MARÍ-MAYANS: THE IBIZAN HIERBAS WITH NAME AND SURNAME

By Laura Martínez

At Concept Hotel Group, few things excite us more than delving into the stories that have shaped the essence and culture of our island. One such story is that of Carlos and Tito Marí-Mayans, the fifth generation behind the original Ibizan herbs—Hierbas Ibicencas—with whom they share not only a name but a legacy. 145 years after their creation, it’s hard to imagine an after-meal gathering without them. This Ibiza-born spirit, which continues to gain fans beyond our shores, has just been awarded Best Spirit in Spain by the Ministry of Culture. We bring you their story through the eyes of those who know it best, straight from their factory, steeped in the aroma of thyme.

1. How far back do we need to go to understand the origins of Hierbas Ibicencas?

The story goes back to the mid-19th century, on the then uninhabited island of Formentera. There was a repopulation of the island, mainly by people from San José, likely due to some trade route favoring that connection at the time. The father of my great-great-grandfather was known in the area as “El Cirujá,” a kind of healer who moved to Formentera with his family and decided to start a business. He bought a small llaüt boat and would travel to Barcelona to bring back supplies like bandages, sewing thread, and needles. People would ask him for medicinal remedies, which he made from the plants around him. On one of these trips, he got the chance to work in a major Barcelona distillery and learned the craft: plant drying, cold maceration, steam distillation…

We even have the original record from that time where he requested a customs port for Formentera to formalize his new trade, which carried special taxes. At first, the product was preserved with sugar, later replaced by alcohol—which made the medicine more fun (laughs). The very first product was Frígola, which we still produce today. Its base plant is thyme, with a touch of orange that leaves a pleasantly spicy finish.

2. So, can we say the first Hierbas Ibicencas were Marí-Mayans?

Absolutely. In fact, we were the first to obtain the PGI (Protected Geographical Indication) seal, which certifies quality. We always try to educate people to ask by brand because, in Ibiza, you just say “unas hierbas”—but not all are the same, and not all are authentic Ibizan herbs. Many are simply herbs macerated in anise and are great—these are hierbas payesas—but they’re not distilled. Ours are, and that makes a world of difference. It’s like asking for limoncello: if it’s not made in Italy, it’s not limoncello. Hierbas must be asked for by name and surname.

3. How do you keep a brand alive for so long?

Once, I met a girl with a sizeable tattoo of our herb bottle. I had to ask why. Her answer perfectly sums it up: “Probably for nothing you’d imagine. I’ve never tasted Marí-Mayans herbs, but in my house, at every family gathering, there were always a couple of bottles on the table. To me, this symbolizes family”. That’s what we convey: family, unity, celebration—and that’s why we’ve endured through time.

4. What ingredients are in Marí-Mayans Hierbas? Are they all public, or is there a secret, like Coca-Cola?

There are 18 ingredients, and no secrets (laughs). Some include frígola (thyme), aniseed, star anise, lemon, lemongrass, and juniper berries. To put it simply, you gather local herbs you like and macerate them in anise for 2–3 months. We, however, process each plant separately. Plants have power—take poppies, for example: they can produce potent opiates. Absinthe is made from them. Most people don’t know what they’re mixing. You need to know the anise type, alcohol percentage, sugar levels, list and dry the plants (fresh ones release toxins and moisture). Our recipe isn’t perfect—but it’s ours, and Marí-Mayans always tastes the same. The process takes about a year and a month to complete, even though now it runs like clockwork, and we could bottle one in minutes. People think it’s just opening a tap, but there are strict quality standards behind every bottle.

5. But it’s not all about herbs—you’ve launched gin, tequila, and 0% alcohol versions. What’s next?

We love innovating and releasing new products every year or two. For gin, we use the same botanicals as Hierbas—juniper is macerated and distilled. We have three types: IBZ 38 – the most Mediterranean, Dry Gin – stronger, recommended with lemonade instead of tonic, IBZ Pink – strawberry-flavored, riding the pink gin wave. We recently launched Tex Mex tequila, certified by Mexico’s Regulatory Council, made in Jalisco with Blue Agave, in collaboration with a small distillery. To keep the Ibiza connection, the logo imagines Tanit, the island’s iconic goddess traveling to Mexico and returning as a Catrina (Day of the Dead skull). Our latest release is 0% alcohol Hierbas, fully faithful to the original recipe, and they taste amazing.

6. For a company with so much tradition and family legacy, how important is team spirit?

It means everything. We have an incredible team. While we’re the ones in the spotlight, the work behind the scenes is immense. The distillery is active from 5 a.m., the office from 7. We may be the visible face, but the backbone is our fantastic team—and, of course, our family heritage: parents, uncles, grandparents… We’ve taken it to another level professionally, but the foundations were laid long before us, and our job is to make sure they endure.