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Two guys from Minnesota dream up a non-tequila for $170 a bottle


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But if Revel’s secret recipe relies on two parts agave, one part heated-rocks, it’s also at least one part marketing. Only distilleries in a certain region of Mexico are allowed to call their product “tequila,” just like Champagne can only be made in one part of France. Revel’s operations are elsewhere, in central Morelos state. So instead of selling just another mezcal, Revel’s co-founders, Hector Ruiz and Micah McFarlane, who both grew up in Minnesota, simply created a new category to build a sense of mystique and novelty. The company is investing millions of dollars into the brand, marketing it with a celebrity credential, and offering its most premium product, called ....

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