The Mezcal Revolución: 5 Mezcals You Should Drink Right This Minuto

Posted by Arturo on October 25, 2013  /   Posted in Blog
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The Mezcal Revolución: 5 Mezcals You Should Drink Right This Minuto

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Over the past couple of years spirits in general have been exploding with new experimental flavors, distilling processes and smaller distilleries have been giving the big cats a run for their money with better quality ingredients and care, challenging larger brands to step up their game of stagnant taste.

This spirits revolution has also opened up its doors to lesser known alternatives to certain liquors, like mezcal.  Made from the maguey plant, a form of the agave plant used to distill tequila. The word mazcal comes from a Mexicali word meaning “Oven cooked agave”. Which makes sense givin the smokey taste of mezcal. Think a smokey bourbon with tequila accents. Now that might sound harsh on your palette at your initial thought, but it’s that smokey flavor that makes bourbon tolerable to many. That word is apparently out on mezcal and it’s growing popularity is flourishing amongst big cities in the U.S. Today, mezcal is still made from the heart of the maguey plant, called the “piña”, much the same way it was 200 years ago, so can we owe it’s recent growth in popularity to the desire for a new taste among the exploding tequila industry? Maybe, in the past 2 years over 20 tequila bars have popped up in New York City alone.

With this mezcal revolution in it’s early stages, we figured, we’d give you a head start on mezcal knowledge with five premium quality bottles to get you acclimated to it’s unique taste. Enjoy.



Quite possibly the king of mezcal, the Cortes family has six generations of mezcal making experience under it’s belt. Literally the entire family is involved in one was or another and when your family lives and breathes a tradition, it only gets better with generations. Look at the Mannings. The most unique aspect of El Jolgorio is each bottle is made from a different family member, you can actually read who made that specific bottle right there on the label.Many of the mezcals are made from wild-harvested agave grown in Oaxaca and are double distilled in copper pots for an incredibly clean flavor with lots of ripe fruit.

Price: $50- 100

El Jolgorio Mezcal

Alipús Mezcal

Created by Los Danzates a very well known name in the mezcal region, Alipús is not for anyone who can’t handle a kick in the gut. It has a definite taste of spicy, peppery, a little burn, dry smoke; everything you want in a strong mezcal. Give this little firecracker to your virgin-mezcal friends after you’ve acquired a taste for the liquor. The aroma is sweet and spicy notes including honey, caramel, biscuits and hazelnuts.

Price: $42

Alipús Mezcal

MarcaNegra Mezcal

MarcaNegra is made from arguably the best type of agave in the world, under a set of oak trees at a very high altitude. The Nolasco family, who owns the brand, uses water from a river that has a microclimate that produces a fruity aroma because of past planted tropical fruit trees like chayote. All those tropical fruit aromas make it into the fermentation because it’s being done in open tanks. With a seamingly perfect blend of vanilla, spice, sweetness with a polished, soft nutty-milky-fudge after taste. MarcaNegra is the fan favorite of the group.

Price: $115

Marca Negra Mezcal

Los Sietes Misterios Espadín

Big aroma of sweetness and some perfume, chilli- or barbecue-sauce aroma there too, along with some woodiness. A sweet, full palate followed, with plenty of rounded, smokey agave character. The keyword is smokey flavor and aromas. Fruity aromas of cherries, raspberries, bananas, and delicate flashes of smoked olive, incense, wet earth, floral notes such as violets and sweet notes of agave delicate skin and snuff. This brand is sure to raise some eyebrows and give a solid taste of a true mezcal

Price: $75

Los Sietes Misterios Espadín

Ilegal Joven Mezcal

Ilegal Mezcal is a high quality, handcrafted product created in Oaxaca, Mexico. The name refers to the time when its creator, John Rexer, had to smuggle the spirit from the village stills in Mexico to his cafe in Guatemala. This exceptional mezcal is created using wild Espadin Agave and slowly roasted over a specially-crafted rock pit in order to absorb the rich flavors of earth and wood smoke. The agave is then crushed, fermented and distilled in small batches using traditional production methods. Bottled and labeled by hand, this product is a result of hard work, expertise, and dedication.

Ilegal Mezcal Joven offers enticing aromas of sweet smoked agave, eucalyptus and earth, complemented by a light floral note. Distinctive notes of rich, earthy agave on the palate merge with hints of pear, apple and white pepper which linger through the finish.

