In the evolving landscape of American spirits, Revel Spirits Avila stands out as a pioneering Black-owned brand that introduced a novel agave spirit category, ‘Avila,’ to the global market. Founded by entrepreneur Micah McFarlane, Revel Spirits has not only brought a distinctive product from Morelos, Mexico, to consumers but also carved a significant niche within the highly competitive agave spirits industry. Its journey reflects innovation in product development and market positioning, distinguishing itself from established categories like tequila and mezcal.
Origins and the Vision of a New Agave Category
Micah McFarlane, a Minnesota native and former music executive, embarked on his journey into the spirits industry driven by a desire to introduce a unique agave spirit. His interest was piqued around 2010, leading him to explore the diverse world of agave-based liquors beyond popular tequilas. This exploration ultimately led him to the small state of Morelos, Mexico, known for its pristine, volcanic-rich soil and a long-standing tradition of agave cultivation and distillation by local families.
In 2012, McFarlane, alongside co-founders Jacqui Thompson, Susan Clausen, and Minneapolis restaurateur Héctor Ruiz—whose family had generations of distilling experience in Morelos—officially launched Revel Spirits. The team's vision was not to create another tequila or mezcal but to establish an entirely new category for the distinct agave spirit produced in Morelos. This spirit, which the locals referred to as 'distillio agave,' was officially named ‘Avila’ by Revel Spirits, a tribute to their master distiller, Noe Avila.
The creation of the Avila category was a strategic move to differentiate the product. Tequila, by designation, must come from specific regions in Mexico, primarily Jalisco, while mezcal has its own designated states. Morelos falls outside these traditional boundaries, necessitating a new classification for its unique agave distillate. Revel Spirits’ goal was to lead and grow a full-fledged movement, educating both trade and mainstream audiences on agave options beyond the prevalent tequila and mezcal. This endeavor contributed to the broader recognition of the emergence of Black Americans in the tequila industry and other agave spirits categories.
Defining Avila: Process and Profile
Avila is crafted from 100% blue weber agave, the same plant used for tequila. However, its distinction lies in its geographic origin and the unique distillation process employed in Morelos. Unlike tequila, which primarily steams its agave piñas (hearts), and mezcal, which traditionally roasts them in underground pits, Avila blends both techniques. The agave hearts for Avila are both roasted on volcanic rocks and steamed, a dual process that imparts a flavor profile described as a hybrid of tequila and mezcal, often smoother with subtle smoky notes without being overwhelmingly so. This method aims to offer a taste that is distinct and appealing to a wide range of palates. The mineral-rich, volcanic soil of Morelos, nourished by the Popocatépetl volcano, is also credited for contributing to the unique flavor characteristics of Avila.
Revel Spirits debuted its Avila lineup with three expressions: Blanco, Reposado, and Añejo, designed to compete with higher-end sipping spirits. The Blanco is bottled directly after distillation, offering a clean finish. The Reposado is aged for 12 months in American white oak barrels, while the Añejo undergoes a 24-month aging process in French oak. These offerings quickly garnered attention, with the Reposado receiving accolades such as ‘Reposado of the Year’ at the 2018 New York International Spirits Competition. In July 2021, Revel Spirits further demonstrated its quality by winning three silver medals at the Bartender Spirits Awards for its Revel Avila Reposado, Revel Avila Blanco, and El Popo Avila expressions.
Growth, Partnerships, and Market Expansion
Since its inception, Revel Spirits Avila has steadily expanded its presence across the United States, becoming available in numerous states including Nevada, New Jersey, Delaware, Maryland, Washington D.C., New York, California, and Minnesota. Its products are carried by major retailers like Total Wine and More, Target, and Raley's.
A significant milestone for the brand occurred in May 2020 when actor Justin Hartley joined Revel Spirits as a partner. Hartley expressed his enthusiasm for the brand and the Avila movement, emphasizing the passion shared by the entire Revel Spirits team, from farmers to marketing personnel. This partnership aimed to further raise awareness of Avila and educate consumers about this emerging agave category. During the early stages of the COVID-19 pandemic, Hartley and McFarlane demonstrated a commitment to supporting the industry by donating 30% of profits from online sales of Revel Avila to the United States Bartenders’ Guild’s COVID-19 relief fund.
Navigating the Industry: Current Status
As of April 21, 2023, Revel Spirits Avila faced a 'watch' status with a 'worsening trajectory,' primarily due to operational challenges including the expiration of its Texas license 107069257 on that date. This regulatory detail indicated a setback in the brand's operational capacity within a key market. Prior to these challenges, in April 2022, the company had launched REVEL Avila Spritz®, a line of canned, ready-to-drink sparkling agave beverages in various flavors, capitalizing on the growing ready-to-drink (RTD) market.
Lasting Impact on the American Beverage Industry
Micah McFarlane and Revel Spirits Avila have made a significant and lasting impact on the American beverage industry by successfully introducing and championing a new category of agave spirits. By daring to venture beyond the established designations of tequila and mezcal, McFarlane demonstrated entrepreneurial vision and a commitment to showcasing the unique terroir and distillation traditions of Morelos, Mexico. This initiative has not only diversified the agave spirits market but also highlighted the potential for Black entrepreneurs in distilling to innovate and redefine categories within the industry.
Revel Spirits’ success in commercializing Avila underscores a broader trend of expanding consumer interest in unique, artisanal spirits and regional specialties. The brand’s efforts have brought visibility to the Morelos region and its local distillers, contributing to economic opportunities and cultural exchange. Through strategic partnerships, product diversification, and a commitment to quality, Micah McFarlane’s Revel Spirits has solidified its place as a historical innovator, pushing the boundaries of what a Black-owned spirit brand can achieve in the American and global beverage landscape.