With tequila remaining red hot, particularly in the premium segment, Campari Group has announced their new brand, Mayenda.

This launches with Mayenda Tequila Blanco. It’s made by Maestro Tequilero Jesus Susunaga and his team at Casa San Nicolás (NOM 1440).

Mayenda was named for Mayahuel, the Aztec goddess of agave, the company says. The production process includes macerating, or steeping, the roasted piñas (agave hearts) in the base distillate, inviting aromas and flavors of caramelized, cooked agave, the company says. Production also involves blending with agave miel, the “honey” from the agave cooking, to encourage sweetness, caramel, vegetal, floral and peppery notes.