If there is a complication that might undermine the growth of Tequilas such as Bacardi’s Patrón, or Diageo’s Don Julio and Casamigos, it is the category’s reliance on the timely supply of an agricultural product, agave. The blue weber agave specified to make Tequila can only be sourced from a legally limited zone of production and the plants take several years to reach full maturity.
The Mex Factor – why Tequila’s growth could blaze trail for others
Tequila’s momentum seems to be unstoppable but could the spirit’s meteoric rise also spell a bright future for others just outside the category?