Tourism and Tequila: Hitting the Tequila Trail

We have entered a new era of marketing. Traditional print and TV ads are no longer as effective, and the rise of streaming services may be partially to blame. With most of the population shifting away from cable networks, the exposure to commercials has significantly decreased.

Billboards are no longer as impactful, especially with the younger generations who have grown up surrounded by constant marketing messages. To connect with new consumers, online strategies like social media, influencer marketing, and tourism are key. Many people still love to travel and seek out experiences, such as tasting their favorite alcoholic beverages. The success of tourism destinations like the Kentucky Bourbon Trail and Napa Valley, which attracted over one million and 3.5 million visitors respectively, showcases the appeal of this approach.

The success of these destinations can be attributed to their appeal, engaging experiences, and targeted approach. This has not gone unnoticed by the tequila industry, as evidenced by the significant growth of the Tequila region from 110,000 to 1.2 million visitors in the past six years. While over half of these visitors are Mexican nationals, the rest come from the U.S., aligning with the fact that 60% of global Tequila consumption occurs in the United States. As a result, the region is now focusing on developing the necessary infrastructure to accommodate the increasing number of tourists.

What You Need to Know About Tequila

Tequila is a unique distilled spirit crafted from Agave Tequilana, Weber Blue, Blue Agave, or Agave Azul. Its origins date back over a thousand years when the Aztecs first concocted a sour alcoholic elixir from the sweet sap of the agave plant. Originally reserved for sacred ceremonies rather than everyday revelry, Tequila's transformation into a beloved spirit began when Spanish conquistadors recognized its potential and applied their distillation expertise to refine it into the drink we know today.

Today, only five areas of Mexico are legally allowed to produce Tequila. Only 22,000 registered agave farmers are part of the esteemed DOC Tequila region. The government enforces stringent regulations on Tequila production, ensuring that those who follow these guidelines earn a prestigious NOM number and recognition from the Tequila Regulatory Council. To meet the criteria, the beverage must be crafted from at least 51% Blue Agave, aged for a minimum of 14-21 days, comprised of natural ingredients, and contain no less than 38% alcohol.

Visiting Mexico’s Tequila Trail

The Tequila Trail, just a short distance from Guadalajara, has sparked a surge in interest in Tequila, leading distilleries to offer tastings and tours. If you're considering joining, prepare to leave behind any preconceived notions about Tequila consumption. This experience is far from the typical shots with salt and lime; instead, you'll be treated to a diverse range of flavors that will pleasantly surprise you with their sophistication.

Jose Cuervo Express

Along the Tequila Trail, you’ll visit some globally recognized names in the tequila industry. You can fly into Guadalajara and buy tickets to the Jose Cuervo Express. The vintage black and gold train sets the nostalgic tone as you depart from the station, immersing you in a journey through fields of hand-chopped agave tended to by cowboys on horseback. Along the way, a knowledgeable tequilier shares fascinating insights about tequila, including a trick to determine its quality by rubbing a few drops on your hand - any stickiness indicates added sugars.

Before you depart to your first distillery, your tequilier will give you a few tips to savor your drinks. According to tradition, the best way to appreciate tequila is to take in and hold a breath, sip, swallow, and finally breathe out. Follow these steps to eliminate the burn that comes with the drink.

Distilleries on the Tequila Trail

There is a lot to see and do on the Tequila Trail, including trips to Tequila, El Arenal, Amatitán, Magdalena, and Teuchitlán. There are many distilleries that include tours and unique experiences for guests. Some distilleries include:

• La Cofradia – The only distillery with a ceramic factory that creates hand-painted custom items.

• Jose Cuervo – Maybe one of the most recognizable names of guests who witnessed the harvesting, production process, and bottling of the drink.

• Sauza – In addition to tours, there is an on-site bar and botanical garden.

• Tequila Herradura – The most comprehensive tour of the Tequila making process.

• El Llano Distillery – A family-owned and operated business since 1900, guests get a chance to see and possibly speak to the master distiller, who is often on-premise.

Are you interested in learning more about how Tequila can improve your portfolio? Contact Brindiamo Group to see how our advisers can help.

Additional article resources: Fleming, David. “Upping Tequila’s Tourism Game.” Market Watch, July/August 2017, page 34.