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Welcome, welcome, welcome back to Tequila & Spirits Magazine! Special thanks to all of our subscribers, followers, and sponsors from around the world. Thank you for your continued support. We want to be entertaining and informative but above all useful. Inside this issue, you’ll find a mixture of articles that include the history of mate drink and tempranillo wine. Come travel with us, we take you to The International Drink Expo in London, UK. Your free ticket to the show is waiting for you. Check out some of the top drinks around the world that may surprise you. Enjoy it along with the September/October 2022 issue of Tequila & Spirits Magazine. We are here to help stimulate your potential buyers through our network. Do you have? News about your product(s)? New product(s) or service(s) ready to launch? Share it with us for a chance to have it published. I’m happy to announce Tequila & Spirits Magazine’s brand new screen experience with direct links and on-page videos. I personally invite you to subscribe to the magazine and our blog. Be yourself, be happy, be inspired, and celebrate! Safety first! Remember to drink responsibly. Until next time! Sincerely,Cheers JosePinedo “FROM THE PUBLISHER” TEQUILAANDSPIRITS.COM | 7 CLICK HERE TO SIGN UP DID YOU? THOUSANDS SIGN UP TO RECEIVE OUR MAGAZINE SIGN UP TO GET EACH ISSUE DELIVERED STRAIGHT TO YOUR INBOX.
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Mate or maté also known as chimarrão or cimarrón, is a traditional South American caffeine-rich infused drink. It is made by soaking dried leaves of the Yerba mate Ilex paraguariensis, in hot water and is served with a metal straw in a container typically made from a calabash gourd (the mate proper), but also in some areas made from a cattle horn (guampa).
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MATE DRINK
Both the spellings “maté” and “mate” are used in English. The acute accent indicates that the word is pronounced with two syllables, like café (both maté and café are stressed on the first syllable in the UK), rather than like the one-syllable English word “mate”.
An acute accent is not used in the Spanish spelling, because the first sylla ble is stressed. The Yerba Mate Association of the Americas points out that, in Spanish, “maté” with the stress on the second syllable means “I killed”.
In Brazil, traditionally prepared mate is known as chimarrão, although the word mate and the expression “mate amargo” (bitter mate) are also used in Argentina and Uruguay. The Spanish cimarrón means “rough”, “brute”, or “barbarian”, but is most widely understood to mean “feral”, and is used in almost all of Latin America for domesticated animals that have become wild. The word was then used by the people who colonized the region of the Río de la Plata to describe the natives’ rough and sour drink, drunk with no other ingredient to sweeten the taste.
The English word comes from the French maté and the American Spanish mate, which means both mate and the vessel for drinking it, from the Quechua word mati for the calabash gourd used to make it.
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Mate was first consumed by the indigenous Guaraní who live in what is now Paraguay, southeastern Brazil, Argentina, Bolivia, Uruguay, and was also spread by the Tupí people who lived in neighbouring areas. After, it was commercialised to part of southern Brazil and northeast Argentina, mostly some areas that were Paraguayan territory before the Paraguayan War. Therefore, the scientific name of the yerbamate is Ilex paraguariensis. The consumption of yerba-mate became widespread with the European colonization in the Spanish colony of Paraguay in the late 16th century, among both Spanish settlers and indigenous Guaraní, who consumed it before the Spanish arrival. Yerba Mate consumption spread in the 17th century to the Río de la Plata and from there to Peru and Chile. This widespread consumption turned it into Paraguay’s main commodity above other wares such as tobacco, cotton and beef. Aboriginal labour was used to harvest wild stands. In the mid-17th century, Jesuits managed to domesticate the plant and establish plantations in their Indian reductions in the Argentine province of Misiones, sparking severe competition with the Paraguayan harvesters of wild strands. Brazil then became the largest producer of mate. In Brazilian and Argentine projects in late 19th and early 20th centuries, the plant was domesticated once again, opening the way for plantation systems.
TEQUILAANDSPIRITS.COM | 13 H I S T O R Y
Throughout the Southern Cone, it is considered to be a tradition taken from the Paraguayan Guaraní and drank by the gauchos or vaqueros, terms commonly used to describe the old residents of the South American pampas, chacos, or Patagonian grasslands, found principally in parts of Argentina, Paraguay, Uruguay, southeastern Bolivia, southern Chile and southern Brazil. Argentina has celebrated National Mate Day every 30 November since 2015.
Mate has a strong cultural significance both in terms of national identity as well as in social terms. Yerba Mate is the national drink of Paraguay, where it is also consumed with either hot or ice cold water Argentina; and Uruguay. Drinking mate is a common social practice in all of the territory of Paraguay and parts of Argentina, Brazil, Uruguay, southern Chile, and eastern Bolivia.
