Sprinting Forward Like Its Namesake Mascot, 400 Conejos Becomes the Number One Selling Mezcal in the U.S.

Jersey City, N.J., October 21, 2025 – 400 Conejos®, Mexico's top-selling mezcal, is now the number one selling mezcal[1] in the U.S. and the world[2], ranking first after a year of unprecedented growth marked by a 38% increase[3] in depletions in 2024.

400 Conejos' growth was first fueled by its popularity in Mexico, the birthplace of mezcal, where it quickly achieved and maintained a top-selling position among the very drinkers who know the category best. That performance helped fuel its success in the U.S., where 400 Conejos has seen surges both off- and on-premise, as both seasoned and new-to mezcal drinkers discover the brand's signature mischief-making conejo (or rabbit) on shelves and back bars, and come to love it in a range of playful cocktails, traditional neat sips, and on the rocks. Beyond mezcal drinkers, more and more spirits fans have also found their way to mezcal, with whiskey and tequila fans in particular embracing the category more and more. Just this year, 400 Conejos Joven was named "Mezcal of the Year" at the 2025 Bartender Spirits Awards.

"Simply put, 400 Conejos is on fire. When the brand launched six years ago, we knew it held tremendous potential in the U.S. with not just Mexican spirits fans, but the likes of whiskey lovers with its approachably smoky profile," said Lander Otegui, EVP of Innovation and Marketing at Proximo Spirits, owner of 400 Conejos. "Especially when it comes to on-premise, the liquid has quickly become bartenders' go-to mezcal of choice - a testament to its quality, authenticity and approachability that has allowed it to lead the category so quickly."

400 Conejos Mezcal is crafted from a selection of agaves cultivated in the Central Valleys of Oaxaca, an ideal part of the region with a semi-arid, warm microclimate that provides the perfect growing conditions for this diverse array of agaves, emblematic of the land's terroir. Each mezcal is crafted by hand using traditional methods. After the agaves are hand-harvested and leaves stripped away, their piñas – the agave's cores – are hand-cut before being slow-roasted in conical earthen pits over firewood for several days. The cooked pinas are then pressed in a traditional tahona before being fermented in small sabino wood vats for several days, twice distilled in small, copper pot stills, and brought to proof using demineralized spring water. Its array of artisanal mezcals includes:

• Joven: an exquisite introductory mezcal crafted from Espadín agave matured an average of 7 to 8 years in the field; soft on the palate with hints of fresh wood that are subtly combined with sweet notes of cooked agave, this mezcal was named "Mezcal of the Year" at the 2025 Bartender Spirits Awards.
• Reposado: crafted from Espadín agave and distilled using copper stills, this mezcal is aged for 3 to 6 months in American oak barrels, emerging with a radiant caramel hue that offers a softer, sweeter taste, enriched with notes of vanilla and caramel.
• Añejo: distilled from Espadin agave in traditional copper stills, this mezcal undergoes a meticulous aging process in American oak barrels for at least 12 months. The result is a fusion of flavors, including notes of vanilla and caramel with a velvety texture.
• Cuishe: crafted with a blend of Espadín and Cuishe agaves that have matured in the field for an average of 10 years to deliver sweet agave, floral, and earthy tones, with a hint of smoke.
• Tobalá: a carefully selected blend of Espadín and Tobalá agaves that have matured in the field for an average of 12 years to create a mezcal that exudes citrus and orange blossom aromas alongside hints of mesquite and fruitiness, culminating in a soft and balanced finish.

The brand's embrace of tradition also comes through in its appreciation for Mezcal's spiritual roots, with a name inspired by an ancient Mesoamerican myth. It was said that only the spiritual elite were allowed to commune with the gods, and they did so by drinking agave-based elixirs. The gods of these drinks were collectively called "400 conejos (rabbits)," with the number 400 standing for "innumerable" and "uncountable". Ancient belief held that mezcal allowed the spirits of 400 rabbits to take over and reveal one's true identity.

Today, 400 Conejos continues to pay homage to that sense of myth and mischief in everything it does.

About 400 Conejos®

400 Conejos is the top-selling mezcal brand in Mexico and the U.S. Rooted in Mesoamerican tradition and lore, each bottle offers an invitation to choose mischief and venture down the rabbit hole with every pour. Its core expressions include Joven, Reposado, Añejo, Cuishe, and Tobalá, crafted from a variety of carefully-selected agaves in Oaxaca, Mexico. The result is a well-balanced spirit with layers of smoke, earth, and subtle sweetness. Internationally recognized and beloved by bartenders, 400 Conejos delivers a smooth and approachable flavor, appealing to first-time mezcal drinkers and aficionados alike.

400 Conejos® Mezcal. 40% Alc./Vol. (80 proof). Trademarks owned by Crista La Santa, S.A.P.l. de C.V. ©2025 Proximo. Please drink responsibly.