Tequila gets the celebrity treatment
Tequila gets the celebrity treatment
Growing in popularity, much like the celebrities who love it too
Tequila, a popular spirit for centuries, enjoyed by connoisseurs and those new to spirits too, is definitely experiencing its moment in the spotlight and for good reason. The one time party shooter has become more sophisticated and the industry is producing better quality tequilas which has led to a wider appreciation of tequila as a more premium and versatile spirit.
Tivesh Nair, director and buyer at Mothercity Liquor, explains why: “We’re seeing distilleries focusing on using high-quality, ripe agave plants and implementing more sophisticated production methods. One significant improvement is the shift towards producing 100% agave tequilas. In the past, some tequilas were made with lower-quality agave plants mixed with cane sugar or corn syrup. However, with the growing demand for premium tequilas, producers have started to use only Blue Weber agave plants and create tequilas which contain 100% agave.”
Centinela 3 Year Aged Anejo
This also means that distilleries are having to invest in more advanced production methods, like using a tahona to crush the agave rather than just a traditional roller mill, which can make the tequila more robust and earthy in flavour. Proper fermentation and distillation techniques are also being refined, which helps to produce smoother and more flavorful spirits.
The ageing process has become more refined too. “Tequila makers have started using new oak barrels and varying the ageing lengths depending on the desired taste profile. By enabling the tequila to rest in barrels for longer, tequila makers are able to achieve more complex flavours, such as vanilla and caramel notes in reposado and añejo tequilas specifically.”
Collectively, these approaches have helped raise the quality of tequila and increase demand from consumers who are looking for more premium, authentic and higher quality spirits.
And if you think its just consumers who have noticed a difference and turned their focus to tequila, take a step back and look at the rise in ‘Celebrity Tequilas’ as high profile personalities are dabbling and investing in the spirit too.
George Clooney’s Casamigo Añejo
“Over the last few years, we have seen the likes of George Clooney (Casamigos Tequila), Deleon Reposado from P Diddy, and Teremana from The Rock launch their own premium tequilas. And this is not just a boys club, Kendall Jenner has her own tequila brand with four variants - 818, and Eva Longoria has launched a tequila range too, Casa del Sol - a nod to her Mexican-American heritage. These tequilas are rare and collectible making them a conversation piece in your collection.”
Kendall Jenner’s 818 Eight Reserve
Añejo tequilas dominate in this category but consumers will also find Blanco and Reposado options available which is adding to the increase in demand for high quality tequilas that are made from 100% agave.
Clase Azul 25 Aniversario Edition
Tequila is also benefited from a growing interest in Mexican culture and cuisine worldwide. The popularity of Mexican restaurants and the interest in Mexican foods and drinks has helped to fuel the growth of the tequila industry.
“Along with this, tequila has finally been embraced by the cocktail bar scene with the shift and expansion of high end tequila with more complex flavours. The spirit is becoming more and more popular with mixologists, who are using it in a wide variety of cocktails. This has helped to elevate the popularity of tequila beyond just shots and Margaritas. And its’ always interesting to say you enjoyed a tequila with George Clooney or Kevin Hart (wink wink),” adds Nair.
To view the extensive range of everyday drinking tequilas through to celebrity tequilas and limited edition rare and collectible options available from Mothercity Liquor click here