Joey Angelo (above) wants you to drink smoother, not harder. After two decades as a leading executive in the wine and spirits industry, the Larchmont resident knew what spaces needed to be filled — and exactly how to get the job done. A serial entrepreneur by nature (or a crazy person, by his definition), Angelo had previously launched MARGS canned margaritas and co-owned VIVA XXXII Tequila. Now, he’s taking that tried-and-true brand experience and blowing the doors off another pocket of the spirit industry with Su Casa Mezcal.
Known for its smoky flavor, mezcal is the fastest-growing liquor category in the US, and Su Casa has quickly rivaled larger brands for a top spot in the industry. For Angelo, his undertaking wasn’t just to come up with an exceptional recipe, but to generate a boom of brand recognition. “If you grab any random person off the street, I can almost guarantee if you asked them to name one mezcal, they couldn’t do it,” says Angelo. “But if you ask that same person to name a vodka or tequila, they could come up with 10. We really did a deep dive on why mezcal doesn’t have that same loyalty or name recognition.”
While Su Casa maintains the signature smoke of a mezcal, it’s a light, more balanced bounce on the palate. In the forefront of your sip is an emphasis on citrus, vanilla, and tropical flavors. The mezcal’s delicate nature, devoid of overbearing smoke (that can sometimes feel more like standing in front of a fire than sipping a cocktail) makes it a gentle introduction for those who have felt intimidated by the mystery spirit.
That approachability, without sacrificing genuineness, stems from the recipe itself, based on a concoction that originated in the early 1940s in Mexico. Master mezcalero Jose Garcia began harvesting the espadin agave plant, the key to mezcal’s distinct character and flavor. Angelo is adding to the preservation of that legacy and spirit, producing Su Casa in Jalisco. “We are the only brand imported into the US by the Garcia family,” says Angleo. “It’s a huge responsibility that we’re trusted with this.”
The enjoyment of the spirit doesn’t need to be a complicated process either. “I tell people they can enjoy mezcal however they’re comfortable — if your drink is a vodka, soda, lime, just swap the vodka for mezcal and take it from there.”
Su Casa Mezcal
sucasamezcal.com
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