Kimo Sabe, the new face of mezcal, has signed a three-year deal to become the official and exclusive mezcal sponsor of SXSW. The deal commences with this year's South By Southwest® Conference, where Kimo Sabe will hold numerous high-profile activations, including hosting numerous happy hour parties at the Trusted Friends Lounge inside the Austin Convention Center, a sampling exhibit at the Lady Bird Lake Outdoor Stage at live music events, as well as many other surprise pop-up activations throughout the festival. With mezcal being the fastest-growing spirit category in the world — and Kimo Sabe the fastest growing mezcal in the US — planting their flag at SXSW is another major step for Kimo Sabe in creating brand distinction in the burgeoning category. The deal was announced today by Jim Walsh, CEO and co-founder of Kimo Sabe, Ashely Walsh Kvamme, COO and co-founder of Kimo Sabe and Scott McNearney, Director of Global Sponsorship at SXSW.