Tequila is a spirit deeply rooted in Mexican history and culture. It has become widely sought after in the US and has taken an important place in many American homes. From its ancient origins to its modern-day popularity, tequila’s journey is as rich and diverse as the flavors it offers. Let’s explore the fascinating world of tequila, its history, and its rise in popularity, and see if you know as much as you think you know about this mythical elixir.
The History of Tequila
Ancient Beginnings
Tequila’s story begins long before the Spanish conquest of Mexico. The Aztecs, Mayans, and other indigenous people, who inhabited the region now known as Mexico, were the first to ferment the juice of the agave plant, creating a milky, frothy drink called pulque. Pulque was an alcoholic beverage consumed during religious ceremonies and rituals.
The Birth of Tequila
The arrival of the Spanish in the 16th century marked a significant turning point for agave-based beverages. The Spaniards brought with them distillation techniques, which they applied to the local agave plant, creating what we now recognize as tequila. The town of Tequila, located in the state of Jalisco, became the epicenter of this burgeoning industry.
All Tequila is “mezcal”
Mezcal wine or “Vino de Mezcal” is the term the Spanish gave tequila when they began cooking agave in distilling pots.
In 1795, the modern tequila industry was born by the “father of tequila” Don Jose Antonio de Cuervo. He made the first Vino Mezcal in the town of Tequila Mexico.
Don Cenobio Sauza, who founded Sauza Tequila was the first person to bring tequila to the United States. He was also the Municipal President of the Village of Tequila from 1884-1885.
Regulatory Milestones
In 1974, Mexico declared the term “tequila” its intellectual property, ensuring that only spirits produced in specific regions of Mexico could bear the name. This designation, similar to France’s control over the term “Champagne,” helped preserve the authenticity and quality of tequila.
The Rise in Popularity
Global Expansion
Tequila’s popularity has soared over the past few decades, particularly in the United States, which is now the largest consumer of the spirit outside Mexico. The rise of craft cocktails and a growing interest in premium spirits have contributed to tequila’s newfound fame.
Celebrity Influence
Celebrity endorsements and investments have also played a significant role in tequila’s rise. High-profile figures like Dwayne “The Rock” Johnson, and Kendall Jenner have launched their tequila brands, bringing increased attention to the spirit. George Clooney had great success with his premium label Casamigos which he ended up selling to Diageo for about one billion dollars in 2017. (as we wrote about in a previous post.)
Diverse Offerings
The variety within the tequila category has also fueled its popularity. From blanco (unaged) to reposado (aged up to a year) to añejo (aged one to three years) and extra añejo (aged over three years), tequila offers a range of flavors and complexities to suit different palates.
Rates of Consumption
Mexico: The Heartland
In Mexico, tequila remains a cultural icon and a staple at celebrations and gatherings. The country consumes about 65 million liters of tequila annually, with a significant portion of this being premium and ultra-premium varieties.
United States: A Growing Market
The United States is the largest importer of tequila, accounting for over 80% of Mexico’s tequila exports. Americans purchase 12.3 million cases of tequila a year, with a steady increase in demand. This trend is expected to continue as more consumers explore tequila’s diverse offerings and craft cocktail culture continues to thrive. To put that another way; In 2023, the U.S. imported more than 321 million liters of tequila from Mexico. In second place was Spain, with about 8.3 million liters imported.
Global Trends
Globally, tequila consumption is on the rise. Europe, particularly Spain and the United Kingdom has seen an uptick in tequila sales. This growth is attributed to the increasing availability of high-quality tequila and the global trend toward premiumization in the spirits industry.
So, How Much Did You Know?
Tequila’s journey from an ancient Aztec beverage to a globally celebrated spirit is a testament to its enduring appeal and versatility. As its popularity continues to grow, tequila remains a symbol of Mexican heritage and craftsmanship, offering a unique taste of history in every sip. Whether enjoyed in a classic margarita, a modern craft cocktail or sipped neat, tequila’s allure is undeniable.
No matter how much you already know about it, make sure to show your appreciation on National Tequila Day, July 24th!
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