The numbers speak for themselves: the global mezcal market is set to reach $1.35 billion in 2025, galloping ahead at a remarkable CAGR of 17.8% through 2033, thanks to a thirst for small-batch, artisanal spirits. In the US, mezcal is now a $8.3 billion market, expected to more than double by 2035, driven by a cocktail culture that prizes bold flavours and authenticity.

Europe is catching up quickly. The mezcal market on the continent will be worth $185.7 million by the end of this year, with growth outpacing most other spirit categories—peaking at a 6.0% CAGR in H2 2025. Western Europe is especially mezcal-mad, with a projected CAGR of 14.2% over the next decade. Urban bars in Berlin, London, and Amsterdam are eagerly showcasing mezcal, especially the vibrant, versatile Joven style that’s powered the category’s integration into continental cocktail lists.

Why the surge? Today’s drinkers crave both story and substance. Mezcal delivers on both: handcrafted tradition, wild agave terroir, and a signature smoky depth that begs for clever mixology.

The “Naked & Famous”: Star of the Summer

No drink better captures mezcal’s 2025 zeitgeist than the “Naked & Famous.” Invented by New York bartender Joaquín Simó, it’s an instant classic—a play on the “Last Word” that’s balanced, approachable, and stylishly complex with smoky, bitter, and herbal notes perfectly intertwined.

Naked & Famous Cocktail Recipe:
- 1oz (30ml) mezcal
- 1oz (30ml) yellow Chartreuse
- 1oz (30ml) Aperol
- 1oz (30ml) fresh lime juice

Shake all ingredients with ice and double strain into a chilled coupe glass. That’s it—equal parts, maximum impact.

For those who love a little variety, swap Aperol for Campari for a bolder bitterness, or substitute lemon for lime for a brighter lift.

Mezcal Anecdote: The Elixir of the Gods

Mezcal’s enigmatic mystique runs deeper than flavour. According to legend, mezcal’s creation was a divine accident—lightning struck an agave plant, roasting it and unleashing its inner elixir. The word “mezcal” itself comes from the Aztec “mexcalli,” meaning “cooked agave,” cementing its status as the “elixir of the gods.” Smokiness comes from roasting agave heart (piñas) in underground pits—a primal process that’s been handed down for generations.