#SWAAYthenarrative

This Edgy New Mezcal Brand Harnesses Magic And Myth

Business

It's not often that you get the opportunity to become business partners with a close friend, and even rarer that you come together to create a brand so visually unique and pointedly representative of this #girlboss revolution.


Dynamic duo AdrinAdrina and Elliott Coon have joined forces to create this art-infused mezcal brand that emits glamour and hipster chic vibes before you've even had the chance to sample the herbal damiana taste. As we've said before, being a female in the drinks business isn't easy, but the more women continue to invade the industry, the more rewards are reaped.

"We kind of came into spirits through the side door."

-Elliott Coon

The pair grew up together in the mountains of Virginia, and having been friends for years they began thinking of business ideas. “We started brainstorming a commercial venture that would bring together all of our interests" says Coon. By 2012 the duo had settled on the conception of a speakeasy that would be focused heavily on mezcal.

The bar, named Gem&Bolt proved a huge success, and gave the pair an opportunity to explore with mixology and mezcal infusions. "At the speakeasy we were serving mezcal infused with herbs," says Coon. The team subsequently became fixated with the herb damiana, said to have mythological properties (mostly related to sexual prowess and libido). The ladies then discovered that elixirs made from damiana and used in conjunction with mezcal were the most fruitfully sold, not to mention the most tasty. What began as an art project, would soon become their next business venture as they decided to take mezcal up to Oaxaca and begin hand-infusing the liquor.

"That was the beginning," AdrinAdrina says, "when we were really experimenting." The organic growth from the bar spurred the project and before long they were bottling the infusion.

The reason for the name? “In Oaxaca, we serendipitously discovered the ancient Zapotec myth of mezcal where a lightning bolt strikes the gem (or heart) of the agave plant, roasting and fermenting its sugars, creating the mystical sap now known as mezcal," Elliott explains.

They realized there was an opportunity to expand on the concoctions created in the bar and looked to find a chemist to begin the process of distilling and making their own mezcal.

"[The business] very quickly got very serious"

-Elliott Coon

Coon began working with chemists to define the spirit's composition with a focus on it being a pure, clean offering. Their resulting product is made without artificial yeast or additives and is 100% agave based, versus its tequila counterpart whose regulations are not as strict. But of course, it was the damiana that would come to characterize the brand and its different taste.

We asked AdrinAdrina if the company encountered any hurdles because its founders were women in a male dominated industry. She told SWAAY, "honestly we expected to have difficulties within the industry but we were welcomed with open arms into the mezcal community."

The mezcal world proved to be one deeply rooted in values of integrity and inclusiveness. "It is very protective of itself," says Drina. "In general it veers to engaging people who they feel have integrity and will bring integrity to the category." Thus, Gem&Bolt would find a welcoming home in the hills of Oaxaca because, she recalls, "for some reason, the people we were engaging - mostly men, thought that we would bring that to the table."

In 2015 they took on a partner in successful entrepreneur Jody Levy, founder of Watermelon Water. They would then look to someone with more experience in the alcohol industry and found in Lisa Derman, former COO of Stoli Vodka U.S, the perfect candidate for the job. Derman's near 25 year career in the industry proved her a worthy pick for CEO within the all-female team, and she reflects that as soon as introduction to the girls occurred, "I became mesmerized by the brand."

"Consumers in general are focusing on what they're putting into their bodies and we really want to emphasize more that mezcal is a clean spirit" -Lisa Derman

Derman's lucrative and long career in the industry made her a perfect fit for the brand. "Having been in the industry for 25 years I really had not seen anything like this, and I love the idea of mezcal as a new category," says Derman, underscoring that the brand Drina and Coon had created was something intrinsically unique. "The combination of the branding, the art, the herbs and the focus on botanicals - it's just such a great combination with a focus on health and wellness also because agave is plant-based."

Derman is very optimistic about mezcal's future, and notes that its growth rate has double and tripled in the last few years. "Mezcal is gaining notoriety because of the authenticity and artisanal production process," she says. "Much like whiskey, people are approaching it with connoisseurship." There's an opportunity with mezcal to talk about the production process, the harvesting, which adds an authentic story behind the product. The agave plant itself has to grow for eight to ten years before its harvested, and once ready, workers adopt a hands driven approach - crushing the plant with stone before distilling in small copper pots.

Having first launched in Austin, Texas in June of last year, Gem&Bolt is now available in L.A, New York City and upstate NY. The founders will look to Colorado next because of its pension for mezcal, and eventually further afield. "There's a big agave market there for tequila and metal and then we will look to Florida," says Derman. In keeping with the brands unconventional, style-forward position, AdrinAdrina and Coon were chosen to walk in the Gareth Pugh show at London Fashion Week as part of a positive, strong women protest. They say they would love for their spirit to be available in the UK, but building in the U.S. is the current priority. "Our focus right now is in the U.S but we already have some activation in Mykonos and Ibiza, London and Berlin," says Drina. "London is clamoring for Gem&Bolt. And how could it not - how often is it you see a brand with such artisanal flair and a pair of founders this fabulously passionate? It's rare and it's divine.

3 Min Read
Health

7 Must-have Tips to Keep You Healthy and Fit for the Unpredictable COVID Future

With a lack of certainty surrounding the future, being and feeling healthy may help bring the security that you need during these unpredictable times.

