In a normally functioning economy, subtle market challenges can make or break a business. In the dire economic climate of 2020, IZO Spirits Founder Gaston Martinez proved the mettle of his brand by leaning on a team mindset and his community-focused roots. A Mexican native and Mezcal connoisseur, Martinez established IZO to share with the world the historically smooth flavor of traditionally distilled agave spirits. Through teamwork and steadfast commitment to clear brand values, the company not only survived the hard-hitting pandemic market changes but expanded, increasing sales by 300% and adding four new premium spirits alongside an award-winning Mezcal.
“I am so proud of the dedicated, resilient IZO team we have built,” says Martinez. “We share a deep commitment to this brand, the mission of sharing our traditionally-crafted spirits with the world, and a belief that there is always a way to achieve success – as long as we work together.”
In spring of 2020, the US sales landscape drastically shifted due to widespread bar and restaurant closures. Still, Martinez made a way forward by exercising the very principles on which the IZO brand is built:
- A desire to share culture and tradition. Since its inception, Martinez has made clear that the mission of his brand is to share his beloved culture with the world through the smooth flavor of traditionally-crafted agave spirits. To achieve this mission, his diversified sales strategy included both onsite restaurant/bar sales, as well as consumer-facing stores like Costco. A strategic focus on retail during the 2020 market lull kept the brand strong, empowering them to increase sales by 300%.
- Respect for the land and its resources. The IZO collection is distilled from the naturally smoked hearts of distilled agave and desert spoon plant, sourced from local area ranches. This reliance on resources that are renewable and local resulted in little disruption in its main supply chain. In fact, even as some brand partners limited their capacity to 50%, IZO succeeded in adding four new premium spirits: Sotol, Mezcal Reposado, Mezcal Ensamble, and Bacanora.
- Deep roots in the community. An innate understanding of how to conduct business in Martinez’s native Mexico – relying on a mutual respect that is earned and extends far beyond culture or language – paved the way for successful export. This is especially notable considering that the team temporarily halted production in late spring of 2020, focusing all resources on crafting hand sanitizer to help safeguard local community members in need.
Experience the smooth, distinctive flavor of IZO premium spirits, each traditionally distilled and beautifully preserved in artisanal bottles designed to honor its Mexican point of origin. Discover a sophisticated Mezcal Joven, Mezcal Ensamble, Mezcal Reposado, Mezcal Añejo, Sotol, and (due February of 2021) Tequila Extra Añejo Cristalino.
Founded by Gaston Martinez – a native of Durango, Mexico – IZO is a collection of premium, handcrafted agave spirits produced sustainably right in the heart of his rural hometown according to centuries of tradition. Made sustainably from slow-roasted, wild agave hearts harvested on local ranches, every sip of award-winning IZO Mezcal speaks to generations of Mezcaleros bringing people together around shared values of community, celebration, and savoring the reward of a job well done. Every aspect of IZO pays respect to its point of origin, from the locally-sourced Onyx featured atop the bottle to the elegant, minimalist label and bottle design that allows the flavorful spirit within to shine. The pure, sophisticated taste of IZO Mezcal tells the story of centuries’ old Mexican tradition and of one man’s vision to share it with the world.
