The Rise of Tequila and Mezcal 

My first experience with tequila, about 50 years ago, left me prostrate at the door I couldn’t quite open where I spent the rest of the night. Thirty years later, I tried it again and found it had a better effect on me. It put me in a social, almost gregarious, mood, with and less chance of incapacitation.

That was good timing, as it was the dawn of the rise of tequila – and its smoky cousin mezcal – as a respectable alcoholic beverage at the level of scotch or bourbon.

In fact, US consumption of mezcal jumped 53% last year. Tequila jumped 27%. This year, it’s estimated that Americans will spend more on tequila and mezcal than on whiskey. And more than they spend on vodka by 2023.

What’s behind the increase?

These are the main factors:

* Their versatility – High-end offerings have pushed tequila beyond shots and margaritas and into the realm of sippable scotch and cognac. And while mezcal can substitute for tequila, it can also be used in drinks that would otherwise call for scotch or whiskey.

* The health factor –  Though it’s hard to call any spirits “healthy,” 100% agave tequila is gluten free, low in calories, and has fewer congeners. (Congeners are fermentation products that lead to hangovers.)

* Their broad appeal – Tequila and mezcal consumption spans age, gender, culture, and occasion. This gives them a wider market than other spirits.

Then there’s the celebrity factor…

Just a few of the “names” that have come up with their own brands of tequila: George Clooney, Kendall Jenner, Eva Longoria, Justin Timberlake, Dwayne “The Rock” Johnson, and Nick Jonas.

(Source: Bloomberg)