MEZCAL INSIGHTS

•  Older millennials and Generation Xers are currently the ones under the 30 to 50 age range.
•  Forty-one percent of the millennials surveyed prefer to consume spirits due to the lesser calorie content.
•  Sixty percent of them prefer reduced-calorie beverages.
•  Millennials were found to go for healthier options.
• Around 45% of millennials surveyed were found to be less concerned about the price and are willing to buy more pricey alcoholic beverages. They are also more inclined to try new brands.
• These millennials have been found to maintain their alcohol consumption levels over a year.
• In another survey, 75% of millennial respondents stated that they plan to shell out more money on wine purchases.
• Around 65% of them also tend to be more adventurous as they prefer "rare and unusual wine."
•  Generation X drinkers were found to be the most loyal to their preferred alcoholic drink brands.
•  Generation Xers were found to continue to buy more expensive wine.
• They also prefer more "established brands."

•  Erstwhile Mezcal was first launched in New York and California in 2018.
• The company is focused on retailing "artisanal and ancestral mescal."
• The company is the "first and only mezcal importer" to bring the "artisanal Henequén mezcal" into the country.
• It was established in 2017 by Yuan Ji and Kevin Brown.
• Ms. Ji previously worked as an anti-trust lawyer.
• Ms. Ji collaborated with "mezcaleros" in the Oaxaca region to bring the product into the United States.
• She also discussed the launching of the product in a "Why Food" podcast.