Meet Mike Dolan co-owner of Mijenta Tequila, the B-Corp-certified tequila inviting the spirits world to step boldly into sustainability.

 

“Our goal when we founded Mijenta was not only to craft a great spirit,” says co-founder Mike Dolan. “From inception, Mijenta’s operations, procurement practices, sourcing, and packaging have been structured to be as environmentally responsible as possible while also delivering benefits to local communities.”

Working with Maestra Tequilera Ana María Romero, the Mijenta team saw tequila’s future clearly. It relied on two things: transparency and tradition.

“For us, it’s all about transparency,” expresses Dolan. “More than ever, consumers want to know exactly what they’re buying and drinking.”

Fortunately, tequila and transparency go hand in hand. The beverage’s rich ancient history and pure nature make it an honest product, despite its obvious market stereotype. “Tequila has in some ways been the best-kept secret of the spirits world,” explains Dolan. “It’s flown under the radar, in my opinion, because of its perception as something college kids just do shots of.” We ask Dolan to tell us more about Mijenta and its commitment to doing good things for the planet.

 

Talk to us about the B-Corp Certification.

We launched Mijenta two years ago and, with our Maestra Tequilera Ana María Romero, we’re proud to make a truly exceptional, award-winning, and additive-free tequila. But our goal when we founded Mijenta was not only to craft a great spirit. Just as importantly, we set out to build a great brand and a great company centered around a strong ethos. Today, I’m particularly thrilled that the focus we’ve placed from the outset on environmental sustainability and giving back to the community has been recognized by B Lab.  We’re honored and excited to be the only tequila producer to receive B Corp certification to date. Through innovation, close collaboration with local suppliers and partnerships with likeminded organizations, we are working to create a positive, lasting impact. And we are excited to do even more as we continue to grow.

 

Why is this important to the ethos of the brand?

Anyone can say they’re acting as a good corporate citizen. However, the process to receive this certification is extremely rigorous and requires transparency about your business. In other words, you’ve got to be walking the walk. Receiving B Corp certification is incredible validation of how we run our business.  From inception, Mijenta’s operations, procurement practices, sourcing and packaging have been structured to be as environmentally responsible as possible while also delivering benefits to local communities.

 

 Why is this important for the tequila industry?

From the outset, we’ve tried to demonstrate that it’s possible to make a great product, be environmentally responsible and give back to local communities–all while operating a successful business. We’ve accomplished a tremendous amount in the two years since we launched, in fact, more than any of us ever hoped for.  And that’s because of the way every aspect of the brand is resonating with people. From the tequila itself, to the design elements of the brand to the ethos of the company, Mijenta has found a passionate community.  We hope that this certification inspires other tequila producers to join us in putting social benefit front and center in their businesses.

 

What connection do you see between the B Corp certification and being additive-free?

For us, it’s all about transparency. For B Corp certification, B Lab measured our social impact across categories including corporate governance, the environment, community, employees, and customers. For its Certified Additive Free designation, Tequila Matchmaker conducts an intensive evaluation process that includes review of certain production records, site inspection at the distillery and sampling at key stages of production, including comparison of a sample taken directly from the still with a retail bottle.  For us, being additive-free means that the consumer can trace what goes into their tequila from the time the agave is harvested, through the production process and into the bottle.

 

Why is being additive-free important?

More than ever, consumers want to know exactly what they’re buying and drinking, which is why we’re transparent about what goes into our tequila. At the same time, there’s a huge awakening happening as consumers are discovering tequila—many of whom are “trading up” to higher-quality, more authentic brands. For us, “no additives” is also a critical component of quality for premium tequila.

 

Talk to us about premium tequila. What is going on in this segment?

In the tequila industry more broadly, companies are moving in one of two directions: a race to the bottom or a race to the top. Some are trying to compete on price, selling only on promotion and abandoning whatever commitment they had to branding.  We are clearly in the race to the top: making higher quality, more exclusive spirits that retail at a higher price point. For us, no detail is too small to not get exactly right, from the tequila itself, to the packaging, to the values on which we’re founded.

And that ethos is fully aligned with what consumers are looking for as they not only get to know tequila better but understand what makes a good tequila.

 

Why was the time right for people to embrace tequila in this way?

Tequila has in some ways been the best kept secret of the spirits world. It’s flown under the radar, in my opinion, because of its perception as something college kids just do shots of. But crafting agave spirits is a truly ancient art that dates to early civilizations in Mexico.  As consumers have begun to discover tequila en masse, they’ve uncovered a treasure trove.  The tequila revolution we’re seeing is the consumer discovery of a rich world of tequila – authentic tequila – that compares more to whiskey or cognac in its complexity. Over the past couple of decades, there had been similar cultural moments with vodka, then gin, then whiskey. But with tequila, there’s a diversity of taste profiles that reflect different terroir, there’s exceptional craftsmanship that has begun to bring a more scientific approach to traditional production methods and there’s of course a great cultural connection to Mexico.  That combination of elements sets it apart from other spirits.

 

How has Mijenta’s portfolio of expressions performed amid the growing interest in tequila?

As I mentioned, we launched two years ago, and the reception has been incredible. Mijenta has caught on more quickly than any of us could have imagined. But from a consumer perspective, one of the great things about the brand is that everyone has their favorite, whether it’s the Blanco that highlights the pure agave flavor, the Reposado that’s aged in hand-selected casks or the Añejo that’s extremely refined and complex, appealing for instance, to drinkers of whisky, cognac, or rum.

Each stand on its own as a tequila you can sip, and the Blanco and Reposado are great for mixing in your favorite cocktail.

 

What’s next for the tequila industry?

It’s all about premiumization. For years, consumers have been drinking less but drinking higher quality alcohol and spirits. And it’s no different with tequila. And as consumers grow more interested in tequila, bartenders are experimenting as well and incorporating the flavors of agave into both classic and innovative new cocktails. And this leads to a virtuous circle, where consumers are encouraged down their journey of discovery at their favorite bars and restaurants.

 

The post For Mike Dolan, co-founder Mijenta, Sustainability Equals Success appeared first on Chilled Magazine.

Source: Mixology News