When it comes to your health, there is a direct relationship between nutrition and physical activity that play an enormous part in physical, mental, and social well-being. As COVID-19 continues to impact almost every aspect of our lives, the uncertainty of the future may seem looming. Sometimes improvisation is necessary, and understanding how to stay healthy and fit can significantly help you manage your well-being during these times.

Tip 1: Communicate with your current wellness providers and set a plan

Gyms, group fitness studios, trainers, and professionals can help you to lay out a plan that will either keep you on track through all of the changes and restrictions or help you to get back on the ball so that all of your health objectives are met.

Most facilities and providers are setting plans to provide for their clients and customers to accommodate the unpredictable future. The key to remaining consistent is to have solid plans in place. This means setting a plan A, plan B, and perhaps even a plan C. An enormous amount is on the table for this coming fall and winter; if your gym closes again, what is your plan? If outdoor exercising is not an option due to the weather, what is your plan? Leaving things to chance will significantly increase your chances of falling off of your regimen and will make consistency a big problem.

The key to remaining consistent is to have solid plans in place. This means setting a plan A, plan B, and perhaps even a plan C.

Tip 2: Stay active for both mental and physical health benefits

The rise of stress and anxiety as a result of the uncertainty around COVID-19 has affected everyone in some way. Staying active by exercising helps alleviate stress by releasing chemicals like serotonin and endorphins in your brain. In turn, these released chemicals can help improve your mood and even reduce risk of depression and cognitive decline. Additionally, physical activity can help boost your immune system and provide long term health benefits.

With the new work-from-home norm, it can be easy to bypass how much time you are spending sedentary. Be aware of your sitting time and balance it with activity. Struggling to find ways to stay active? Start simple with activities like going for a walk outside, doing a few reps in exchange for extra Netflix time, or even setting an alarm to move during your workday.

Tip 3: Start slow and strong

If you, like many others during the pandemic shift, have taken some time off of your normal fitness routine, don't push yourself to dive in head first, as this may lead to burnout, injury, and soreness. Plan to start at 50 percent of the volume and intensity of prior workouts when you return to the gym. Inactivity eats away at muscle mass, so rather than focusing on cardio, head to the weights or resistance bands and work on rebuilding your strength.

Be aware of your sitting time and balance it with activity.

Tip 4: If your gym is open, prepare to sanitize

In a study published earlier this year, researchers found drug-resistant bacteria, the flu virus, and other pathogens on about 25 percent of the surfaces they tested in multiple athletic training facilities. Even with heightened gym cleaning procedures in place for many facilities, if you are returning to the gym, ensuring that you disinfect any surfaces before and after using them is key.

When spraying disinfectant, wait a few minutes to kill the germs before wiping down the equipment. Also, don't forget to wash your hands frequently. In an enclosed space where many people are breathing heavier than usual, this can allow for a possible increase in virus droplets, so make sure to wear a mask and practice social distancing. Staying in the know and preparing for new gym policies will make it easy to return to these types of facilities as protocols and mutual respect can be agreed upon.

Tip 5: Have a good routine that extends outside of just your fitness

From work to working out, many routines have faltered during the COVID pandemic. If getting back into the routine seems daunting, investing in a new exercise machine, trainer, or small gadget can help to motivate you. Whether it's a larger investment such as a Peloton, a smaller device such as a Fitbit, or simply a great trainer, something new and fresh is always a great stimulus and motivator.

Make sure that when you do wake up well-rested, you are getting out of your pajamas and starting your day with a morning routine.

Just because you are working from home with a computer available 24/7 doesn't mean you have to sacrifice your entire day to work. Setting work hours, just as you would in the office, can help you to stay focused and productive.

A good night's sleep is also integral to obtaining and maintaining a healthy and effective routine. Adults need seven or more hours of sleep per night for their best health and wellbeing, so prioritizing your sleep schedule can drastically improve your day and is an important factor to staying healthy. Make sure that when you do wake up well-rested, you are getting out of your pajamas and starting your day with a morning routine. This can help the rest of your day feel normal while the uncertainty of working from home continues.

Tip 6: Focus on food and nutrition

In addition to having a well-rounded daily routine, eating at scheduled times throughout the day can help decrease poor food choices and unhealthy cravings. Understanding the nutrients that your body needs to stay healthy can help you stay more alert, but they do vary from person to person. If you are unsure of your suggested nutritional intake, check out a nutrition calculator.

If you are someone that prefers smaller meals and more snacks throughout the day, make sure you have plenty of healthy options, like fruits, vegetables and lean proteins available (an apple a day keeps the hospital away). While you may spend most of your time from home, meal prepping and planning can make your day flow easier without having to take a break to make an entire meal in the middle of your work day. Most importantly, stay hydrated by drinking plenty of water.

Tip 7: Don't forget about your mental health

While focusing on daily habits and routines to improve your physical health is important, it is also a great time to turn inward and check in with yourself. Perhaps your anxiety has increased and it's impacting your work or day-to-day life. Determining the cause and taking proactive steps toward mitigating these occurrences are important.

For example, with the increase in handwashing, this can also be a great time to practice mini meditation sessions by focusing on taking deep breaths. This can reduce anxiety and even lower your blood pressure. Keeping a journal and writing out your daily thoughts or worries can also help manage stress during unpredictable times, too.

While the future of COVI9-19 and our lives may be unpredictable, you can manage your personal uncertainties by focusing on improving the lifestyle factors you can control—from staying active to having a routine and focusing on your mental health—to make sure that you emerge from this pandemic as your same old self or maybe even better.