Parque Histórico do Mate, funded by the state of Paraná (Brazil), is a park aimed to educate people on the sustainable harvesting methods needed to maintain the integrity and vitality of the oldest wild forests of mate in the world. Mate is also consumed as an iced tea in various regions of Brazil, originating both from an industrialized form, produced by Matte Leão, and from artisanal producers. It is part of the beach culture in Rio de Janeiro, where it is widely sold by beach vendors; the hot infused variation being uncommon in the area.
A bombilla (Spanish), bomba (Portuguese) or massasa (Arabic) is a type of drinking straw, used to drink mate. In metal bombillas, the lower end is perforated and acts as a metal filter which is used to separate the mate infusion from leaves, stems, and other mate debris, and functions in a similar fashion to the perforated metal screen of a teapot.
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Is mate an alcoholic? Mate or maté also known as chimarrão or cimarrón, is a traditional South American caffeine-rich infused drink. How does mate taste like?
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Is mate a healthy drink?
Strong, bitter, and vegetal, yerba mate has a very distinctive taste that, like coffee, can require an adjustment period.
The method of preparing the mate infusion varies considerably from region to region, and which method yields the finest outcome is debated. However, nearly all methods have some common Theelements.mostcommon preparation involves a careful arrangement of the yerba within the gourd before adding hot water. In this method, the gourd is first filled one-half to three-quarters of the way with yerba. Too much yerba will result in a “short” mate; conversely, too little yerba results in a “long” mate, both being considered undesirable.
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Does mate make you high? Yerba mate is a powerful tea unlike any other with effects that will transform your life forever. Without being psychedelic or hallucinogenic, it may be the only tea that comes closest to it.
The best time to drink mate is in the morning, after or during a meal. A meal high in fat and protein, and low in carbs is even better as some studies suggest this can help combat anxiety. It’s also a good idea to avoid drinking until 1-2 hours after you wake up.
In the U.S., yerba mate is widely available in health food stores and online. People who recommend yerba mate say that it can relieve fatigue, aid in weight loss, ease depression, and help treat headaches and various other conditions. There’s limited evidence that yerba mate may help with some of these conditions. When should I drink mate?
Is mate stronger than coffee? Yerba mate has about 78 mg of caffeine per 5 oz cup, which is just less than coffee at 85 mg. That’s not all: yerba mate is also known as a unique caffeine experience. While coffee drinks often complain of caffeine jitters or a coffee crash afterward, mate drinkers don’t.
The preparation of mate is a simple process, consisting of filling a container with yerba, pouring hot, but not boiling, water over the leaves, and drinking with a straw, the bombilla, which acts as a filter so as to draw only the liquid and not the yerba leaves.
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TEMPRANILLOWINE 22 | TEQUILA & SPIRITS MAGAZINE
T empranillo (also known as Ull de Llebre, Cencibel, Tinto Fino and Tinta del Pais in Spain, Aragonez or Tinta Roriz in Portugal, and several other synonyms elsewhere) is a black grape variety widely grown to make full-bodied red wines in its native Spain.
Its name is the diminutive of the Spanish temprano (“early”), a reference to the fact that it ripens several weeks earlier than most Spanish red grapes. Tempranillo has been grown on the Iberian Peninsula since the time of Phoenician settlements. It is the main grape used in Rioja, and is often referred to as Spain’s noble grape. The grape has been planted throughout the globe’s wine regions.
SpanishitsTempranillonamediminutiveofthetemprano(“early”)
Unlike more aromatic red wine varieties like Cabernet Sauvignon, Sangiovese and Pinot noir, Tempranillo has a relatively neutral profile so it is often blended with other varieties, such as Grenache and Carignan (known in Rioja as Mazuelo), or aged for extended periods in oak where the wine easily takes on the flavor of the barrel.
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Tempranillo wines are ruby red in colour, while aromas and flavours can include berries, plum, tobacco, vanilla, leather and herb.
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To get elegance and acidity out of Tempranillo, you need a cool climate. But to get high sugar levels and the thick skins that give deep color you need heat. In Spain these two opposites are best reconciled in the continental climate but high altitude of the Ribera del Duero. In the Ribera del Duero the average July temperature is around 21.4° Celsius (70.5° Fahrenheit), though temperatures in the middle of the day in the lower valley can jump as high as 40 °C (104 °F). At night the region experiences a dramatic diurnal temperature variation, with temperatures dropping by as much as 16 °C (30 °F) from the daytime high. The Tempranillo grape is one of the few grapes that can adapt and thrive in continental Mediterranean climates like Peststhis.and diseases are a serious problem for this grape variety, since it has little resistance to either. The grape forms compact, cylindrical bunches of spherical, deep blue-black fruit with a colourless pulp. The leaves are large with five overlapping lobes.
Tempranillo is a black grape with a thick skin. It grows best at relatively high altitudes, but it also can tolerate a much warmer climate. With regard to Tempranillo’s production in various climates, wine expert Oz Clarke notes.
The Tempranillo root absorbs potassium easily, which facilitates pH levels of 3.6 in the pulp and 4.3 in the skin when it reaches maturity.