Price: $50

Ilegal Joven Mezcal

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The Latinspired Strategy: A Novel Way to Capitalize On The Bigger Latin Opportunity

Posted by Arturo on October 24, 2013  /   Posted in Blog
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Everybody in the marketing world that hasn’t been living under a rock knows about the huge and growing Latino market in the U.S. If you are looking to capitalize on it you probably have heard all about the $1.3 trillion buying power, the 52 million Latinos, etc. You are probably very excited about this fantastic market opportunity, but then you stop and ask yourself the question: How do I go about capitalizing on it?

You’ll find that the road to understanding, choosing and being able to execute a successful solution to capitalize on the Latino market is not easy. It is filled with complexity. There are a number of schools of thought on solutions: the Latino, multicultural, and, more recently, the total market approach. These approaches are mostly born out of a question marketers have been asking for many years:

How do I sell more of my brands and products to Latino/multicultural and general market consumers?

The total market approach aims to reach a brand’s target market regardless of ethnicity, race or language. It requires extensive organizational alignment and a large resource commitment, which is why only the most sophisticated companies like Wal-Mart, Target and Pepsi have executed it successfully.

The Latino and multicultural approaches require relevant marketing mastery, a dedicated team with sufficient budget and strong organizational alignment. Despite the huge market opportunity many times there is still resistance to making it a priority: A new study by the AHAA, shows 57%+ of the top 500 advertisers spend less than 1% of their advertising budgets targeting Latinos at a time when Latinos represent 17% of the population.

So what is the success model to capitalize on the Latin opportunity? In the absence of clarity, the search for a success model continues.

What is a marketer to do?

1. Redefine the problem by asking a different question:

Instead of asking the same question marketers have been asking for a long time, ask: 

What brands and products do I need to sell to fully capitalize on the Latin opportunity?”

By asking this different question you’ll come to a very different solution that can help you tap into an even bigger market opportunity without being constrained by your current brands and products.

2. Realize that the Latin opportunity is larger than the Latino market:

The Latin opportunity is not only the Latino market opportunity it is also the opportunity to win with the mainstream consumers that are being influenced by Latinos and are adopting Latino purchasing habits, beliefs and attitudes.

If you have been following consumer trends you have seen that consumers are increasingly choosing brands and products that inspire them. In fact one of the 10 top trends for 2013 is that the culture and inspiration from emerging markets is being updated and embraced by global consumers. 

It turns out that the Latin world offers some of the most fascinating, beautiful and flavorful inspiration in the world and most Americans love it if they have experienced it.

Introducing the Latinspired Strategy

This simple strategy answers the question:

What brands and products do I need to sell to fully capitalize on the Latin opportunity?”

It is about creating and infusing brands and products with the beautiful, colorful and flavorful inspiration of the Latin world to appeal to Latinos and mainstream consumers. It starts from the premise that you need the right products and brands to win with the Latin inspired American consumers. A number of marketers across categories are already using the Latin inspired strategy with success: Café Bustello (Bustello cool), 5 Rabbit Brewery, Sol de JaneiroPizza PatronOsklenFrontera FoodsTsimani StudioGlam Belleza Latina.

If you haven’t found a solution, it is time to redefine the problem and ask a different question.

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Goya embraces the Latin influenced mainstream opportunity

Posted by Arturo on October 24, 2013  /   Posted in Blog
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Goya is going after the Latin influenced mainstream with Latin inspired brands.



Goya Platanos

Authenticity drives loyalty, and therefore Goya foods is an interesting example for marketers as to how important it is to cater to various ethnic groups in the most genuine manner possible.  “To us, its important to make the connection through a product that maybe we’re not going to sell truckloads of but we’re going to have the product on the shelf so when a consumer goes in they can say, ‘Wow, I can relate to Goya because it’s authentic, this product makes me feel like I’m at home,’ states Peter Unanue, Goya’s Executive Vice President in Charge of Distribution.

Now as the “general market” becomes more interested in ethnic cuisines, Goya has positioned itself as the “authentic” option that you don’t have to rummage through ethnic markets to find. In other words, Goya is becoming white, according to South Coast Today.

Goya, founded around 77 years ago by Spaniards who had just arrived in New York from Puerto Rico, has become the largest Hispanic-owned food company in the United States, bringing in over 1.3 billion dollars in sales in 2012. Not only has Goya delved deep into marketing authentic Latino products, they have expanded  their reach to additional cuisines such as Indian and Chinese, as well as catering to second and third generations immigrants who might want something a bit more modern with a touch of “home.”  Goya has even been able to draw in general market shoppers seeking out ethnic foods.

The Latin influenced mainstream opportunity

Posted by Arturo on October 22, 2013  /   Posted in Blog
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The Latino market opportunity is also the opportunity to win with the mainstream consumers that are being influenced by Latinos and are adopting Latino purchasing habits, beliefs and attitudes.

