“I love putting our Revel Avila side by side with any tequila to see how people react to it,” says actor and agave spirits entrepreneur Justin Hartley, who invested in Revel Spirits last year, partnering with its CEO and founder, Micah McFarlane. “You can tell right away how different it is.”
Hartley, 44, equates comparing Avila and tequila to lumping different varietals of red wine together. “It would be like comparing a Pinot Noir with a Cabernet Sauvignon,” he explains. “They’re both wines, but there is a completely different flavor profile.”
That profile is best described as a marriage between tequila and its smokier cousin, mezcal. While Avila is derived from the same Blue Weber agave plant, it cannot legally be labeled tequila, which must be produced in the Mexican state of Jalisco and in a handful of places in other states. Revel is made in the southern Mexican state of Morelos, so it is designated as a distilled agave spirit.