GG Mirvis, founder of Desolas Mezcal. (Credit: Courtesy of Desolas Mezcal)
A Female-Founded Mezcal Brand That’s More Than ‘Smokey Tequila’
GG Mirvis is on a mission to educate consumers about mezcal production, while bringing a one-of-a-kind mezcal to the American market.
When GG Mirvis started working in the alcohol industry, she was lucky enough to meet incredible producers almost immediately. During her frequent work trips to Mexico to try assorted tequilas and mezcals, she was introduced to a family who made mezcal from the Salmiana agave in San Luis Potosi. As Mirvis told us, “From the first sip, I fell in love – it was bright, complicated, and had an earthy smoothness to it.” The mezcal she tried in that moment had never been commercially sold before, and she decided then and there to step up and do it herself. In 2020, Mirvis launched Desolas Mezcal, a line of artisanally crafted spirits made from 100% pure Salmiana Agave – the first and only line of its kind to be sold in the United States. Today, Miami-based Mirvis is proud to offer Desolas Mezcal in states from New York to California, introducing mezcal lovers to a whole new kind of beverage while still working with that same family in San Luis Potosi to craft it.
Here’s our lightly edited Q&A, from The Story Exchange 1,000+ Stories Project.
How is your business different from others in your industry?
We’re evolving the mezcal world in so many ways, especially with the development of our reposado. It’s humbling to know we will be the first and only reposado from the Salmina region in Mexico – crafting a whole new experience for our consumers.
My broader vision is to educate consumers about mezcal – to showcase how the beverage is so much more than just the “smokey tequila” some people think it is. There are a lot of misconceptions about mezcal – we want to squash them all.
Tell us about your biggest success so far.
Our awards and accolades reflect our commitments to quality, tradition and innovation. Mezcal consumption is growing in the United States, and around the world. It’s exciting to be at the forefront of its rising popularity while offering a one-of-a-kind spirit.
What is your top challenge and how have you addressed it?
Comments from some people in the industry claiming that “this doesn’t taste like mezcal.” I believed that, if more people were exposed to different types of mezcal and different flavors – especially Desolas – they would fall in love. And I was right! Now, Desolas is recognized as one of the most awarded mezcals of the year, proving that the challenges we faced a few years back were wrong.
Also, I faced several unique challenges starting an alcohol brand while still in college, and right before a pandemic. We launched Desolas Mezcal in February 2020, right before the world closed. We had to quickly change our original rollout plans and find ways to make it work. I think the most important thing we did as a company was to steer clear of making rash decisions, while still finding ways to be creative when facing hardships. Our plans had to be altered, but we kept focus on our goals and found ways of growing even when faced with uncertainty.
What is your biggest tip for other startup entrepreneurs?
Being a woman, especially in male-dominated businesses, is a strength. We have the ability to see things from different perspectives. The advice I would give to other women pursuing their entrepreneurial dreams is: Just dive in, and don’t let doubt come with you. If you feel passionate about it and your gut says to do it, just do it. With perseverance, confidence and proper planning, anything is possible.
How do you find inspiration on your darkest days?
Everything in moderation – even moderation. That said, I live a very balanced lifestyle, managing to have fun while also staying healthy. I keep organized while staying adventurous. I am a big believer in having a routine that keeps you on the right track, especially when you’re an entrepreneur who lives a remote-work lifestyle.
Who is your most important role model?
One of the key people showing me the way has been the producer and owner of the tequila factory that I started with at the beginning of my career. When she realized that I was a young woman creating a liquor brand, she immediately said that she would help me and guide me through the process. This is one of the reasons that I still work with her and her family today – the trust, and the respect.
Instagram: @DesolasMezcal
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