Mezcal El Silienco is back and under new ownership, marking a new era for the mezcal brand. Following IJW Whiskey’s acquisition earlier this year, El Silencio returns with expanded resources and its new “Find Your Silence” campaign — a celebration of pause, reflection, and the art of savoring every moment.

Launched in 2013, Mezcal El Silencio sets out to honor generations of mezcaleros while embracing modern expression, influence mixology and lifestyle trends, and establish itself as a leader in authenticity and innovation. Now, under IJW’s stewardship, El Silencio plans to lay the foundation for international growth.

“With Mezcal El Silencio, we saw an iconic brand with deep cultural roots, a passionate following, and the potential to once again lead the mezcal category,” Isser Elishis, IJW Whiskey CEO, said in a news release. “El Silencio, already a top-three mezcal by volume in the U.S., perfectly positions us to build a global brand that honors its artisanal heritage while expanding its reach and influence worldwide.”

The new campaign encourages consumers to explore the quieter, more reflective side of mezcal. As part of the campaign, El Silencio has partnered with celebrated bartender Diego Livera (The Dead Rabbit, San Patricios), known for his sensory-driven approach and deep connection to Mexican flavors. Livera crafted the brand’s signature cocktail and ritual: El Silencio’s Piñata de Navidad, a seasonal serve paired with a mindful tasting moment that invites guests to slow down and reconnect before the first sip.

“‘Find Your Silence’ is about reclaiming moments of stillness in a world that rarely slows down,” Juan Pablo Correa, head of marketing for Mezcal El Silencio, said. “We’ve always believed that El Silencio is more than a mezcal. It’s an invitation to be present and truly savor the unique attributes of the spirit. Partnering with Diego Livera, who is well respected in the industry, to create our signature cocktail and ritual allows us to bring that idea to life through taste and experience.”

The cocktail — featuring El Silencio Espadín, pear, guava, apricot, and cinnamon — creates a smoky yet bright and subtly spiced flavor profile. Before taking the first sip, guests are invited to engage in a simple but meaningful ritual – smell the cocktail, taste it, and then enjoy a coconut macaroon – encouraging mindfulness and connection with the present moment.

“Even though I work in an environment that seldom lends itself to stillness and quiet, I value those slower moments,” Livera said. “When we pause and reflect, especially on what we’re consuming, we begin to see what’s hiding in the noise. With this cocktail and its ritual, I hope to create a small window of stillness; that moment before the first sip when the world quiets. That pause is the invitation to ‘Find Your Silence’.”

The Piñata de Navidad cocktail will debut at San Patricios in Jersey City beginning December 1 through December 31, where guests can experience the full ritual throughout the holiday season. With this relaunch, El Silencio embarks on an ambitious new chapter, bringing bold creativity, expanded reach, and renewed energy to the U.S. mezcal category and beyond.

El Silencio is now widely available at select retailers across the U.S. 

• Espadín (SRP: $35.99): A robust yet approachable expression, Espadín highlights the heart of traditional mezcal making.
• Ensamble (SRP: $79.99): Ensamble is a delicate mezcal crafted at 40% ABV to welcome both newcomers and connoisseurs alike.
• Rare (SRP: $199.99): Rare is a small-batch mezcal released in limited quantities, that showcases the spirit’s most nuanced side.

Read more: Mezcal Güey Makes Debut in U.S. Market

About Mezcal El Silencio

Founded in 2013, El Silencio is a mezcal crafted in San Baltazar, Oaxaca, Mexico. Made from meticulously selected 100% agave, each batch is slow-roasted, naturally fermented, and double-distilled in copper stills to produce a clean, complex, and smoky spirit. Now under new ownership by IJW Whiskey, the brand continues to combine deep roots in traditional mezcal production with a bold, contemporary presentation. To learn more about Mezcal El Silencio, visit www.silencio.com.