Tequila Town: How a Small Town in Mexico is Taking Tequila Global
Tequila is a business on the rise and thanks to this new “gold rush,” Mexico is now promoting the town of Tequila as the tourist destination for tequila enthusiasts around the globe.
The town of Tequila is home to major brands like Jose Cuervo, Sauza, and a number of smaller producers distilling the highest quality product in the world. Naturally, as the interest in tequila rises, so does Mexico’s production of these golden spirits. For instance, according to figures from Mexico's Secretary of Economy, tequila production has more than doubled since 1995. In 2011, Mexico exported more than 163 million liters of the agave-based alcohol, up from 64 million in 1995.
One of the more widely know distilleries, Sangre de Azteca, produces about 9,000 liters of pure tequila a day, selling it under different brand names in Mexico, France, and the United States.
The global demand has been a driving force, but it is the growing demand for high-end spirits in the U.S. is why tequila producers have been expanding their businesses and focusing on increasing exports to their northern neighbor. Overall, tequila exports from Mexico increased more than 11 percent in 2010 and seven percent in 2011.
With the market soaking up tequila exports at a furious pace, Mexico is posed to a leader in the tequila industry for years to come. Moreover, with Mexico ranking just third in global beer exports, this country could become the biggest beverage exporter in the world. So when summer rolls around and you are enjoying an ice-cold Corona or a carefully crafted margarita, thank your friends to the south.