When Proximo Spirits approached Moxie Sozo, the mezcal category in the United States was still in its infancy. Most consumers weren’t familiar with mezcal at all. Many of those who were familiar weren’t sure what made it different from tequila. Regardless, the shelves were filling up with new craft mezcal brands, all telling the same “handmade,” “craft,” and “small batch” stories.

For Creyente Mezcal to launch successfully, it would need to stand out on-shelf against an increasingly crowded competitive set by weaving a differentiated narrative, both through the packaging and the brand story itself.

• Best Mezcals Men's Journal (2023)
• Expanded Distribution 30 States (2022)
• Expanded Portfolio to 4 SKUs (2019)