In a world where handcrafted spirits are celebrated for their complexity and culture, Desolas Mezcal stands out as a testament to tradition and innovation. Founded by GG Mirvis, a visionary entrepreneur, Desolas bridges the gap between mezcal’s storied past and its bright future, offering a product that resonates with authenticity and warmth.
In a recent conversation with South Florida Digest, GG Mirvis shared her journey from pre-med aspirations to pioneering the agave spirits industry. Her story began over a decade ago with a premixed tequila coconut water beverage—long before the canned cocktail craze. That first venture paved the way for her to explore mezcal, an agave spirit with deep roots in Mexico’s culture and history.
GG fell in love with mezcal during her frequent trips to Mexico City. While exploring the local bars, she discovered the spirit’s incredible diversity—some mezcals were smoky, while others were sweet, floral, or even earthy. But when she returned to the U.S., she realized that many consumers associated mezcal solely with a smoky profile. With Desolas Mezcal, GG set out to change that narrative.
A Unique Spirit Born of Sun and Soil
Desolas is crafted from Salmiana agave, also known as the “giant green,” which grows up to seven feet tall. This unique agave, harvested in San Luis Potosí, undergoes a meticulous process that emphasizes roasting the plant to enhance its flavor. The result is a smooth, earthy mezcal that showcases the versatility of the spirit without overwhelming smoke.
Mirvis highlights that her approach to branding is deeply personal. The name “Desolas” is derived from the Latin word for sun, symbolizing positivity, light, and warmth—qualities she aims to infuse into every bottle and experience. Even the bottle design reflects this ethos, featuring green tones that represent the vibrant Salmiana agave and the importance of sunlight in its growth.
Challenges and Triumphs in a Male-Dominated Industry
Navigating the spirits industry as a female founder comes with its challenges, but GG has embraced the journey. While the sector remains male-dominated—particularly in distribution and bar ownership—she is inspired by the growing number of women entering the space. Her ability to persevere through bureaucratic delays, regulatory hurdles, and intense competition has earned Desolas multiple accolades, including the prestigious New York World Spirits Competition Best of Class win in 2024 win.
Advice for Aspiring Entrepreneurs
GG Mirvis’s entrepreneurial spirit shines through in her advice to others looking to start their own ventures. “Entrepreneurship isn’t for everyone,” she candidly shares. “It’s more demanding than working for someone else, but if you truly believe in your idea, nothing can stop you.”
She also reminds aspiring entrepreneurs that the glossy highlights on social media often mask the hard work and stress behind the scenes. For her, fulfillment comes from seeing an idea evolve into a tangible product that resonates with consumers.
What’s Next for Desolas?
As Desolas Mezcal approaches its fifth anniversary, GG has exciting plans in store. New product launches are on the horizon, and she hopes to further educate the U.S. market on the richness of mezcal, particularly the unique Salmiana agave. With every sip, GG aims to transport drinkers to the sun-soaked fields of Mexico, sharing the warmth and authenticity that define Desolas Mezcal.
Whether you’re a seasoned mezcal aficionado or a curious newcomer, Desolas invites you to experience the beauty of this handcrafted spirit. As GG puts it, “It’s not about selling a brand—it’s about sharing something truly special that speaks for itself.”For more information, make sure to check out www.desolasmezcal.com