Why 57% of the top 500 advertisers allocate only 1% of ad spend to target Latinos

Posted by Arturo on October 02, 2013  /   Posted in Blog
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latin mkt guacamole

Why would 57%+ of top advertisers spend less than 1% of their advertising budgets targeting Latinos when there are clear facts that show it is the fastest growing and more attractive market in recent US history worth $1.3 trillion in spending power ?.  I couldn’t believe this stat but according to a new study by the AHAA (Association of Hispanic Advertising Agencies) this is the case.

I have an opinion on this topic based on years of experience working in marketing organizations both in Latino and general market roles. There some key forces at play that are causing many companies to miss out on this huge Latino market opportunity:

-Misconceptions and confusion about the Latino market, its segments, its influence on the mainstream and the best way to target them.

-Lack of understanding and confidence in success models on how to win with Latinos. In the absence of a success model many advertisers are opting to tweak their general market marketing into a total market approach to win with Latinos and the general market with the same marketing spend. Sometimes the total market approach is the best approach but sometimes it is not the right approach or it is not executed well.

-Not having an influential champion in their organization or at their agencies with the right Latino/multicultural expertise, experience and power to lead an initiative to make the case for targeting Latinos.

-And the big elephant in the room: The dynamics of budget allocation, power and decision making in organizations. At most top advertisers the general market is still the primary focus, and the leaders of these companies which control the budgets have mostly built their expertise and track record in the general market. The perceived risk of betting big and failing on a market that might be unfamiliar and which they don’t master is big. Pushing for a shift to focus on the Latino market also poses a big question to organizations: whether a Latino/multicultural specific strategy is the best success model for the future. The ad spending would suggest that as of now many of these companies are not convinced that is the case.

Check out this great article by Food-Navigator-USA that lays out these surprising stats:

The huge market opportunity many are overlooking…

Posted by Arturo on September 11, 2013  /   Posted in Blog
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There is a huge market opportunity that many are overlooking that you can capitalize on: The Latin influenced mainstream marketplace. To learn about it check out our infographic:

Marketealo Infographic_Sep 2013

Why you need to Multiculturize your brand

Posted by Arturo on April 27, 2013  /   Posted in Blog
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Why you need to “Multiculturize” your brand

By Arturo Nava, Managing Partner at Marketealo

There is a huge emerging Latino wave “Multiculturizing” America that will also change the mainstream market in the US. Latinos represent a massive $1.3 trillion in purchasing power and 56% of US population growth. The Latino population is 52 million strong and growing, they represent 17% of the US population. The number of Latinos living in the US is expected to grow up to 29% of the population by 2050 according to the Pew Hispanic Center.

US born millennial Latinos are driving this huge wave as they will represent 80% of 18-29 year old US population growth by 2015 according to the Pew Hispanic Center. These Latinos unlike their parents want to stand out and be noticed, they want to do good in the world and get ahead embracing a working class moral compass. They are becoming more educated and more affluent: Latino college enrollment grew 20% in 2011 and Latino affluent households now number 5 million. The US born Latinos’ heart is Latino but their head and aspirations are American. Their heart is rooted in their Latino culture so they embrace their family, food, music, and community. Their aspirations reflect the American cultural values of education, financial success and freedom.

The rise of US born Latinos has fueled the new Latino status as today’s SUPER TRENDSETTERS. They are rapidly becoming the most influential voice in business & politics. Their deciding role in the outcome of the 2012 US presidential election was the watershed moment for Latino influence in the US. Latinos are having a powerful influence over non-Latinos by spreading their culture and shopping preferences through technology at higher rates. Latinos are twice as likely vs. non-Latinos to be first to share with friends and try new products first. They also shop more with mobile phones (56% vs. 33%) and tablets (43% vs. 25%) vs. non-Latinos according to the “Latino Shop” study by the Center for Hispanic Leadership. Retailers across all channels are trying to find ways to capture this trendsetting and extremely attractive Latino shopper. They know that Latino households will actually spend more at retail than white non-Latino households over their lifetime: 48 % in food consumed at home and away, 82% in apparel and 22% in personal care products according to Convenience Store News.

Latino culture, food, music and overall product preferences are very attractive to non-Latinos so the more they are exposed these influences the more they will embrace them. Latino influence has already inspired a growing number of non-Latino mainstream consumers to embrace Latino culture, food, music, fashion, sports and shopping preferences. According to a study by the Latino influence project by Experian marketing non-Latinos living in high-density Latino neighborhoods behave, buy and believe more similarly to Latinos than non-Latinos living in low-density Latino neighborhoods. These non-Latinos were 5.5 times more likely to eat jalapenos, 2 times more likely to shop organic and natural food, 6 times more likely to listen to and enjoy salsa and merengue and 70% more likely to experiment with new clothing styles.

