We’re trying to keep a positive attitude about our beloved Tequila after reading Kate Linthicum’s excellent article in the Los Angeles Times, How Celebrities are Changing Mexico’s Tequila Industry. Why the gloom? It has to do with celebrities, foreign ownership, environmental concerns including pesticides, and production industrialization in the $10 billion a year industry. Growing demand has attracted celebrities which fuels more demand. Not necessarily a bad thing. But of the major brands, only Jose Cuervo enjoys Mexican ownership. Mala Vida is a smaller brand but it’s owned by the Mexican rock band Mana so we’ll check that one out as it has a good reputation.
Back to the gloomy news, as demand for the agave plant grows, forests get bulldozed and pesticides are introduced to improve crop yields. To produce the Tequila more efficiently, new methods are used which some think compromises the flavor.
So now what? We’re going to pay a little more attention to Jose Cuervo variants to support Mexican ownership. We’re sure to see more marketing to showcase environmentally-preferred farming methods used by certain brands. And we’ll try to resist buying Tequila promoted by our favorite celebrities as they are not necessarily better. (Note: Sammy Hagar sold Cabo Wabo in 2007). We’re hoping celebrity Baby Boomers in the business take pride in the quality of the product, protect the Mexican environment, and send us samples. We’re weak that way.
– Jet Cannon