It is possible that this grape was introduced to the Western Hemisphere by the Spanish Conquistadors in the 17th century, as certain Criolla varieties in Argentina have a closer genetic relationship to Tempranillo than to a small handful of other European varieties against which the Criolla varieties were tested. Despite its apparent fragility, Tempranillo travelled widely during the 20th century and, following much trial and error, has become established throughout the world. In 1905, Frederic Bioletti brought Tempranillo to California where it received a cool reception not only due to the encroaching era of Prohibition, but also because of the grape’s dislike of hot, dry climates.
It was much later, during the 1980s, that Californian Tempranillo wine production began to flourish, following the establishment of suitably mountainous sites. Production in this area has more than doubled since 1993.
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of Vitis vinifera, the common ancestor of almost all vines in existence today, began in earnest with Phoenician settlement in the southern provinces. Later, according to the Roman writer Columella, wines were grown all over Spain; yet there are only scattered references to the name “Tempranillo”. Ribera del Duero wine making extends back over 2,000 years, as evidenced by the 66-metre mosaic of Bacchus, the Roman god of wine, that was unearthed in 1972, at Baños de Valdearados.
For some time, Tempranillo was thought to be related to the Pinot noir grape. According to legend, Cistercian monks left Pinot noir cuttings at monasteries along their pilgrimage to Santiago de Compostela. However, ampelographic studies have shown no genetic connection between the Spanishcultivars.cultivation
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What kind of wine is Tempranillo?
Tempranillo is a black grape variety widely grown to make full-bodied red wines in its native Spain. Its name is the diminutive of the Spanish temprano, meaning “early”. This is a reference to the fact that this grape ripens several weeks earlier than most Spanish red grapes. What is a tempranillo wine similar to? Tempranillo is medium-bodied to full-bodied with red fruit characters and is similar to Cabernet Sauvignon and Sangiovese.
Is Tempranillo red wine sweet? 100% Tempranillo; slightly sweet with notes of red fruit and chocolate. Is Tempranillo dry or sweet? Tempranillo is considered a very dry red wine. Hailing from Spain, this full-bodied red is high in tannins, high in acidity, and boasts delicious notes of dried figs, cherries, and tobacco. What does Tempranillo go well with? Since it is the dominant red grape in Spain and Portugal, Tempranillo is a great match with tapas, cured meats, and linguica. A young fruity Tempranillo pairs nicely with lighter dishes like legumes, or fish in tomato broth. An aged bold Tempranillo is best with grilled meats. What does Tempranillo smell like? Tempranillo wines are typically quite dark in color. Its aromas and tastes are those of a major red wine: berry, tobacco, leather, vanilla, herb. Blends tend to make wines that are intended to be somewhat more fruity.
Blanco (white) also known as Silver, Plata: Blanco tequila is either un-aged or slightly aged (less than two months) in stainless steel or neutral oak barrels. It’s clear, and according to aficionados, represents “the purest taste of agave.”
The best way totequila!drink
TEQUILA BLANCO
The best way to drink tequila is exactly the way you prefer to drink tequila. There’s no wrong way, and it depends on the type of tequila you’re drinking. Some of the best tequilas are as enjoyable neat, and slowly sipped, as the finest whiskies and rums. Some people like taking tequila shots with lime and salt though it can be argued that’s an amateur move.
TEQUILA IS MADE FROM BLUE AGAVE Real tequila is made from a plant called Blue Agave. Only the Agave Azul Tequilana Weber variety can be used for tequila. Classified by German botanist F. Weber in 1905, Blue Agave is commonly mistaken for a cactus, but it’s really a relative of the lily (amaryllis) family. Blue Agave is sometimes known as maguey, mexic, pita and teometl.
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E x p r e s s i o n
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AMBHAR TEQUILA PLATA
AMBHAR Plata is an exceptionally clean, silver tequila. Made from the purest form of blue agave, it is mellowed in stainless steel tanks for up to two months and then hand-poured into the distinctive AMBHAR decanter. As a brilliantly pure spirit with salty-sweet aromas of mellowed lime and pineapples, it’s the perfect tequila to mix flawlessly into a favorite cocktail.
We are a traditional made tequila with no additives made in the highlands of the Los Altos region. We bring a nice citrus, peppery, and agave flavor profile with a nice finish that your palate will enjoy. Our Master Distellers are Francisco Gonazlez Jr. and Marco Cedano which brings alot of tequila history to our brand. Our motto “ We Make A Tequila Everyone Will Enjoy”
COÇA PURA TEQUILA PLATA Crafting Small Batches for Exceptional Finish COÇA PURA Tequila production is done with an exceptional attention to detail. Hand selecting only the best 7+ year old agave, slow cooking in our special Hornos combined with traditional extraction and proprietary fermentation, making this 90 proof tequila the perfect agave spirit for sipping and hand crafted mixology.
