Is your tequila jeopardizing Mexico?

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10/22/19 – The Durango Herald

By Lis McLaughlin

If it seems like tequila has been rising in popularity among spirits drinkers, it’s because it has. According to a 2018 U.S. market report, the global market for Tequila is expected to grow at a compound annual growth rate of about 4.1% over the next 10 years.

This boom, however, has created an agave shortage that is threatening the integrity of the product, the welfare of the agave laborers and the ecology of the agave plant.

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Americans Love Their Tequila Shots Even as Trump Bashes Mexico

08/23/16 Bloomberg

995px-Casa_Noble_tequilaWhile Republican presidential nominee Donald Trump’s supporters chant “build the wall,” more Americans are drinking beer and tequila imported from what would be on the other side.

The largest alcohol producers are stressing the need to appeal to consumers — Hispanic and otherwise — who increasingly want products with Mexican heritage. U.S. beer shipments from Mexico grew 18 percent this year through June, outpacing the 1.3 percent gain for all beer shipments, according to data from the Beer Institute.

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Mexico wants to see tequila on China’s top shelf

tequilaSmart Planet , 7/30/2013

Tequila makers are celebrating the long-awaited opening of China’s market after President Xi Jinping came here in May and, among other things, announced China would relax the restrictions that have prevented brands like Herradura, Patron, Don Julio, and José Cuervo from exporting there. The industry envisions positioning its tequila on China’s top shelf: competing for a share of that country’s fast-growing luxury lifestyle market.

Currently, 79 percent of Mexican tequila heads north to the United States, the world’s top consumer. As China gets wealthier, people are buying more liquor. Spirits sales volume rose 5 percent in 2011 to reach 4.4 billion liters in 2011, according to Euromonitor, a market research provider. And the trend towards pricier, higher quality products — “premiumization” — is happening across all categories, from traditional Chinese baijiu to Scotch whiskey.

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Mexico Tequila Market in China: Drunk With Promise

tequilaAP, 6/20/2013

Mexico wants China to loosen up and have a little tequila. Actually, lots of it. Since China President Xi Jinping and Mexico’s Enrique Pena Nieto broke a diplomatic and economic chill and agreed to boost trade, tequila producers have been gearing up to make the world’s most populous country their second-biggest market, after the margarita-loving United States.

The drink synonymous with Mexico already is available in more than 100 countries. But export of the alcoholic beverage to China has been limited by legal and sanitary restrictions. Chinese authorities changed their rules last week, deciding that the purest and best tequila, known as blue agave, has no detrimental health effects. That has opened the door for businesses in both countries to begin promoting and exploring ways to sell more tequila. With the purchasing power of 1.3 billion Chinese, tequila producers see a niche market, especially among the emerging upper class.

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Tequila: It’s not just a drink, it’s a place

The Associated Press, 10/22/11

It’s said the national drink of Mexico has magical properties: It closes contracts and opens doors, makes shy people bold and helps form friendships.

To the uninitiated, the wrong tequila consumed incorrectly also opens medicine chests.

The first thing one learns on a tour of the heart of Mexico’s tequila country is that no one here drinks tequila as a shooter — it’s better sipped from a brandy snifter or Champagne glass so that the full sweet and buttery flavors and aromas of the agave can come through.

And the aficionado never would drink anything other than a tequila made from 100 percent agave. Anything less, like the popular Jose Cuervo Gold, is a “mixto” that by law only has to contain 51 percent of alcohol distilled from agave. The rest could be any other sugary plant like the beet, which makes it potentially hangover-inducing.

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