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Premiumization as a trend in the tequila industry

As CEO of Casa Sauza, with more than 21 years of experience, one of my challenges is keeping an eye on industry trends to stay ahead of the curve. In this latest stage, I have detected two trends in how spirits are consumed and how niches such as premiumization have been generated.

When is International Tequila Day?

International Tequila Day is on July 24th. What was once considered a regional Mexican drink has...