The agave spirits category is experiencing a surge in popularity, with producers and enthusiasts identifying education as a crucial element for sustained growth. While cocktail culture has played a significant role, particularly in elevating tequila, there’s a growing need to educate consumers on premium and super-premium varieties, including mezcal, raicilla, and bacanora.
Eduardo Condé, General Manager at El Primo Sanchez in Sydney, notes an increased consumer interest in various agave spirits beyond tequila. He emphasizes the distinct characteristics of spirits like mezcal and raicilla, highlighting their versatility and regional influences.
In the US, Leyenda, a tequila and mezcal bar co-owned by Ivy Mix, has prioritized category education since its inception. Mix underscores the importance of welcoming customers with open doors and providing guidance on pronunciations, creating an experience reminiscent of Latin American encounters.
Despite the surge in interest, Australia is perceived as lagging behind the US in consumer knowledge of agave spirits. Drew Doty, Managing Director of Proof Drinks, urges bartenders to encourage exploration of aged and premium expressions of tequila. He sees an opportunity for consumers to delve into the intricacies of tequila, akin to the aging processes of rum and Scotch.
Mezcal’s growth, in particular, is anticipated to benefit from on-premise promotions, especially as it becomes a key component in popular cocktails like Ranch Water. Ryan Anderson, Marketing Manager at Vanguard Luxury Brands, emphasizes the role of bartenders as trusted advisors in introducing patrons to premium sipping mezcals.
However, the surge in demand raises ethical concerns. Mix highlights the potential for exploitation in the mezcal industry, emphasizing the need for responsible sourcing and fair compensation for producers. Political unrest and supply chain disruptions are additional challenges faced by mezcal producers.
Sustainability is also a growing concern in the agave spirits industry, as high demand leads to biodiversity issues and plant health concerns. Jalisco, a major tequila-producing region, is experiencing challenges due to the monoculture of blue agave, impacting endemic agave species with cultural significance. Additionally, sustainability efforts are hindered by the lengthy growth period of agave plants, ranging from seven to forty years.
Balancing growth with social and environmental responsibility is becoming crucial for the agave spirits industry. Education, ethical sourcing, and sustainability efforts are seen as key factors in ensuring the long-term success and health of the category.
