There’s something special happening in the Tequila world right now. You might’ve noticed it last Friday when you went to your usual stomping grounds after work. Or maybe you picked up on it when you where catching up on your socials, the whirlwind of posts and articles forming a vague image of this phenomenon in your mind. What’s being made clear is that Tequila is having its moment in our culture, and the more you see of it the more it pulls you in. There’s an alluring quality to the liquor that you can’t quite describe; all you know now is that you want to know more.
The Agave Revolution
With Tequila well on its way to becoming the liquor of the moment, it’s no wonder people are starting to ask more questions. A part of what makes it so enticing is the mystery that, unlike other liquors of the same vein, shrouds every facet of its existence. The “agave revolution” has been extending its hand across all demographics - from industry veterans to wide eyed, newly-impassioned draftees – and with this extension comes the inevitable hailstorm of media critiquing, discussing, comparing and analyzing the world of Tequila. The objective of this months piece, though ambitious as it may be, is to help the tequila consumer understand and embrace this cultural shift towards Agave Spirits.
Take a second to reflect on what comes to mind when you think of the word “Tequila”. More specifically, think about the experiences you’ve had or have heard others have with it. Whether misfortunate or the story of a lifetime, it often goes without saying that Tequila, in the past, has accumulated the reputation of being something you drink a lot of, and fast. Most people associate it with shooting, and the idea of sipping it is simply out of the realm of possibility. This is part of why we’ve been so invested in this culture for so long, and have sought out its untapped potential as years have gone on.
Thankfully, we’re quickly advancing past the days of cheap shooters and ungodly hangovers. The emergence of high-quality premium and ultra-premium tequilas are allowing people to see things from a different angle – after all, you wouldn’t shoot down a 500$ ounce without asking some questions first. These tequilas offer a much more refined sipping experience, allowing newcomers to train their pallets to detect the plethora of different notes and flavours spread throughout the drink. The bottles of these premium agaves are as informational as they are elegant: owners can indulge themselves with information on the agaves used, the region it was produced in, and the history of the distilleries producing them.
Why the change?
What is now contributing to the shift in attitudes towards tequila is the same thing that guided the proverbial explosion of IPA’s and microbreweries in the 2010’s – a deepened curiosity and appreciation for the craftsmanship of the product. What makes Tequila, of all liquors, the most susceptible to this phenomenon is it’s incredibly rich and storied history. Once exposed to the range of above-mentioned premium tequilas, a yearning for more begins to set in. Education is as crucial to the ongoing movement as the tequila itself, and the more being invested into fostering an appreciation for the drink, the further it’ll go as a movement. This is a large part of why we do what we do, sharing our stories and experiences with you; education, after all, is one of the cornerstones of the Tequila industry.
The world of Tequila, especially now, may seem daunting. This piece is a small reminder that there is no wrong time to envelop yourself in this incredibly rich and fascinating side of the alcohol industry. We’re thrilled to do our part in an ecosystem of knowledgeable and impassioned Tequila lovers, and in the coming months will be setting the stage for Tequila drinkers of all ranges to become better acquainted with it. Tequila is shedding its former reputation as a frat favourite into something that demands respect, admiration, and understanding, and our goal is and will always be to equip you for this shift, every step of the way. Trust us – we know what’s up with Tequila.