Humo is crafted from Espadín agave harvested in Oaxaca and fortified with mezcal brandy distilled from the same source. By utilizing traditional earthen ovens for cooking, the brand achieves a genuine smoke profile that functions as a cocktail base for drinks like negronis or old fashioneds. This distinction allows venues holding standard wine licenses—nearly 27,000 in California and over 5,000 in New York—to circumvent the legal barriers that typically prevent the service of distilled spirits.

Alexis Beechen, CEO and Co-Founder of Ola Sol, notes that the product is designed to meet the seasonal demand for fuller, complex flavors in settings where full-liquor licenses are unavailable. The production process mirrors mezcal techniques, involving tahona milling and copper pot distillation, while maintaining a 24% ABV. The partnership with Union Beer/Blueprint Spirits aims to place this portfolio directly into a massive network of New York on-premise accounts. Oscar Delgado, Wine and Spirits Manager at Blueprint Spirits, emphasized that the product provides a competitive edge in an underserved market segment, offering an elevated option for establishments previously limited by their license status.