Did you miss our other installments in the Women in Hospitality series? Read about Hawaiian bartender Mari Howe, Master Distiller Elizabeth McCall, and Brand Co-Founder Brittany Merrill Yeng!
Shirley Leigh-Wood Oakes, CEO and Partner of Mezcal Campante, is paving the way for female consumers and women in the spirits industry. Leigh-Wood Oakes spent her career building up brands throughout the premium and luxury spaces from tech and car brands to hotels and other luxury spirit brands. Already a spirits lover, she was drawn to the industry by a deep interest in how craft beverages were made.
Although not originally a huge mezcal drinker, Leigh-Wood Oakes was taken by the spirit once she learned about its technique, it history, and her family’s love for Mexico. She had two things that needed to be achieved with the mezcal: It had to be smooth, and it had to be easy to drink. Mezcal Campante was launched in 2019 alongside partners Luca Longobardi and José Luis Bustamante.
We chatted with Leigh-Wood Oakes about trends, agave spirits, mezcal in the on-premise, and more! Read the full Q&A below!
What mezcal/tequila trends do you expect to see in 2023?
We can expect to see more mezcal cocktails hitting cocktail lists. Mezcal does not have a signature cocktail like tequila or other spirits. Due to this, it can be difficult for the consumer, but this is a positive. It allows the consumer and the industry to showcase different cocktails that pair well with mezcal, meaning the opportunity for consumer appreciation and adoption is significant.
With this, we will see more creativity with mezcal cocktails. Mixologists have loved mezcal for many years; it's just taken the consumer a little longer to catch up. Now the consumer is there, and they are thirsty (pun intended) to discover more. But it doesn't have to be complicated, and I am excited about this. We will see exciting and unique flavors that are unique yet simple.
More retailers will start to list a more interesting selection of mezcals. Tequila has dominated the agave spirits sector for many years, but now that the consumer's understanding has deepened and their palate whet, they are ready to explore. Most establishments list a limited selection of mezcals, if any. There usually is a well and the possibility of a celebrity edition, unless they are an agave spirits-focused venue. This is going to change as consumer demand increases, and retailers will see the need for a better selection. The issue for the retailer is going to be balancing that offering so that it is manageable.
Within the agave spirits sector, we can expect to start seeing more types of spirits coming to the main market, like sotol, raicilla, and Bacanora. I encourage people to try these when they can broaden their understanding of the sector.
Any advice for how the on-premise can better introduce guests to mezcal?
The key is to have a mezcal that is easy on the palate and approachable for the consumer. Not overly smoky, too complex in flavor, and only drinkable either in a cocktail or neat. You want to have a mezcal that the 'mezcal curious' consumer can appreciate. It's hard for many consumers to jump head-first into this category. The smoke for many is intense, and they need to be eased in with mezcal so that they can adopt and start their journey.
Agave spirits are very popular right now. What do you think is behind the increased interest?
Well, tequila has done an excellent job these last 10 years of really bringing agave spirits to the forefront of the industry. I remember when I used to offer a friend a tequila 10+ years ago, and they would instantly turn me down. Now, everyone drinks tequila. We have some brands to thank for this and a few not to thank, but let's not get into that. The main point is that tequila has pathed the way for other agave spirit categories to come forward, and I am excited for what's to come.
I always have enjoyed agave spirits, tequila was always my spirit of choice until my journey with mezcal, but I think there was a personal reason I gravitated to agave spirits. I simply found them easier to enjoy, not only due to the taste, but also the way they made me feel.
What does it mean to you to be a female leader in the alcoholic beverage industry?
It's a privilege to be a leader in this industry. I strive, like any other leader, to excel and succeed in building an incredible brand and company. Does it come with some extra steps as a woman? Potentially. But no more or no less than other industries. As a woman, we just need to make sure that we continue to move the industry forward and recognize key areas for development and growth that we can be a part of. I am focused on growing this beautiful category and sector to new heights. I am not doing this alone, so it gives me great pleasure to meet other leaders, male or female, in this industry driving to do the same.
Over the last few years, I have seen a clear shift in the number of women within the industry, especially in mezcal. I am excited to see more female leaders taking the reins of major departments and companies in the industry, not only within brands and marketing companies, but also within the distribution and importer sector, an area predominantly male-dominated.
Any advice for other women in the industry?
- Don't be afraid to ask for advice; no one successfully achieves anything without advice. Find a female and male mentor in the industry and learn from them both.
- Don't be afraid of emotion but understand how to manage it and focus it where it's needed. It is one of the many things that make women extraordinary and essential to this business, especially when looking at the power of brand and consumer engagement.
What's your favorite mezcal cocktail at the moment?
Definitely depends on the mood, which is great because mezcal, if a well-balanced mezcal, can be enjoyed in many different cocktails. I love a Closing Argument, which is a mezcal-based Last Word, and I really think it shows how well-balanced Campante is as it works perfectly with the other equal part ingredients.
I recently tried a Garden Sour, which I had never tried before, and I can see that becoming a favorite for spring.
But there truly is nothing more straightforward and more refreshing than a mezcal margarita, but try it with clarified lime and no Triple Sec. Let the mezcal and the lime do all the talking.
Oh, and for the Aperol lovers out there, try a Mezcal Spritz. You are going to love it.
Plan to Attend or Participate in Bar & Restaurant Expo, March 27-29, 2023
To learn about the latest trends, issues and hot topics, and to experience and taste the best products within the bar, restaurant and hospitality industry, plan to attend Bar & Restaurant Expo, March 27-29, 2023 in Las Vegas. Visit BarandRestaurantExpo.com.
To book your sponsorship or exhibit space at Bar & Restaurant Expo, contact:
Veronica Gonnello (for companies A to G) e: [email protected] p: 212-895-8244
Tim Schultz (for companies H to Q) e: [email protected] p: 917-258-8589
Fadi Alsayegh (for companies R to Z) e: [email protected] p: 917-258-5174
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