The Partnership
Manojo Mezcal has named Southern Glazer's Wine & Spirits its exclusive distribution partner in New York, a deal that puts one of the fastest-rising independent mezcal brands inside the largest beverage alcohol distribution network in the world. For a chef-founded label still in its early growth stage, the move delivers immediate access to thousands of on- and off-premise accounts across the state.
The brand was co-founded by acclaimed Mexican chef Enrique Olvera alongside Alex Ferzan, Gonzalo Gout, Thomas McDonald, and Nes Rueda. Its mezcal is produced in San Luis del Río, Oaxaca in collaboration with fifth-generation mezcaleros Joel Velasco and Felicitas Hernández, using only Espadín agave. That origin story — rooted in traditional craftsmanship and multigenerational expertise — has already resonated with premium on-premise operators. Current accounts include Cipriani, Edition Hotels, Mr. Chow, Wally's, and Total Wine, among others.
Why It Matters
For restaurant and bar operators, the Southern Glazer's partnership means Manojo moves from boutique availability to broad, consistent statewide supply — a prerequisite for any serious back-bar placement or menu program. The new arrangement is designed to support deeper investment in account education, programming, and trade development, which matters for beverage directors building differentiated mezcal programs in a crowded agave spirits category.
"Partnering with Southern Glazer's marks an important moment in Manojo's journey," said Nes Rueda, Manojo co-founder. "As a young, independent brand, earning the support of an organization with this level of scale and reputation is incredibly meaningful. 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."
The New York deal is also framed as a foundation for broader national expansion. As beverage industry analysis has tracked, independent spirits brands that secure Tier 1 distributors in gateway markets like New York frequently use that momentum to unlock additional state partnerships.
Competition Credentials
Manojo enters the Southern Glazer's portfolio with a strong competitive score sheet behind it. The brand earned a Master Award at the 2025 The 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. Those accolades give on-premise buyers — always attentive to third-party validation — concrete talking points for menu storytelling and staff training.
The mezcal category has seen intensifying competition as both large spirits conglomerates and independent craft labels fight for shelf space and well positioning. Brands with artisanal provenance and chef pedigree have proven particularly sticky in the fine-dining and lifestyle hotel segments, exactly the accounts where Manojo already has a foothold. Coverage of restaurant beverage program trends continues to show that operators prioritize provenance and producer relationships when making premium spirits selections. With Southern Glazer's infrastructure now behind it, Manojo is positioned to convert that niche credibility into durable, scalable distribution across New York and, eventually, the broader U.S. market.
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.
