French luxury spirits specialist Spirit Brothers has launched its Mahani mezcal in France. The label illustration is a nod to the brand’s Mexican origins and its name - Mahani translates as “animal” in Zapotec.
Spirit Brothers’ Mahani brand is hoping to tap into the small but growing market for Mezcal in France. Mahani is produced in Oaxaca, Mexico from Espadin agaves using artisanal processes, says the producer.
Mahani’s tall, elegant bottle (Pavisa) is adorned with a paper label (Multi-Color) that combines four-color printing and embossing. Spirit Brothers worked with Mexican artist and designer Eduardo Ramón on the label illustration.
The mezcal category in France is still a very small, niche market, but one that is seeing strong growth, with a 20% increase as of the end of June, Spirit Brothers tells Luxe Packaging Insight. “This growth is driven by consumers in search of new flavors, curious about high-quality, local products with an authentic history and eager to discover small, increasingly sophisticated brands,” the company explains.
Spirit Brothers was founded in 2020 by Hugues Pietrini, formerly of Moët Hennessy and Stoli Group. The company’s spirits portfolio also consists of Romanov, a Russian vodka; Duke, a Kentucky bourbon; Snow Queen, an organic vodka from cognac, and Gouverneur 1648, an XO rum from Saint-Martin.
Label illustration Eduardo Ramón