The Partnership
Manojo Mezcal has named Southern Glazer's Wine & Spirits its exclusive distribution partner in New York, a move that plugs the independent, chef-founded mezcal brand into the world's largest beverage-alcohol distributor and accelerates its push across on- and off-premise accounts in one of the country's most competitive spirits markets.
The deal gives Manojo immediate access to the Southern Glazer's account network — spanning restaurants, bars, hotels, and retail chains — along with the distributor's infrastructure for trade education, programming, and account development. For an asset-light, independently owned brand competing against well-capitalized agave spirits portfolios, the endorsement carries significant commercial weight.
Brand Credentials
Manojo was co-founded by acclaimed Mexican chef Enrique Olvera alongside Alex Ferzan, Gonzalo Gout, Thomas McDonald, and Nes Rueda. Production is rooted in San Luis del Río, Oaxaca, where fifth-generation mezcaleros Joel Velasco and Felicitas Hernández craft the brand's Espadín-based expression using traditional methods. The brand has already secured on-premise placement at marquee hospitality operators including Cipriani, Edition Hotels, Mr. Chow, and Wally's, alongside off-premise retail at Total Wine — a distribution footprint that signals credibility with both luxury-dining and volume-retail buyers.
Co-founder Nes Rueda framed the Southern Glazer's appointment as a validation moment. "As a young, independent brand, earning the support of an organization with this level of scale and reputation is incredibly meaningful," he said. "It validates what we've been building while giving us the infrastructure to introduce Manojo to more accounts, more consumers, and ultimately more people who enjoy exceptional mezcal."
Momentum and Market Context
The distribution announcement follows a run of critical recognition that strengthens Manojo's positioning with trade buyers. The brand earned the Master Award at the 2025 Spirits Business Global Mezcal Masters, a Gold Medal (94 points) at the 2025 San Francisco World Spirits Competition, a 95-point rating from Wine Enthusiast, and Best Overall honors at the 2025 Rolling Stone Spirits Awards — a scorecard that gives distributor sales reps a tangible story to tell at account calls.
The broader mezcal segment continues to benefit from trade-up dynamics in the agave spirits category, even as tequila volume growth has moderated. Independent producers with verifiable terroir stories and on-premise credibility are attracting distributor interest as buyers look to differentiate their back-bar offerings. Manojo's positioning — traditional Oaxacan production, celebrity chef co-founder, and a clean awards record — fits the profile that premium on-premise operators and specialty retailers are actively seeking. For foodservice operators evaluating spirits programming and beverage menu strategy, aligning with award-validated mezcal brands has become a measurable differentiator in cocktail-forward dayparts.
The New York partnership is framed as a stepping stone in a broader national growth strategy. Expanding distribution through a single high-density market like New York — where on-premise velocity can drive national retailer conversations — is a well-established playbook for emerging spirits brands targeting premium beverage growth. Southern Glazer's national reach also positions Manojo for potential territory expansion as volume and account density metrics justify additional market investment.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