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JOSE CUERVO TRADICIONAL TEQUILA PLATA
ANGER MGMT TEQUILA SILVER
Tradicional® Silver is 100% blue agave silver tequila. It is irresistibly refined. When bottled, a special process is used to conserve its flavor and finish at freezing temperatures. This means that it can, and should, be kept chilled in the freezer and served as a crisp, smooth, frozen shot. 40% Alc./Vol. (80 Proof).
Crystal clear, with a light to medium mouth feel, distinct aromas of fresh cut Bell Pepper, with herbal, vegetable, and floral accents; leading to crisp flavors with lingering white pepper on the finish.
CAZADORES TEQUILA BLANCO
100% Blue Agave and unaged. Citrus and fresh agave flavors are fresh and crisp. Slightly sweet taste and soft finish make it a highly versatile spirit that mixes well for the perfect cocktail. Clean taste.
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NAUGHTY PAWS TEQUILA BLANCO Metro Paws makes innovative, high-end, eco, luxury pet products. Now we make Tequila. Go ahead and try it, you don’t need a reason to let your naughty out! Sexy, Slick, Smooth. We hope you enjoy our Tequila as much as we do, as we use premium quality ingredients just for you. So sit back, enjoy a sip, a Margi, or whatever you love! No Judgement Here!
UNA FAMILIA TEQUILA BLANCO
SIN RIVAL TEQUILA SILVER
Tequila Sin Rival Silver is an Ultra-Premium product of artisan elaboration that shows how a traditional excellent silver tequila should be made, that perfectly cooked smooth agave aroma flavor gives it that sweet yet smooth characteristic that sets apart the quality of its creation, a crystal clear delicate shining body that forms tears and legs in the glass only serves to authenticate the quality of its production.
DELEÓN TEQUILA BLANCO
DON RAMÓN PLATINIUM TEQUILA PLATA
ANTEEL TEQUILA BLANCO
Tequila Don Ramón Platinium Plata is double-distilled for a smooth and brilliant taste and pure profile. Made from 100% Blue Agave from the highlands of Jalisco, Mexico, this clear spirit can be described as bright, citrus, with notes of agave. Selectively harvesting the Agave Anovillado, at the exact point of maturity before the quote (flower) is formed reveals the inherent purity of the plata. A sip reveals a hint of sweetness that evolves into a warming minerality.
DeLeón Blanco is driven by subtly sweet notes of coconut and fresh citrus that lead to an exceptionally smooth finish of vanilla and warm brown Hand-selectedspice.atpeak ripeness, exquisite 100% Highland Blue Weber agave is slowly roasted in traditional ovens to create this crystal clear tequila’s complex taste profile.
GRAN DIAMANTE TEQUILA PLATA
100% blue agave Plata made from the finest estate grown highland agave. The Plata has a wafting bouquet; aromas of spice, slight vanilla, vegetal and floral tones. The palate is brimming with spice, pepper, and well balanced agave notes. The body is medium weight with a buttery velvety texture.
Blend of highland and lowland agave, twice distilled, unaged and bottled after distillation. Smooth, crisp and clean with sweet agave followed by fruit and floral tones, slight pepper finish.
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DAY OF THE DEAD Day of the dead is celebrated in Mexico November 2nd everyDIAyear. DE LOS MUERTOS TEQUILAANDSPIRITS.COM | 33
VOLCÁN DE MI TIERRA TEQUILA BLANCO
1800® TEQUILA BLANCO
The best-selling 100% agave premium tequila, 1800® Silver follows the original formula created in the year 1800. 1800 Silver is crystal clear with blond highlights. Its aroma is soft, sweet, floral with fruit, spice, black peppercorns and agave notes. The smooth, clean and balanced flavor has hints of sweet prune and roasted pepper. 1800 Silver has a medium finish with fruity pepper fade. Best served straight, chilled or on the rocks. Garnish with a slice of lime. (ABV 40% - 80 proof)
THE BAD STUFF TEQUILA BLANCO
LA MALA PLATA - Plata is made with a minimum 7-year agave from our estate fields in Los Altos de Jalisco. The water comes from two artesian wells, open vat fermentation and, double distilled in stainless steel and is then transferred to copper Alembic stills to finish the distillation process.
GHOST TEQUILA BLANCO
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Toast the start of new beginnings with Volcán de mi Tierra Tequila Blanco. From the ashes of a volcano in Jalisco, Mexico rises an extraordinary spirit that embodies the grit, patience, and optimism needed during this time. Its complexity comes from blending the distinct flavors of the highland and lowland agave, which takes about 3,250 days to ripen before harvest. Enjoy it neat, on the rocks, or with a splash of lime.
GHOST’s unique blend of agave azul and spice makes this tequila exceptionally versatile. Level up your favorite cocktails like Margaritas, Palomas, Sunrises, and Bloody Marias, or defy convention and spice up a Mexican Mule, Old Fashioned, or Daiquiri.
