Júrame Mezcal launches in the UK

As the mezcal category continues to expand globally, much of the focus has remained on Oaxacan production and espadín varietals. Júrame Mezcal arrives in the UK to challenge that narrative, introducing a 100% agave salmiana expression from San Luis Potosí, a lesser-known regional style rooted in both craft and community.

Established in Mexico, Júrame built a strong domestic presence before expanding into the US. Its arrival in the UK marks the next phase of growth, bringing a Joven and Reposado, both highly approachable, less smoky and a largely undiscovered style of mezcal to the market.

A promise to a place and its people

Júrame, meaning ‘promise me’, reflects a commitment by the founding Lomelí family to the community surrounding its production and a promise between the community and the mezcal itself. Around 250 people live and work alongside the distillery in Estación Ipiña, San Luis Potosí, acting as custodians of the land and contributing to every stage from harvest to bottling.

As the brand grows internationally, it continues to support the local livelihoods and traditions that sustain it.

“Júrame is built on a promise between the mezcal, the land and the community that has sustained it for generations,” said Júrame co-founder Jose Eduardo Lomelí. “As we bring the brand to the UK, our focus is on preserving and honouring that relationship, ensuring that as Júrame grows internationally, it continues to support the people and traditions that have helped build it.

We feel this is the right time to introduce a different expression and flavour profile of mezcal to British bartenders, shaped by the character of San Luis Potosí.”

Heritage of La Flor distillery

Júrame is produced at La Flor, a mezcalería established in the mid-19th Century in the highlands of San Luis Potosí, northern central Mexico. Here, agave salmiana matures over ten to 14 years, shaped by altitude, semi-arid conditions and limestone-rich, mineral soils.

Production combines traditional methods with a lighter-touch approach: the agaves are steamed rather than pit-roasted, then fermented with wild yeasts, which preserves the mezcal’s natural fruit and floral character.

A distinct regional identity

San Luis Potosí offers a markedly different expression of mezcal to more widely-recognised regions, the combination of altitude and climate produces its unique DNA. Made from 100% wild agave salmiana, a relatively rare varietal, Júrame presents a distinctive unsmoked alternative within the category, with a fresh, refined profile that broadens mezcal’s appeal.

A versatile addition for the on-trade

Júrame offers bartenders a versatile mezcal suited to both sipping and cocktails. The Joven specifically, provides a highly accessible entry point to the category, making it an effective introduction for consumers less familiar with traditional mezcal styles.