Founded by a group of hospitality veterans including chef Enrique Olvera, Manojo has gained rapid traction by sourcing its spirit from fifth-generation mezcaleros Joel Velasco and Felicitas Hernández in San Luis del Río, Oaxaca. The brand has already secured shelf space at high-profile venues like Cipriani, Edition Hotels, and Mr. Chow, positioning itself as a premium choice for retailers and restaurants that prioritize authentic, traditional production methods.

Co-founder Nes Rueda stated that the alliance provides the necessary scale to reach new accounts and bolster consumer education. This move follows a successful 2025 campaign for the brand, which included a Master Award at The Spirits Business Global Mezcal Masters and a 95-point rating from Wine Enthusiast. By aligning with the world's largest beverage alcohol distributor, Manojo intends to deepen its investment in account development and expand its footprint beyond its current New York stronghold.