The Agave Lux Vision
Who Are Agave Lux
Founded, lead, managed and run by Directors Howard Baynie and Justin Kosmina we focus on providing the best service in market built on a platform of trust. We have over 25 years of liquor and FMCG experience to help us build the best business model and commercial outcomes for your business.
We own our own distillery, we own our own tequila bar, we own our business and most of all, we own our outcome. We are passionate about what we do and who we do it with. What started as a hobby for us has rapidly grown into our futures. Bringing you some of the rarest, complex aged products from Mexico to your door.
We look to support you and the people of Mexico through this journey.
We did not know it at the time, but the Agave Lux journey started in 2016 when we invested in a Raicilla distillery, high in the mountains of the Sierra Madre Occidental in Jalisco, Mexico. We bought into a relatively unknown non denomination of origin category called Raicilla thinking that everyone owned a Tequila distillery so let’s buy something else.
That purchase was call Estancia Raicilla and imported that one product to Australia. It was mainly for personal consumption, with a view to one day it being more than that, but sales grew faster than we thought.
Support from friends, family is usually how most journeys start but the Australian on-premise market really got behind an Australian owned, fruit and floral dominant Raicilla. Somewhere in between Gin, Mezcal and Tequila sat the flavour and aroma profile which drove our demand in the early days.
After winning a few global brand awards, in Australia also, some major features in key publications and the organic support grew and we started importing more and more.
Independents supporting another Aussie Independent really fuelled the demand. It was niche, unique and different to any agave-based spirit out there and we were the only Australians doing it.
Fast forward a few years and the Raicilla category achieved Denomination of Origin in August 2019 and this put the category on the global map. Business globally saw demand rapidly exceed our capacity as the number 2 player in the market.
We continue to invest and grow this brand on the global stage. The problem we faced locally with the Agave Lux business was we had to decide, do it properly and build a proper business model around Estancia Raicilla with a portfolio to match or just keep drinking our stash and sell a bit here and there.
As you know you do not build a business with one product or one brand, so we expanded our Mexican supplier network carefully. We targeted and approached key global brands that were Independent operations, they must champion sustainability, organics and a fair-trade certification and philosophy. Above all they must keep the local village people, men and women employed and supported. Growing our Australian portfolio was important and in 2017 we then signed the global legends Mezcales de Leyenda, Peloton De La Muerte and Sotol Fabriquero.
In early 2019 we brought on Corralejo Tequila and in 2020 Dangerous Don, Machetazo Mezcal, Mayalen Mezcal, Flor Del Desierto and multiple others. So here we are ... a few years later and we now focus on bringing the joys and complexity of the world’s fastest growing sprits category to Australian consumers who are looking to explore this artisanal world.
Our focus has remained simple and it is to curate niche premium spirits from Mexico for Australian drinkers. Our competitive advantage is we offer quality product that allows for targeting first pour and second pour bar strategies. Coupled with that for our drink at home consumers who search for quality, higher proof / ABV based spirits we can deliver artisanal hand-crafted quality that is not mass produced.
Our product extends from 40% to 54% ABV levels, traditional production methods, complexity and balance at price that is competitive yet respectful to the hard-working people of Mexico.
We also offer premium sipping and super rare luxury products that collectors seek. This means we can curate all your agave and Mexican spirit needs for your bar or your retail outlet or your personal collection.
We support fair trade, organic and sustainable producers, and partner with our local customers to build long term relationships, build brands and drive venue traffic.
We do not pretend to be all things to all customers, we do not make promises we can't deliver on and we partner with you for the long term.
We help educate you, train and support your venue staff. Being able to speak Spanish also helps us breakdown the global language barriers to provide the best service we can and secure the best deals possible.
Whether you are managing a bar or restaurant or simply keen to enjoy at home we have you covered.