Gran Malo, a spicy tamarind tequila-based liqueur, launched in Mexico back in 2021 and quickly gained local popularity as a spirit designed to be enjoyed as a shot. Shortly thereafter, Gallo’s chief commercial officer Britt West noticed that Americans were bringing cases of the stuff across the border when they visited family and friends in Mexico. Gallo approached the brand, formed a partnership, and now handles Gran Malo’s growing distribution in the U.S.
Over the decades, we’ve seen a few different drinks enjoy some time as the cool “it” shot in drinking culture. In the ‘70s, it was vodka. The following decade, it was Jägermeister. And in the early aughts, Fireball hit the U.S. market and took Jäger’s place. Since then, though, no other product has managed to dethrone Fireball, but perhaps Gran Malo has what it takes to do exactly that.
On this episode of the “VinePair Podcast,” Adam, Joanna, and Zach discuss the recent investment by Gallo in Gran Malo, and ponder if it could be the next spirit to become the go-to shot for drinkers. Plus: What are some of the traits that made Fireball and Jägermeister so successful in this area? Can a bottle like Gran Malo find love in higher-end cocktail bars? Tune in for more.
Zach is reading: At This Big Ten School, Tailgates Set Sail
Joanna is reading: What Happened to the Restaurant Bar?
Adam is reading: Could This Spicy Tamarind Liqueur Capture the American Market?
