In the world of spirits, tequila is experiencing a renaissance like never before. Once synonymous with quick shots and hasty cocktails, tequila is now stepping into the limelight of refined indulgence.
Connoisseurs and casual drinkers alike are discovering the pleasures of premium tequila, savouring it sip by sip rather than just shooting it back. But what’s driving this shift in perception?
Why are more people choosing to savour rather than slam this iconic Mexican spirit?
Independent Media Lifestyle had the opportunity to delve into this intriguing transformation with Carlos Crain, the global brand ambassador for Volcan De Mi Tierra, a leading name in premium tequila.
According to Crain, the newfound appreciation for tequila as a premium spirit goes beyond trends – it’s about heritage, craftsmanship and a dedication to quality.
“Tequila has always been a treasure of Mexican culture,” Crain explains, his enthusiasm evident. But now, there’s a growing curiosity among consumers to explore its nuances to appreciate the craftsmanship involved in its production, and to enjoy it in a more sophisticated manner.”
Indeed, the rise of premium tequila represents a departure from its previous reputation as a party starter.
Artisanal brands like Volcan De Mi Tierra are leading the charge, focusing on sustainable practices and using traditional methods to produce tequila of exceptional quality.
“We’re seeing a trend towards authenticity and transparency in the spirits industry,” Crain says.
“People want to know where their drinks come from, how they’re made, and the stories behind them. Premium tequila offers all of that – it’s a journey through the agave fields of Jalisco, distilled into a glass.”
“Firstly, it starts with the agave plant. We meticulously care for and respect the land where our agave grows, ensuring only the highest quality sugar content after six to eight years of maturation. This dedication to quality in our raw materials is foundational."
Crain adds, “Secondly, we have our own distillery – an exceptional rarity in an industry boasting over 2 000 brands with only 200 distilleries globally. Of these, only a handful, including ours, produce tequila without additives.
“This allows us full control over the distillation process, ensuring purity and authenticity in every bottle.”
The brand’s unique partnership with Louis Vuitton Moët Hennessy distinguishes them further.
“Partnering with such a prestigious luxury brand underscores our commitment to excellence,” Crain remarks. “It’s a testament to our mission of offering the finest, purest tequila around the globe.”
Volcan De Mi Tierra’s tequila line-up showcases their dedication to craftsmanship and innovation. “Our Reposado, aged in new barrels of American and French oak, appeals to aficionados of whisky and cognac,” says Crain.
“Meanwhile, our Cristalino—Mexico’s first additive-free Cristalino – combines complexity with drinkability through unique barrel finishes in whisky and cognac.”
When it comes to enjoying their tequila, Crain emphasises its versatility.
“While ideal for savouring like whisky or cognac to appreciate its nuanced flavours, our tequila also shines in cocktails,” he notes. “Take our Reposado in a Paloma, where natural agave syrup and grapefruit enhance its profile, topped with tonic water and a tahini rim for a citrusy twist.”
In essence, Crain invites enthusiasts to experience the purity and complexity of Volcan De Mi Tierra tequila. “
Whether enjoyed neat or in a cocktail, our tequila stands apart for its integrity and exceptional taste,” he states.
“It’s not just a drink; it’s a journey through Mexico’s rich heritage and commitment to quality, now shared with discerning palates worldwide.”
∎ Volcan De Mi Tierra is now available at all leading South African retail liquor stores, clubs, restaurants and bars.