Mijenta, the award-winning, additive-free and sustainable tequila from the highlands of Jalisco, is making its debut in the South African market.
Mijenta, which recently became the first – and to date, only – tequila to receive B Corp certification from non-profit organization B Lab, launched its first expression in September 2020 and is currently available in a rapidly growing number of the biggest tequila markets worldwide. Now with three high-quality expressions in its portfolio, each with ratings of 97 points or higher, the brand has already been met with enthusiastic reception in South Africa.
“We are extremely proud to introduce Mijenta Tequila to the South African consumer. The exceptional efforts Mijenta undertakes to produce their multi-award winning expressions with a passion for sustainability and giving back to community sets an example for the future of tequila production”, says Carolina van der Horst, Managing Director of Firebrand Africa, which distributes Mijenta in South Africa. “Following the initial introduction of Mijenta Reposado in South Africa, we are excited to build on that success as we expand Mijenta’s portfolio and presence across the country.”
One of the most trusted, respected and awarded tequila authorities in Mexico, Mijenta’s Maestra Tequilera Ana María Romero brings over 25 years of experience in the tequila industry and has overseen Mijenta’s entire creation process. With each element of its process carefully calibrated to create Mijenta’s signature aromatic palette, Romero uses only the best ingredients and traditional techniques to create a complex but balanced bouquet of flavours, which is fruity and floral with hints of minerality.
Each of Mijenta’s expressions has been met with accolades from industry experts. For instance, the Blanco received 97 points from The Tasting Panel and has been awarded with the Robb Report Best of the Best Award as Best Unaged Tequila of the Year. Mijenta Tequila Reposado received 99 points from The Tasting Panel, as well as a Gold Medal from The Fifty Best and Gold in Tequila Aficionado’s Brands of Promise, among other accolades. Finally, Mijenta Tequila Añejo Gran Reserva was awarded 99 points from The Tasting Panel and is the brand’s most exclusive and refined expression to date.
Importantly, Mijenta Tequila never uses any additives and has been Confirmed Additive Free by Tequila Matchmaker through 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.
The Mijenta Blanco and Reposado are already available in South Africa and the Añejo is expected to follow in Q1 2023. The Blanco is defined by its aromatic, elegant and complex character, with unfolding notes of cantaloupe, honey and cinnamon.
The Reposado, the brand’s second expression, presents a more mature and fuller taste, possessing a delicate and inviting vanilla nose with notes of bergamot, honey, preserved fruits – such as cherry and pear – and orange blossom flowers, together with a mid-palate of cacao nibs.
Mijenta Añejo, the most exclusive and refined Mijenta offering to date. Aged for 18 months, it offers a more complex, intense and exquisitely well-blended flavour profile that will elevate any special occasion.
“Whether sipping neat or enjoying in a cocktail, Mijenta is the perfect tequila to enjoy with family and friends. We are thrilled for the South African market to experience Mijenta’s unparalleled tasting notes while at the same time learning more about the ethos that drives our brand, which is focused on sustainability, community and support for local businesses throughout every step of the process,” explains Juan Coronado, Co-Founder of Mijenta Tequila.
The brand’s name, Mijenta, is inspired by the phrase, “Mi Gente”, which translates to “My People”, and encapsulates the community-focused mindset and approach that defines the company. Mijenta’s brand slogan, “Por la tierra. Por la gente. Por la vida.”, is Spanish for “For the land, for the people and for life.”
Built around core values of environmental sustainability and giving back to the community, Mijenta has been committed to acting responsibly since its launch. 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.
All of Mijenta’s products are carbon neutral and all packaging elements are eco-friendly, from the labels and boxes down to the sealing ring in the bottle cap. Working with ClimatePartner, the company has to date offset nearly 720,000 kilograms of CO2, through which it has helped to fund community- and sustainability-focused programs in Mexico, Colombia and Brazil.
Mijenta Tequila is available at premium liquor stores including Woolworths, PickNPay, Checkers Liquorshop, Norman Goodfellows, Whiskey Brother and online retailers.