The spice is always right with GHOST, the perfect mix of tequila and spice. GHOST blends 100% agave azul from Jalisco, Mexico, with the infamous Indian-born ghost pepper for a balanced flavor that’s anything but average.
ROCA PATRÓN TEQUILA SILVER
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HERRADURA TEQUILA SILVER
EMBAJADOR TEQUILA BLANCO
TRES GENERACIONES TEQUILA PLATA Tres Generaciones® is a celebration of the heart of tequila.
Founded by Don Francisco Javier Sauza, the third generation of the pioneering Sauza family, it honors Casa Sauza, the founding family of tequila. Made in Jalisco — the very heart of tequila, Tres Generaciones uses 100% blue agave and is triple distilled — that’s one time for each generation.
Roca Patrón Silver features a more complex, earthy taste with notes of black pepper, cooked agave and citrus. Because it’s made at a higher proof than its Patrón Silver counterpart, Roca Patrón Silver will stand out in cocktails, while still maintaining the distinct agave flavors that make it perfect for sipping.
Tequila Herradura Silver is matured in American white oak barrels for 45 days, imparting a light straw color and woody aroma. Vanilla and citrus characters complement the flavor of sweet agave. The smooth, clean profile of Tequila Herradura Silver has maintained its reputation as one of the finest tequilas in the world and a staple in our collection.
In this luminous Platinum Tequila the first impression of aromas highlights an intense cooked agave followed by citrus fruits of lime, lemon, and grapefruit. There are delicate herbal tones of mint, anise and sweet savory laurel leaves. The aromas finish with a slight hint of black pepper and a tone of butter.
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COMINGSOON TEQUILAANDSPIRITS.COM | 37
38 | TEQUILA & SPIRITS MAGAZINE MEDIEVAL The story of fifteenth century Czech icon and warlord Jan Zizka, who defeated armies of the Teutonic Order and the Holy Roman REmpire.elease date: September 9, 2022
A boy carved from wood dreams of becoming a real child. The boy gets his wish but is prone to stretching the truth, and each time he does, his nose grows Rlonger.elease date: September 8, 2022
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VESPER
PINOCCHIO Tom Hanks Wishes Upon a Star in the New Trailer for ‘Pinocchio’
After the collapse of Earth’s ecosystem, Vesper, a 13-year-old girl struggling to survive with her paralyzed Father, meets a mysterious Woman with a secret that forces Vesper to use her wits, strength and bio-hacking abilities to fight for the possibility of a future. Release date: September 9, 2022
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Based on the bestselling novel by Joyce Carol Oates, Blonde boldly reimagines the life of one of Hollywood’s most enduring icons, Marilyn FromMonroe.her volatile childhood as Norma Jeane, through her rise to stardom and romantic entanglements, Blonde blurs the lines of fact and fiction to explore the widening split between her public and private selves. date: September 28, 2022
Release
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46 | TEQUILA & SPIRITS MAGAZINE LYLE, LYLE, CROCODILE Based on the book series by Bernard Waber, Lyle, Lyle, Crocodile is a live-action/ CGI musical comedy film that will bring this favorite character to life and introduce him to a new, global audience. Release date: October 7, 2022
BLACK ADAM Nearly 5,000 years after he was bestowed with the almighty powers of the Egyptian gods -- and imprisoned just as quickly -- Black Adam is freed from his earthly tomb, ready to unleash his unique form of justice on the modern world.
Release date: October 21, 2022
Release date: October 21, 2022
TICKET TO PARADISE Academy Award® winners George Clooney and Julia Roberts reunite on the big screen as exes who find themselves on a shared mission to stop their lovestruck daughter from making the same mistake they once made.
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TO 48 | TEQUILA & SPIRITS MAGAZINE WATCH RIGHT NOW POPULAR SERIES
The reign of House Targaryen begins. House of the Dragon, the prequel to Game of Thrones. Based on George R.R. Martin’s “Fire & Blood,” the series, which is set 200 years before the events of Game of Thrones, tells the story of House Targaryen.
TEQUILAANDSPIRITS.COM | 49 HOUSE OF THE DRAGON
In 1980s Indiana, a group of young friends witness supernatural forces and secret government exploits. As they search for answers, the children unravel a series of extraordinary mysteries.
STRANGER
THINGS
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THE SANDMAN When the Sandman, aka Dream, the cosmic being who controls all dreams, is captured and held prisoner for more than a century, he must journey across different worlds and timelines to fix the chaos his absence has caused.
“She-Hulk,” a new comedy series coming to Disney+, stars Tatiana Maslany as She-Hulk/ Jennifer Walters, a lawyer who specializes in superhuman-oriented legal cases. “She-Hulk” will welcome a host of Marvel characters to the series, including the Hulk, played by Mark Ruffalo, and the Abomination, played by Tim Roth. The series is directed by Kat Coiro and Anu Valia; Jessica Gao is head writer.
