Today the National Tequila Day is celebrated for the fifth year, and it is celebrated with positive results and the growth of the traditional Mexican drink internationally.
Although during the last two years it was not held in person due to the COVID-19 pandemic, this anniversary comes at a time of consolidation in the sector.
It was in 2018 when the Congress of the Union approved the initiative to celebrate National Tequila Day every third Saturday in March.
Ramón González Figueroa, director of the CRT, highlights the unity of the sector.
“There is much to celebrate in terms of the results of the production chain, there are many successes in production and exports…also in the consumption of agave and the records that have been broken in this agro-industry in recent years consecutively. ”.
The manager points out that the growth of the industry is the reflection of the joint work between agaveros, tequila producers, packers, marketers and the Government. “With a framework of unity and joint work, you can build many things.”
The Tequila Regulatory Council has perfected its systems, hand in hand with universities and research centers.
Today, tequila is in the bigger leagues and with bigger commitments.
“The balance is what you can build around a model, which is one of the most social models in terms of intellectual property, such as Denominations of Origin.”
Sustainability and strategic planning, challenges of the tequila sector
Sustainability and strategic planning are the great challenges of the tequila industry, which today celebrates National Tequila Day and which conquers new palates and markets every day.
“The world is practically turned to the fact that if you don’t work on sustainability issues, you have practically no opportunities. It is important to conquer new markets, the consumer has a huge range of product offerings with Designation of Origin and without Designation of Origin, but you compete for flavors, for quality, for traceability. I believe that tequila is conquering new markets”, comments Ramón González Figueroa, director of the Tequila Regulatory Council (CRT).
He explains that it is time to specify the long-awaited “strategic planning”, which will allow ordering the supply and demand of agave as the main raw material for the preparation of the drink.
“It is the stone in the shoe of this productive chain. Seeing that, from one year to the next, from 2021 to 2022, more than 10,000 farmers grow. It is a challenge because it is a growth, an important boom”.
He recognizes that these increases in producers represent a great challenge, because they imply a greater supply of agave.
“What we must do is continue promoting new markets, so that the industry continues to grow, innovating in new products and professionalizing the production chain.”
Currently, the tequila industry consumes around 120 million agaves a year, so it is necessary to plant around 140 million plants due to losses from pests and diseases, for example.
The Denomination of Origin zone includes a cultivable area of 420,000 hectares for the cultivation of agave, which represents 14 percent of the total area.
“There is still a lot to grow, so the big problem is that it is necessary to grow hand in hand with the industry, because why do you want to grow in agriculture when you don’t have a market.”
That is why “I celebrate that the agro-industry is united, if it were not united… it would be something else. Today, one of the great achievements is that each company has a water footprint and its carbon footprint”.
It is the favorite drink
As a result of the declaration of the Denomination of Origin of Tequila, the traditional Mexican drink began to be enjoyed more by consumers.
Eduardo “Rock” has been a lover and connoisseur of this spirit for many years.
“At the age of 18 I started drinking tequila, I remember it was Jimador because it was in fashion. You went to a club and it was the one there was… there was also Cazadores”.
He emphasizes that in the stores there were some cheaper battle brands for young people, Cabrito and Tequila Xalisco.
“When I started drinking tequila, many people drank rum, brandy and vodka, but few of us drank tequila.”
Eduardo acknowledges that, over the years, tequila became a better quality product and its price rose due to its high demand.
In addition, he says that consumers have also become more knowledgeable and know the difference between a mixed tequila and a 100 percent agave tequila.
Currently, there are 2,218 brands of tequila, but Eduardo is a faithful consumer of the Traditional, of which he drinks at least one or two bottles a week.
“I highlighted tequila for its flavor, it is not a drink that causes you a lot of hangovers, like any other drink, but it depends on the quantity. In addition, they say that it has many properties.
“When I started drinking tequila, many people drank rum, brandy and vodka, but few of us drank tequila”
Eduardo “Rock”, lover of tequila
Today is National Tequila Day with records in all indicators. SPECIAL
Agaveros highlight industry growth
Agave producers, a link in the agave-tequila production chain, highlight the growth of the industry in recent years.
The producer Ángel González Aldana comments that, thanks to the recognition of the Denomination of Origin of Tequila, granted in September 1974, the industry was promoted.
“For us as an industry and agave-tequila production chain, the worldwide recognition is very welcome.”
He explains that, in addition to the increase in consumption, it also brought with it more investment in the sector.
He stresses that the creation of the Tequila Regulatory Council was another driving force for the ordering of the industry. First, with the production of agave, which is the raw material for the drink; and second, with the creation of the inspection, field and certification departments, a clearer vision was achieved for the development of the productive chain.
“He came to set the standard, trust for the certification and verification of the production and distribution of the drink. It gives the consuming public certainty that the product is certified and is produced with all the regulations that apply”.
The tequila businessman indicates that the growth of the industry is reflected in more tequila factories. 30 years ago there were around 30 companies and currently there are 185.
However, he acknowledges that the next few years will be challenging for the sector, which will undergo a rearrangement of cultivation, since many lands had been reconverted to agave production.
“It is one more anniversary of the productive chain. We celebrate the increase in consumption worldwide, as well as the recognition of the Mexican drink par excellence”.
Ángel González Aldana, agave producer. THE REPORTER
Themes
CRT Tequila Mexican Economy Tequila Industry Agroindustry
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