No Sleep Beverage, an alcohol beverage investment and consulting company, announced two significant investments made in the second half of 2024, expanding its portfolio with innovative and culturally resonant brands: Madre Mezcal and Artet.

Madre Mezcal is an artisanal spirit crafted in the rural hills of Oaxaca, Mexico. Madre is a celebration of Mother Earth, offering artisanal mezcal made in the rural hills of Oaxaca and additive-free tequila made in the highlands of Jalisco. Crafted with intention by using nature’s most intrinsic elements, Madre reflects the essence of nature in its purest form. 

The mezcal market in North America is experiencing substantial growth, with Madre Mezcal quickly establishing itself as a leading independent Mezcal brand. In 2023, the tequila/mezcal segment became the second-largest and fastest-growing spirit category in the US, with 31.6 million 9-liter cases sold (+5.7%). 

“Madre is one of America’s fastest-growing mezcal brands, driven by strong consumer demand. Its impressive sales velocity and ability to scale while maintaining its artisanal integrity make it a unique player in the mezcal space,” David No, CFO at No Sleep Beverage, said in a news release. “We believe it has the potential to be a category leader, driven by its lifestyle-driven approach that transcends the bottle.” 

Investment in Artet

No Sleep Beverage has also invested in Artet, a pioneering non-alcoholic, THC-infused aperitif. Artet uses an amaro-inspired blend of botanicals and Delta-9 THC, crafted to enhance good food, elevate social moments, and unlock the door to a new kind of mixology. Focused on social consumption occasions, Artet offers a surprisingly versatile and cocktail-friendly alcohol alternative.

The THC beverage market in North America has grown from near-zero in 2018 at the time of the Farm Bill’s enactment to $1.89B in 2023. It is estimated to have reached $2.49B in 2024 (+31.7%) and projected to grow to $14.53B by 2028 (CAGR of +50.4%). 

“In our view, Artet is taking a different approach from the rest of the cannabis beverages we’ve seen, bringing together the best of cocktail and cannabis occasions with a proposition that is uniquely positioned to succeed in the on-premise,” Charlie Rodman, No Sleep Beverage’s CMO, said. “It is a perfect substitute in those moments when people don’t want alcohol, but still want a cocktail or adult beverage.” 

Read more: Madre Mezcal Closes Latest Round of Funding

About No Sleep Beverage

No Sleep Beverage is an alcohol beverage investment and consulting company with two arms: No Sleep Beverage Ventures invests in beverage alcohol brands while No Sleep Beverage Studio consults with management teams and helps operate to guide their growth in the US market. No Sleep Beverage focuses on emerging brands that embrace culture, transcend boundaries, and elevate occasions. For more information, visit https://www.nosleepbeverage.com/.