Is geography destiny, or is it a calculated choice? In the world of ultra-premium spirits, the difference between a “good” tequila and a “legacy” tequila often comes down to a few hundred meters of altitude and a specific shade of red soil. For decades, the industry has looked toward the Highlands of Jalisco—Los Altos—not just […]
For decades, the wine world has obsessed over terroir—the soul of the soil, the climate, andthe altitude. Meanwhile, the tequila industry was often distracted by the “magic” of the barrel.But a revolution is underway. The world’s leading sommeliers and spirit experts are turningtheir backs on heavy oak influences and looking toward the Highlands of Jalisco. […]
In the world of high-end spirits, there is a line in the sand that should never be crossed. On one side, you have the artisans, the purists, and the 100% Agave aficionados. On the other, you have the “Mixtos”—a category that, quite frankly, is a relic of a past we should all be eager to […]
For decades, the golden rule of spirits was: “Older is better.” If it sat in wood for years, it was luxury; if it was clear, it was for mixing. But in 2026, the script has been flipped. The most discerning consumers are stripping away the oak to find the soul of the agave. The era […]
For years, the industry saw Tequila and Mezcal as rivals. One was the sophisticated global giant; the other, the smoky, artisanal outsider. But in 2026, the lines have blurred. Mezcal isn’t just “having a moment”—it has become the strategic cornerstone for any luxury agave brand looking to capture the “explorer” segment of the market. 1. […]
The agave surplus tequila market is currently witnessing a phenomenon that hasn’t been seen in years: a massive surplus. After a period of record-high prices that drove an planting frenzy, the market is now oversupplied, causing prices to plummet. While at first glance this might seem like a win for tequila brands, it creates a […]
In the tequila world, the NOM (Norma Oficial Mexicana) number is often treated as the ultimate seal of origin. It tells you which distillery produced the spirit, ensuring it meets the legal standards of the CRT. But if we think of the NOM as the kitchen, we must remember that a state-of-the-art kitchen doesn’t guarantee […]