As the demand for tequila and mezcal is holding strong in the US beverage market, choosing the right agave spirit has become more about strategic selection than simply filling a category gap. Bartenders, bar managers, and program builders are increasingly prioritizing authenticity, transparency, and versatility, qualities that directly influence menu development, cost control, and guest experience. Nock Tequila & Mezcal has entered this landscape with a clear identity and an even clearer purpose: to occupy the mid-tier premium space with clean, additive-free spirits that are accessible for programs yet elevated enough for the modern agave consumer. 

And the market is responding.

A Brand Built on Decisions—Not Trends

As Managing Partner Melissa Mathieson says,
“Life is made up of decisions… and the life cycle of the Nock brand is no different.”

One of the brand’s most notable decisions was their entry into the additive-free movement, a choice Melissa emphasizes was intentional, not evolutionary:
“This was an active decision that took a lot of time, a lot of effort, and a lot of hard work with our master distiller.”

This positioning has resonated strongly with younger drinkers on-premise. Gen Z and millennials—now the fastest-growing consumer groups for tequila—demand transparency, authenticity, and traceability. Nock leans directly into those priorities with slow-cooked agave, organic fermentation, and traditional distillation, without losing sight of price point realities for cocktail-forward venues.

Hitting The Mid-Tier Sweet Spot

The U.S. tequila category has seen explosive growth, but growth has concentrated in the ultra-premium tier, where price points can alienate guests and squeeze bar margins. Owing to tighter budgets and evolving spending habits, consumers prioritize value, fueling increased interest in the mid-tier segment. Nock intentionally built itself in the mid-tier, offering quality agave spirits at affordable rates.

Melissa states it directly:
“The market is slowing down in the ultra-premium space… We’ve made very clear decisions to grow in the mid-tier, with a clean, additive-free tequila accessible to people at a price point that works both in retail and on-premise.”

At an average SRP in the $37 range, Nock Tequila Blanco enters the well-curated agave program as:

• A cost-effective upgrade from mass-market brands
• A highly mixable spirit with enough character for signature cocktails
• An everyday sipper that still appeals to connoisseurs

The value proposition—additive-free tequila with integrity at a program-friendly price—has become one of the core reasons many bars are testing it in their lists.

Bartender-Approved: Authentic Process, Modern Balance

Nock’s production choices allow bartenders to tell a story backed by technique and terroir.

For Tequila Programs

• Blend of Highland & Lowland agaves (for both mineral structure and floral lift)
• Slow cooking in autoclave (economically viable while maintaining flavor extraction)
• Organic open-air fermentation
• Copper still, triple distillation for a clean, smooth finish, especially useful for cocktail builds

Melissa explains the rationale:
“Because we chose to go additive-free… we needed to make sure the palette stayed green, agave-forward, and smooth. The triple distillation adds that extra smoothness that makes this an everyday sipper.”

For Mezcal Programs

Nock Mezcal Joven has rapidly become the breakout product, particularly after its 95-point Gold Medal at the London Spirits Competition (2025).

Produced in San Dionisio, Oaxaca:

• 8-year single-estate espadín
• Volcanic stone pit cooking
• Stone-crushed by tahona
• Fermented with native yeasts in wooden vats
• Distilled in copper with ancestral influence

Melissa describes her producers plainly:
“These mezcaleros are not about the hype… It is the love of making mezcal.”

For mezcal programs, this authenticity, combined with an accessible price point, has translated into strong early adoption among bars wanting a “craft but attainable” mezcal pour.

Early Market Uptake: A Strong Start Built on Community

Nock’s traction in the U.S. has been built the old-school way: boots on the ground. The brand currently sees positive reception in New York City, New Jersey, South Carolina and Tennessee. With retail tastings, bartender education events, ride-along market visits, and appearances at festivals like Charleston Wine & Food, Nock is gaining the attention of working bartenders and beverage directors.

Melissa notes:
“We show a ton of support in sales—brand ambassador, tastings, events, nonprofit, community-driven support. It’s bottom-up, slow, local, steady.”

It’s a strategy bars recognize and respond to. Their menus, competitions, and influencer mixologist network have further amplified brand visibility across cocktail-focused venues.

Cocktail Versatility: Where It Performs on the Menu

Nock Tequila’s character profile—mineral, crisp, green, agave-forward—makes it an ideal backbone for:

• Tommy’s Margaritas
• Ranch Water variations
• Agave-based Highballs
• Spirit-forward riffs like the Oaxaca Old Fashioned (using their Mezcal Joven)
• Seasonal fruit & spice signatures

A Brand That Aligns With Industry Values

Beyond the glass, Nock’s commitment to ethical production and community reinvestment has resonated widely.

The brand reinvests:

• 20–25% of revenue into marketing & local events
• 2–5% into nonprofit and sustainability initiatives in both the U.S. and Mexico

Melissa outlines the philosophy:
“We don’t want to be part of the problem… We want to be part of the solution.”

Topics like fair trade, water scarcity, worker rights, and soil preservation are increasingly part of bar programs’ sustainability conversations. Nock’s stance gives beverage directors compelling material to communicate to their guests.

Looking Ahead: Where Nock Fits in 2025 On-Premise Programs

The early market reception of Nock Tequila shows a clear pattern:

• Bartenders appreciate the authenticity.
• Buyers appreciate the price point.
• Brands appreciate the transparency.
• Guests appreciate the smooth, clean drinking experience.

Melissa concludes by saying:
“Viva la vida que quieres recordar — live the life you want to remember.”

For operators seeking a reliable, story-rich, additive-free agave spirit—without stepping into luxury-tier pricing—Nock Tequila and Mezcal are positioning themselves as one of the most appealing mid-premium entrants of 2025.