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New tequila era
After the myth of Denominación de Origen Tequila has been failed (look European Union rules about Tequila), what is new in tequila?
How to add value to tequila?
We are in the tequila brands explosion time, actually with 100% agave products.
Marketing think-tank are looking in different ways.
For example, Tequila by authors. It means Gurus, people who is the owner or certifies his-her brand,. They have a reputation or an “official” (?) status (?). There are brands by pop star system (like parfums strategies?) and by nice “persons” who have the best public relations in tequila networks and media mass system.
What about strategies remarking tequila regions? Impossible to say terroir, because traceability and technology have been focused in volume growth not in quality. They, simply took Scotch Whisky model and put in Tequila: low-lands and high-lands. Not bad.
The most important thing consider by myself as a big opportunity is the “tequileros gringos boom” analysis. I think anthropologist, sociologist and economist need to study this part of the industry, because, they are creating, adding and designing more and more strategies in tequila than mexican tequileros. Do yoy wnat to know about tequila innovation? Go to US and examine also the cultural identity and evolution (very important doctoral thesis Sarita Gaytan, 2009).
What is doing tequila industry in Mexico? Foreign investment in all the most important brands is well known. Then, where are the mexican tequileros? What they are designing in new markets and innovation for the new tequila era? The worst thing happened to tequileros mexicanos is a lack of creativity. Well designed bottles and exorbitant prices are not a consistent strategy… What they are doing with the elixir?
Tequila UNESCO landscape is having problems in protection and sustainability, the Denominacion de Origen Tequila has not value in Europe… Then, what is the latest war of tequileros mexicanos? Be the owners of AGAVE or AGAVACEA trademark… They said “el estado mexicano is the owner”. The goal is finishing with “Agave distillates” competition.
Tradition, authenticity, origin, fair trade, sustainable development? Creativity in tequila industry must to be studied. In any case we can see a crazy world, a surrealistic case as Mexicans we are.
Key words: brands-author, ambassadors marketing; Tequilas by region (not terroir). lowlands-highlands,
New posts about tequila, mezcales and agaves
12-12
News
Many new tequila brands are emerging, at least 1000 of them are registered in CRT…
- How many of them are top and wonderful spirits?
- How many tequila factories are cooking, fermenting, distilling in the best way?
- How many tequila producers are doing a fair trade with agave growers?
Perhaps, 12% of them?
December 12th, new posts about tequila by Ana Valenzuela
Cheers
PS. Just with the finest tequilas in a glass