Meet Othon Canales Albarrán Global Brand Ambassador for Mezcal Amarás
Mezcal Amarás is the maker of an exciting array of mezcals using agave Espadín and Cupreata: Amarás Espadín Joven, Amarás Espadín Reposado, Amarás Cupreata Joven and Amarás Cenizo Joven. A brand that prides itself on sustainability and is the first carbon neutral mezcal company. The company has an organic replanting program, supports the preservation of wild agaves and works with 20 maestros mezcaleros to help preserve the craftsmanship and traditions of mezcal.
Othon Canales Albarrán has been their global brand ambassador for more than three years and has over seven years’ experience in the beer and spirit industries, working as a brand developer, spokesperson and brand advocate. He is certified as an Agave Spirits Advisor by the Agave and Spirits Institute (ASI) and as a cicerone / beer sommelier by the Academia Mexicana de Enogastronomía (AMEG).
How long have you been a brand ambassador and where are you based?
Little over a year and right now I am based in Oaxaca Mexico.
What attracted you to the spirits industry?
The knowledge part of it. For me to be able to acquire more knowledge about other spirits and be able to taste and identify different brands and spirits was very attractive to me.
What is most challenging about being a brand ambassador?
Getting the backbone of the brand out there. Transmitting our filósofo and how deep it runs in our company is a challenge and since its mezcal, to change peoples minds about the category in general using our brand as a banner.
What are the qualifications for being a great brand ambassador?
People skills, good speaker, to stay relevant in market trends and to have preparation in formal tasting and organoleptic evaluation.
What does your job entail?
To take our band's philosophy to every corner of our markets. To develop tastings, brand experticias and to help the on trade and marketing team conducting tasting, elaborating pairing menus and to bring an extra element into negotiations with restaurant groups.
What do you like best about the role of brand ambassador?
The getting to know new people and new experiences with mezcal everywhere I go and to influence those in the industry into trying this new spirit.
What mezcal trends do you see right now?
People are staying away from the “shot” concept and are now sipping mezcal. The cocktail part of mezcal is super developed in the US market. The introduction of the spirit into fine dining and dining experiences is also going strong.
Why did you choose this brand to represent?
Because of the way the brand chooses to collaborate with the maestros mezcaleros. I went to Oaxaca and saw that philosophy come to life in every village I visited and all the ways in which the brand supports the maestros.
What’s one of your favorite cocktail recipes?
It is a “healthy” cocktail called Vampiro
Vampiro Cocktail
1.5 oz Amarás Cupreata
2 oz citrus mix (equal parts pineapple, grapefruit, and lime juices)
2 oz beetroot and carrot extract
0.5oz agave syrup
Dash of salt
Combine and pour into a highball glass filled with ice.
What’s something surprising about the brand that most people don’t know?
The way we collaborate with the maestros mezcaleros. We pay a fair price, we pay it upon delivery and we offer training programs both about the industry and business to help them grow their own businesses.