SHE ATTORNEYHULK AT LAW
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FLY SO FAR
After serving ten years behind bars for her miscarriage, considered by her government to be an act of aggravated murder, Teodora Vásquez becomes a spokesperson for the other 16 Salvadoran women behind bars for the same “crime” in this story of sorority, resilience, and solidarity.
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THE PREACHER A cynical swindler uses a girl who they say has visions of the Virgin Mary and whom many consider miraculous, for his economic benefit. Together with the parents of the “Blessed one”, they will generate a business so large and lucrative that inevitably it will get out of their hands.
CINCO LOBITOS Amalia, who has just become a mother, decides to return for guidance after her partner is temporarily away, to her parents’ house along the Basque coast.
ORIGINALLULLABYTITLE:
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The tequila category continues to expand TEQUILA Source: IWSR 56 | TEQUILA & SPIRITS MAGAZINE
According to the new Tequila Category Assessment, IWSR projections indicate that global spirits volumes are set to grow at a CAGR of +2% between 2021 and 2026 – but tequila is predicted to exceed this comfortably, expanding at a CAGR of +7% over the same timescale. This growth will be dominated by continued gains in higher price bands.
As recently as 2016, standard tequila products accounted for more than half of global tequila volumes, and almost half of global value –compared to super-premium-and-above’s 13% volume and 33% value shares. By 2026, however, super-premium-plus products are forecast by IWSR to take a 55% slice of tequila’s global value, and to account for almost 40% of category “Overvolumes.the
While the US market will continue to dominate global consumption in the years ahead, IWSR forecasts highlight a bright future for a number of smaller tequila markets, including the UK, Spain and Australia, according to a new Tequila Category Assessment report published by IWSR Drinks Market Analysis.
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As the tequila category continues to expand, the most rapid growth will be focused on superpremium-and-above price points, and highervalue product segments such as 100% agave tequilas and cristalinos – aged tequilas stripped of their colour by charcoal filtration.
years, tequila has evolved from being a low-price shot to a more premium option used in cocktails and high-end sipping,” says Brandy Rand, Chief Strategy Officer, IWSR. “The category has grown alongside consumer awareness to offer experimentation across blanco, reposado, añejo and cristalino.”
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“In the US, household penetration continues to grow, especially among expanding demographic groups,” says Mariana Fletcher, Head of US Insights, IWSR. “Relatively new product segments, such as cristalino, flavoured tequilas, tequila-based RTDs, and innovative distillation and maturation techniques including the use of red wine barrels, offer a rising number of touchpoints with the consumer and fresh growth opportunities for brand owners.”
She adds: “Tequila’s connection to Mexican heritage and authenticity provides consumers with a sense of place, while also reflecting the growing Hispanic population in the US. Tequila has an association as an affordable luxury, and many brands are aligned with celebrities, leading to lifestyle-oriented marketing.”
However, IWSR expects volumes in tequila’s home market of Mexico to decline in the coming years, impacted by rising prices for value brands in particular, as well as more intense competition from rival categories such as gin, flavoured spirits, rum and whisky.
The US market continues to spearhead the growth of the category – tequila is poised to overtake vodka in terms of dollar value here within the next two years – and, currently, volumes remain heavily focused on North America.
“Tequila’s top three markets – the US, Mexico and Canada – accounted for more than 88% of global volumes in 2021,” says Rand. “This indicates that a significant export opportunity exists for the category in markets outside North InAmerica.”countries such as the UK, Colombia, Australia, Japan and Spain, future growth will be driven by a host of positive consumer trends, including celebrity involvement in the category, consumer migration from mixto to 100% agave products, rising cocktail consumption and growing interest in Mexican food and drink.
Despite tequila’s likely expansion worldwide, the US market is set to consolidate its dominance of category volumes – currently, the market accounts for more than two-thirds of global tequila consumption.
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“Celebrity participation adds sophistication to the category, and elevates the drink to a luxury status and lifestyle offering,” says Fletcher. “Celebrities organically expand the base of demand for tequila by attracting a global and diverse group of followers and fans.”
According to IWSR figures, 100% agave and cristalino tequilas are driving global category expansion, with cristalino achieving the highest volume growth of all tequila product segments between 2016 and 2021, albeit from a lower volume Celebritybase.associations also aid this democratisation of tequila’s higher price points. Since Diageo’s high-profile US$1bn acquisition of Casamigos (co-founded by actor George Clooney) in 2017, a host of famous faces have invested in the category, fuelling consumer awareness through social media, especially during Covid-19 lockdowns.
According to IWSR figures, celebrity tequilas grew at a volume CAGR of +50% between 2016 and 2021, bringing US$1.9bn in global revenues during 2021 alone. The celebrity factor is not only influential in the US – it also helps to elevate tequila’s image in smaller but potentially lucrative markets for the future, such as the UK. However, the acceleration of the premiumisation of tequila, coupled with historically high agave prices and rising production costs, could leave lower price segments vulnerable to value substitutions from outside the category. These may include agave spirits produced in Australia, the US and South Africa, and destilados de agave – more affordable agave-based spirits made in Mexico, but not entitled to be called tequila or mezcal.
