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BEHIND THE BAR: TEQUILA
TEQUILA
Photo: Milagro Tequila.
3 Raspados
New trends and old traditions keep tequila in the spotlight. BY ASHLEY BRAY
barbizmag.com
T
equila is the fastest-growing spirit category in the US,” says Katherine Foley, brand manager for Los Arango®, a tequila from Infinium Spirits. It’s easy to see why—it’s the marquee spirit in many classic cocktails, and it’s a big player in the wellness movement thanks to being gluten free, low in sugar and calories, and flavorful smooth. Trending in Tequila That smoother taste also plays into the premiumization trend that’s sweeping across not only tequila, but the entire spirits market. “Ultra-premium spirits is the number-one category in the U.S. in
total dollar sales,” says Foley. “People are looking to sip top-shelf, premium, and luxury tequilas and are willing to pay the price for their favorite bottles. I think, in general, people care more about the ingredients and the quality of the liquid they are consuming, thus gravitating towards higher-end tequilas.” Nayana Ferguson, COO/co-founder of Anteel Tequila, agrees. “We have seen more people sipping tequila rather than taking shots. A smooth blanco tequila and a splash of lime, pineapple, or mango is a big trend right now. That is exactly what we tried to capture with our Coconut Lime Blanco Tequila, and so far, it has worked extremely well,” she June/July 2020
Bar Business Magazine
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