Desolas Mezcal is entering the Colorado market with Southern Glazer’s Wine & Spirits and will be available for purchase across the state, the company states.
To commemorate the launch, Desolas is officially partnering with The St. Regis Aspen Resort’s winter-time, entertainment concept, The Snow Lodge. Desolas previously had a season-long partnership with the luxury Aspen venue earlier this year as well as its sister property, The Surf Lodge in the Hamptons.
This year, Desolas boasts a matcha margarita cocktail called the “Jade Margarita” at the venue, according to the company. This new partnership also launched with a private dinner in December alongside luxury skiwear label, Perfect Moment, and featured VIP guests including professional snowboarder Shaun White.
“We are thrilled to be back at The Snow Lodge after a successful partnership last ski season,” said GG Mirvis, founder and CEO of Desolas Mezcal, in a news release. “To be officially available in the Colorado market beyond a seasonal activation is something that we’ve been diligently working on and, with the popularity of mezcal on the rise, we are confident Desolas will be very well received. Our refreshing flavor profile is the perfect fit for a day after skiing down the mountains.”
Desolas is also the mezcal sponsor for this year’s Aspen Snow Ball taking place Feb. 3 at the St. Regis Aspen Resort. Organized by the Children’s Oncology Support Fund (COSF), this annual event raises money to fight pediatric cancer, the company states. The 2024 Aspen Snow Ball will be hosted by Giuliana Rancic and feature performances by Nile Rodgers & Chic, Tove Lo and Blond:ish.