The popularity of Mexico’s native spirit is growing in the U.S. at a phenomenal speed. The effects are visible with known personalities joining the bandwagon.
The newest celebrity entrant in the spirit world is none other than Dwayne ‘Rock’ Johnson. Dwayne has professed his love for the Mexican liquor in the past. He’s openly admitted, when it comes to booze on cheat days, his preferred spirit is Tequila. Dwayne stays deeply connected to his Polynesian culture and roots. It doesn’t come as a surprise when he chose mana as his brand name. In Polynesian it means a spiritual energy and healing power which can exist in places, objects and persons. Though, it is too early to speculate as the product is yet to hit the market for actual consumption, it remains to be seen if ‘The Rock’ can churn out rocking Tequila true to his style and name.
By the way, Dwayne is not the only celebrity wooed by this beverage. In June 2017, Casamigos, the highly respected tequila brand co-founded by George Clooney and Rande Gerber, was sold to Diageo for approximately $1 billion after enjoying their successful stint in the business. Thus, throwing spotlight on how at the highest end of the spectrum ultra-premium tequilas are making their foray into new frontiers of quality, marketing, and consumer perception.
Let’s take a quick look at the impressive number this alcoholic beverage has raked in the past decade. Tequila sales in the United States have more than doubled — from $962 million in 2003 to $2 billion in 2013, according to the Distilled Spirits Council of the United States (DISCUS) (*the figure is based on supplier revenues.)
“Americans cannot get enough of Mexico’s native spirit,” says the council in its annual report. Why the sudden boom one would ask. As per the industry experts it’s all in the repositioning of tequila, from a cheap intoxicant into something rare and refined.
So, what is Tequila? It is simply a variant of Mescal, from Blue Agave plant native to Mexico. Mescal is an alcoholic beverage from any agave plant. Remember, all Tequila’s are Mescal, but not all Mescal’s are Tequila, neither are all of them equal. To simplify, some variants are perfect for Margaritas, some meant for straight sipping as traditionally consumed in Mexico while most common consumption for the tequila sipping world remains as a shot with salt and lime.
Today, more and more people are becoming Tequila enthusiasts with an ever evolving global palate. Similar to any other spirits category, there are certain brands maintaining dominance and preference among consumers. With the emergence of the ‘premium’ and ‘super premium’ categories over the past 20 years, the end consumer has much to choose from based on flavour, quality, distillation and of course the price. The brands to make the top list in 2017 were DON JULIO, CALLE 23, OCHO, TAPATIO, PATRON, CABEZA, JOSE CUERVO, HERRADURA, EL JIMADOR & ESPOLON. These high-end premium tequilas are gaining popularity fast and are expected to reshape and expand the entire category.
Tequilas are servicing all appreciation categories, be it neat or on the rocks, and/or in more upscale cocktails. This looks to be the new spirit revolution, with an increasingly eager and promising fan base in the Indian market.
Slainte and Enjoy Responsibly!
Toasting Tequila!