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TEQUILAANDSPIRITS.COM | 65 DRINKS
SANTO MEZQUILA
Corralejo crafts authentically Mexican tequila that overdelivers on taste. Whether you’re making a round of margaritas or ordering shots to get the celebration started, Corralejo draws people together and sets the tone for a lively and vibrant experience. With a 250 year history in a community rich with tequila tradition, Corralejo celebrates the flavor of Mexico. Standing head and shoulders above the rest, we craft tequila that you can enjoy with confidence.
Santo Mezquila, the world’s first and only blend of tequila and mezcal, combines the smooth, subtle flavors of agave with unique smokiness, bringing forth a taste revelation. The palate explodes with mouthfilling richness nestled in a light, smoky-sweet finish.
GRAN CRISTALINOCENTENARIOTEQUILA
Gran Centenario® Cristalino is an expertly crafted blend of our finest Añejo and Extra Añejo tequilas, carefully finished in Calvados casks and filtered through a meticulous process that includes Mexican silver. The result is an ultrasmooth and crystal-clear tequila of unparalleled quality and taste.
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CORRALEJO 99,000 AÑEJO TEQUILA
OAX Original® is a collaborative artistic endeavor presenting the distinctive flavors and raw beauty of wild agave through three limitededition Arroqueño,expressions:Tobalá,and Tepeztate.
Maestro Mezcalero Enrique Hernandez Zenea crafted these unique small-batch mezcals from agave plants found in the semi-arid Central Valleys of Oaxaca. The agaves average 12 to 25 years to reach maturity.
KOMOS EXTRA AÑEJO TEQUILA Extra Añejo expression elevates Tequila Komos as the highest rated tequila portfolio ever. Aged for a minimum of three years in both French oak white wine barrels and American bourbon barrels, the result is an opulent, luxurious, and incredibly complex tequila.
Sombra Mezcal is made from 100% organic Espadin Agave. After growing up to 10 years, the hearts are harvested and roasted for 2 days over oak wood fires that heat cooking stones in a stone-lined pit. The roasted agaves are then crushed by a limestone tahona, fermented with only native yeast, and distilled in copper stills to create a refined, smooth and balanced Mezcal at the traditional strength of 90-proof.
The palate is bursting with notes of dried orange peels, candied ginger, and toasted pecans.
OAX TOBALAORIGINALMEXCAL
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The iconic bottle is handmade vitrified porcelain and is meant to be upcycled to live on long after you have finished enjoying what lies within. Tequila Komos is luxury tequila, refined.
SOMBRA MEZCAL
ABSOLUT VANILIA VODKA
As Quri Vodka Grows as a Brand they will be Partnering with Peruvian Hearts. An International Charity that locally effects the community. We have dedicated that 5% of all Profits from Quri Vodka will be donated to Educating the Children of Pachamama in the Andean Mountains.
LE PORTIER SHAY
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Absolut Vanilia uses wheat sown in the fall and harvested the following year using minimal fertilizer, natural vanilla, and water from a deep and protected well. These steps have been perfected in Ahus, Sweden, since the company’s founding in 1879, ensuring impeccable flavor and quality. The vodka offers an ABV of 38% following the founder’s process of infinite distillation.
ASHUELOT VODKA
QURI QUINOA PERUVIAN VODKA
Shay VSOP by Le Portier is an inaugural release of just 25,000 bottles. Crafted in collaboration with football legend, Shannon Sharpe, Shay is an icon in the making. Traditionally double-distilled in Charentais copper pot stills and aged in French Oak barrels for at least four years, Shay draws together the aromatic elegance of Grand Champagne, Petite Champagne and Fin Bois. Amber in color, with golden hints, its richly evocative layers of flavor and aroma travel from a delicate nose of caramelized apple, through dried fruits and toasted marshmallow to a lingering finish of spice.
Triple distilled from apples & potatoes then blended with mountain spring water for an exceptionally smooth taste. Made with local New Hampshire ingredients distilled on the banks of the one and only Ashuelot River in New Hampshire.
The 2021 release of the Bladnoch 14-Year-Old is aged exclusively in Oloroso Sherry casks. Bladnoch’s Master Distiller, Dr. Nick Savage hand selects every cask to bring together this rich expression showing notes of fruit cake, dark chocolate, and subtle sweet cinnamon on the palate.
SEVEN TAILS XO BRANDY
BARRELHOUND BLENDED SCOTCH
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BLADNOCH 14 YEAR OLD
From the well renowned dog artist Topher Brophy comes this celebration of the weird and wonderful. A liquid as unique as its tale, ‘Barrelhound’ is a blended Scotch with the spirit of Braeval Distillery at its heart. It’s everyone’s perfect companion in a world that tastes better with a splash of imagination. Because life’s too short for whisky without personality – especially counting in dog years.