In popular culture Latino celebrities are all the rage as evidenced by the popularity of Sofia Vergara, Pitbull, and Shakira now the new judge on the popular show “The Voice”. Latin food and beverages have won over the American palate and are expected to grow 31% over the next 5 years to $10.7 billion in sales. Tortillas now outsell spaghetti, macaroni, pasta, hamburger and hot dog buns and salsa is growing twice as fast as ketchup according to Packaged Facts 2012. Top Latin food chefs are more popular than ever as evidenced by their huge foodie following and the fact that they are widely considered as the ones to watch at the 2013 James Beard awards. Walmart launched Supermercados (Latin grocery format stores) in some markets and has expanded their Latin food aisles in many stores, in Florida Publix launched Publix Sabor. In fast casual restaurants Chipotle is a shining light increasing sales by 20.2% in 2012 according to the research firm Technomic.

It is very clear that Latino influence has hit the mainstream in a big, big way. This influence on mainstream market will continue to grow as more non-Latinos discover more of the beautiful, colorful and flavorful world of Latino culture, food, music, and fashion. But, yet there remains a lack of Latin inspired products and brands that reflect this new market reality. Brands that don’t embrace Latino inspiration will lose relevance not only with Latinos but also with what we at Marketealo have coined “The Latino influenced mainstream” consumer. This consumer is comprised of non-Latinos that are being influenced by Latino culture and that will demand more Latino inspired brands and products. The most visible examples of this can be seen in the food & beverage, retail, entertainment and restaurant industries who should be the first ones to evaluate how their product offerings and brands are addressing the needs of this Latin influenced consumer.

The need to “Multiculturize” brands to continue to be relevant in this rapidly changing Latino influenced marketplace couldn’t be more urgent. “Multiculturize” is what we at Marketealo call the process of infusing Latino inspiration into brands and products to win with the Latin influenced mainstream and multicultural markets. “Multiculturizing” encompasses product innovation, brand positioning and go to market plans. There is not a once size fits all solution here, the amount and type of Latin influence needed will have to be tailored for each brand’s situation. Latin inspiration can range from a very subtle infusion to a full embrace. Brands should be wise to seize the moment and get Latin inspired to capitalize on this fantastic market opportunity.

Arturo Nava is Managing Partner at Marketealo, a strategic brand marketing and innovation firm focused on creating and marketing Latin inspired brands to help companies win in the Latin inspired mainstream and multicultural markets.

Learn more about Marketealo at:,, @marketealo

America Corporations Need to Invest in Hispanic Marketing

Posted by Arturo on November 19, 2012  /   Posted in Blog
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Did you know that Hispanics currently represent 56% of population growth in America? 

Glenn Llopis contributor to shared the following in a recent article about why American Companies need to urgently invest more in Hispanic Marketing to capture growth opportunity.  And, he also provided insights into how to do it.  Here is an excerpt of his article:

America’s Corporations Can No Longer Ignore Hispanic Marketing Like Mitt Romney Did

America’s corporations that make the right investment now will stimulate economic development and market share gains by enabling the Hispanic market opportunity with a holistically driven approach that:

1) Commits us to becoming more culturally intelligent

2) Compels us to think of the Hispanic community as a profit center – an investment to drive innovation and growth

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How to Spark Brand Growth

Posted by Arturo on November 04, 2012  /   Posted in Blog
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Here is some advice I would give to small to mid-sized business that if followed will help them spark brand growth. These are three of the “secrets” top brands use:

Define your target consumer. You can’t be all things to all people. A big part of being a “brand” is making hard choices about targeting your best and potentially most loyal consumer base. The more focused the better so that you can create a customized experience that will make your brand indespensible in their lives. You have a much better chance of making a connection with a consumer if you know specifically who they are and what they want. For example, just targeting men is probably too broad, but putting definition around what “kind” of men (like health conscious dads) will provide direction on how to reach them.

Find your emotional benefit. Functional benefits are only half of the story and chances are that they alone won’t differentiate from your competition. But discovering how you can make your target consumer feel can set you apart and become the basis for building your brand experience. A ready-to-drink tea beverage provider, as an example, should not just claim to satisfy a consumer’s thirst, as that is merely a functional benefit. Instead, connect with your consumer by offering all-natural tea that’s hand-picked at the peak of freshness to deliver pure tea satisfaction and suddenly there’s an emotional benefit to leverage.

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