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Steve McGarry, CEOAsk a casual drinker about mezcal, and the answer usually involves smoke and heat. That first impression can shape how they see the entire category.
Rosaluna Mezcal aims to change that with an all-natural, handmade, single-estate mezcal designed to be more approachable for new drinkers, while maintaining the traditional craftsmanship and agricultural practices that define artisanal production.
The centerpiece of Rosaluna is a lighter, brighter, lightly smoked profile that removes the primary barrier to entry for new consumers. With less smoke, the natural roasted sweetness of the agave shines through, allowing the spirit to hold its own whether served neat or as a cocktail base.
“Our strategy is really to be the recruitment brand that brings a new cohort of consumers into the category,” says Steve McGarry, CEO.
Winning over first-time drinkers starts long before the bottle reaches the bar, which is why we control our agave from planting through production to shape the flavor profile at every stage carefully.
The Farm Is the First Stage of Production
That approach draws on generations of experience. Master Distiller Juan José (JJ) Méndez-León is a sixth-generation mezcalero whose family has produced mezcal in Oaxaca since 1750. His great-great-great-grandfather introduced copper stills to the family’s distillation in 1835, and the family distillery holds NOM 002, the second distillery ever recognized.
His father brought farmers together to strengthen industry standards and protect mezcal from adulteration, and became a founding member and the first president of COMERCAM, the council that certifies mezcal. In January 2026, JJ became mayor of Santiago Matatlán, the World Capital of Mezcal, continuing his family’s civic role.
Rosaluna applies that heritage by putting farming first. Its vertically integrated, single-estate operation manages cultivation, harvest and production without relying on outside growers, giving the team control over each plant’s age and quality. The team never harvests a full row at once; growers select each agave at peak ripeness, so maturity drives the finished spirit’s flavor and consistency.
It uses only Capón Espadín, Espadín agave that gets extra time in the ground. Growers remove the flowering stalk, or quiote, and leave the plant for another six months to two years so its sugars concentrate before harvest.
From Pit to Still
Rosaluna quarters its agave and roasts it in a highly manicured proprietary roasting process, limiting the smoke that enters the plant while the heat caramelizes its sugars.
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Our strategy is really to be the recruitment brand that brings a new cohort of consumers into the category,
An electric tahona crushes the roasted agave, then ferments naturally with wild yeasts in open pine tanks. It is double distilled in copper stills, and distillers keep only the heart, separating the heads and tails.
The facility is certified USDA Organic, Certified Additive Free, Non-GMO, Vegan, Gluten-Free and Kosher.
Bringing Mezcal into Everyday Occasions
A margarita gives drinkers a familiar way to try mezcal, and Rosaluna took first place at the Beverage Testing Institute’s 2024 World’s Best Margarita Championship.
The strategy is working. Rosaluna grew 60 percent in the U.S. liquor channel over the 52-week Nielsen period ending April 18, 2026, making it the fastest-growing super-premium mezcal brand in that channel.
Next, the brand is pursuing international distribution, particularly across EMEA, APAC, Mexico and the Caribbean.
“As we expand internationally, the on-premise channel is our foundation in every new market,” McGarry says. “Bartenders are the gatekeepers of the category. When they put Rosaluna in a cocktail and a guest has a great first experience, that’s how we earn trust and build demand that carries through to retail.”
Sustainability Runs Through the Operation
In August 2025, Rosaluna became the first mezcal to earn COMERCAM’s Distintivo Verde sustainability certification. The same farm-first model shapes all of its environmental work.
The team lets about 5 percent of its fields flower naturally, supporting bat pollination and preserving agave genetics. It returns organic agave by-products to the fields as fertilizer and makes its labels from upcycled agave fiber.
Rosaluna uses 80 percent less water in distillation, bottles in 40 percent recycled glass and has planted 1,400 native trees.
A Recruitment Brand for the Category
For McGarry, the commercial opportunity rests on a simple question: will a first taste encourage drinkers to explore mezcal further? Rosaluna’s growth suggests the lighter profile is finding its audience.
In 2026, Rosaluna was named Best Contemporary Mezcal Brand – USA.
Mezcal Procurement Beyond Origin and Craftsmanship
A mezcal listing can attract attention for its origin and still struggle to earn repeat orders if its flavor overwhelms a restaurant's cocktail program. Retail buyers face a related constraint. Distinctive bottles may secure an initial placement, but inconsistent supply can leave that shelf empty. Producers must offer a recognizable sensory profile while sustaining production across long agave growing cycles. Procurement teams evaluating mezcal suppliers should look beyond provenance claims to the decisions behind each bottle.
Agave sourcing determines how much control a producer has over the raw material. Plants harvested at different maturity levels can vary in sugar content, influencing fermentation and the resulting spirit. Buyers should establish whether a producer grows its own agave or purchases from outside farms and how harvest timing is decided. Records linking cultivation to production batches can make sourcing claims more meaningful. The distinction is especially relevant when a brand promises a consistent house style despite agricultural variation.
Roasting decisions can alter whether mezcal works for the intended menu. A heavily smoky expression may suit a particular tasting flight yet dominate delicate mixed drinks. Bar managers should sample prospective bottles neat and in the cocktails they expect to serve. Questions about pit preparation and roasting duration can explain differences that price or age statements do not capture. Consistency across batches is important when a drink depends on the interaction between citrus and the spirit rather than smoke alone.
“Rosaluna uses mature capon agave and a roasting method that places spent agave fiber between the coals and harvested plants to moderate smoke exposure.”
The production process also affects verification. Fermentation methods and distillation cuts influence the final profile, while bottling arrangements determine where oversight passes between parties. Purchasing teams should request documentation of origin and applicable mezcal certification rather than equate an artisanal description with verified production practices. Claims about additives require careful wording and evidence. Similarly, organic or environmental credentials should be checked against the certificate's actual scope. A label cannot replace understanding what the producer controls directly.
Supply planning becomes difficult when an agricultural product requires years to mature. A producer expanding distribution may be able to sell available inventory immediately without having equivalent harvest volumes ready for later years. Buyers placing multi-location orders should ask about planting schedules and production capacity, including how expansion affects batch consistency. Distributor coverage and delivery commitments need separate confirmation. For restaurant groups, the cost of changing a cocktail menu after a stockout can outweigh a modest difference in bottle price.
Rosaluna produces mezcal in Oaxaca from estate-grown Espadín agave, controlling cultivation through distillation and bottling. Rosaluna uses mature capon agave and a roasting method that places spent agave fiber between the coals and harvested plants to moderate smoke exposure. Its production develops a lighter, brighter profile intended to work both neat and in mixed drinks. The spirit is fermented in open pine vessels and distilled twice in copper stills. Its single-estate approach gives purchasers a defined production origin rather than an assortment sourced from unrelated growers. Hospitality groups and beverage distributors looking for a less smoke-forward mezcal with direct oversight of agave sourcing are the relevant buyers for this production model.
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Company :
Rosaluna
Management Steve McGarry, CEO
Description
Rosaluna is a single-estate, vertically integrated mezcal produced in Santiago Matatlán, Oaxaca, crafting its spirit from organic farm-grown USDA Organic Capón Espadín agave. A sixth-generation mezcalero oversees every step from cultivation through distillation to bottling, creating a lightly smoked mezcal made for dancing, dining, sipping, and sharing. Rosaluna was made for you!
