Riviera Imports has launched Tres Papalote Mezcal, a 100% handcrafted premium mezcal.

Tres Papalote Mezcal arrives in stores in the New York area, Los Angeles, San Francisco, Austin, Dallas, Houston, Miami and Chicago in October.

Cheech Marin, American actor and comedian best known as one half of the Grammy-award winning duo Cheech & Chong, will serve as brand ambassador and endorses Tres Papalote as part of his “feel good – enjoy life – have fun” persona, the company says.

Tres Papalote Mezcal is distilled from the Wild Cupreata agave plant grown on the mountaintops of Guerrero, Mexico. It is unique to the mezcal category, the company says, with a slightly sweeter and less smoky flavor than other mezcal varieties.

Tres Papalote Mezcal is available in three expressions (40%, 46%, 50%), with suggested retail prices of $45-48, $60, and $85-$100, respectively.

Yusef Austin, globally recognized as ‘The Cocktail Architect,’ has also partnered with Tres Papalote Mezcal to travel the brand’s major markets to introduce Tres Papalote and host consumer-and-trade events, the company says. Austin has previously curated cocktails for venues such as the Boom Boom Room in NYC and the Atlantis Hotel in Dubai.