be produced at 45 percent of alcohol and above? a. The regulations for production of Mezcal permit Mezcal to be bottled from 36% to 55% alcohol. Some different aromas and flavors can be released at different percentages of alcohol. 4. Should all Mezcal have a worm? a. Originally, Mezcal didn’t have a worm in the bottle, this came later on. Some confirm that this was only used for marketing purposes and/or to differentiate form Tequila. Some argue that the worm adds some flavor “abocado” and others believe that it is used to hide unwanted aromas and flavors. 5. Is Sotol Mezcal? a. Sotol is made from a plant called Dasylirion. It shares the botanical family with the Agavaceae but the subfamily and genre are very different. The process of production is very similar to Mezcal. 6. What is the difference between Mezcal and Tequila? a. Firstly, Mezcal can be produced from 22 different types of agave accordingly to CONABIO like the Espadín, Tobalá, Cupreata, Salmiana, etc. Tequilana Weber is the only agave used to make tequila. b. In the production of most mezcals, the agave is cooked in a conical stone oven underground with wood. Agaves for Tequila are cooked in vapor or hot water.
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