ST-RÉMY SIGNATURE
From St-Rémy, the world’s #1 French brandy, St-Rémy Signature is the result of a unique double maturation process in virgin oak casks, and seasoned brandy casks, toasted at high heat. With its luminous, bright-amber color, it displays notes of virgin wood, spices, and fresh fruits.
The inception of Seven Tails XO is unique. Cognac, Armagnac, and the finest French brandies from 3 to 30 years old are aged in oak barrels then rested in port wine casks to achieve a rich depth of flavor, encompassing notes of praline, dried figs, and toasted vanilla.
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KRAKEN RUM PUNCH COCKTAIL
Get ready to enjoy new Tequila Cazadores Ready-to-Serve cocktails, made with real 100% agave Tequila Cazadores Blanco to elevate a category saturated with mix to tequila brands. Our refreshing and delicious cocktails are available in 1.75lbottles at 12.5% ABV in the classic Mexican cocktail - Paloma. Made with award winning 100% Tequila Cazadores Blanco.
STRAIGHTAWAY COCKTAILS BLACK TEA VODKA SODA
Our Cosmonaut loves a classic Vodka Soda just as much as any other space cadet, but knew it was high time to elevate this drink from modest sipper to supernova. We’ve scoured the universe of aromatics to bring you a new take on this refresher. Our blend pairs Steven Smith Tea Maker’s malty Keemun tea with a touch of lemon and currant. Perfect for sipping under the stars or soaring through outer-space.
BACARDÍ MOJITO
A classic rum cocktail, now in three refreshing flavors. This new Mojito includes our classic Mojito with fresh lime & mint flavors, plus our new Strawberry Mojito & Mango Mojito Ready-To-Drink Cocktails.
CAZADORES READY TO SERVE PALOMA
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One of the fastest growing rum brands, The Kraken® is the world’s first black spiced rum. Now, Experience The Kraken® in a new way with the Kraken Rum Punch ready-to-drink cocktail, boasting delicious notes of pineapple, citrus, and Mademango.with authentic Caribbean rum, this tasty 5% ABV (10 proof) cocktail is convenient for the on-the-go or at home with friends. Shake up your barbeque or pool party with a Kraken Rum Punch today!
CAMPO VIEJO TEMPRANILLO
A vibrant expression of Tempranillo from Rioja. Aromas of ripe red fruit with spices and vanilla. Perfumed, soft and fresh.
LA CELIA ELITE MALBEC
NEWTON RED LABEL CABERNET SAUVIGNON
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MCBRIDE SISTERS BLACK GIRL MAGIC SPARKLING BRUT
La Celia was the first winery in the Uco Valley, Mendoza, Argentina. It was born of a vision: to exchange the finest horse to produce the first malbec of this region. La Celia Elite, from Paraje Altamira in Uco Valley, has complex aromas where the red and juicy fruit stands out, with elegant floral contribution and fresh herbs.
Newton Vineyard Red Label Cabernet Sauvignon offers lively character and harmonious balance derived from meticulous approach top winemaking. Sourced from Napa and Sonoma county vineyards, these wines are made in the Newton style to showcase the purity of fruit.
It’s time for California to shine! McBride Sisters Collection Black Girl Magic California Sparkling Brut. This wine is beautifully aromatic and refreshing with the perfect balance of lush fruit and delicate tart bubbles. There’s lovely pineapple, melon and floral aromas on the nose with ripe pear, crisp apple, and white peach on the palate. This is the perfect wine to celebrate any occasion, especially your Sunday brunch mimosas.
BUMBU ORIGINAL RUM
An authentic Caribbean legend, our flagship Bumbu Original is blended from fine Barbados rum and hand-selected spices that evoke the rich and colorful history of the West Indies. Bumbu reveals its heritage and craftsmanship with every sip.
Fords Gin Sloe Gin is a liqueur that combines the classic Fords London Dry Gin recipe with hand-picked sloe fruit from England and France. Enjoyed on the rocks or in a classic cocktail, Fords Sloe Gin is crafted specifically to enhance the cocktail experience for professional bartenders or at-home cocktail enthusiasts alike.
BULLDOG LONDON DRY GIN BULLDOG, with its unique botanical blends, reinterprets the classic London Dry Gin, creating a smooth and balanced premium quality Gin. Bulldog’s creative botanical blend gives it a versatility that also adds a touch of modernity to the iconic G&T cocktails as well as to the famous cocktails where the Gin plays a key role, such as the Negroni.
Flor de Cana 130th Anniversary Edition is an ultra-luxury rum with a rich complexity of flavors and a long, delicate finish. A bespoke blend of precious Family Reserve aged rums. It is specially crafted by Maestro Ronero Tomas Cano. Each crystal bottle is individually numbered and a label signed by Maestro Ronero.
FORDS GIN SLOE GIN
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FLOR DE CAÑA 130TH ANNIVERSARY EDITION RUM
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