Tequila production process

Premiumization of Tequila, a Trend in the Industry

[fa icon="calendar"] May 10, 2018 10:55:03 PM / por Servando Calderon

Servando Calderon

Premiumization of tequila Casa Sauza

As a Casa Sauza director and with more than 21 years of experience in the company, one of my challenges is to be aware of the latest trends in the industry so we stay at the forefront of things. I have lately detected two new trends, one on how spirits are consumed and the other on how new niches have been generated, such as premiumization.

Trend 1: Responsible Intake

There is a bigger awareness of responsible intake of alcoholic beverages, since we are more aware of the risks of alcohol abuse, both for our health as well as for our social circle, since alcohol abuse can seriously damage families. On this matter, us, as an alcoholic beverage industry, must recognize our influence and thus give our support in making this responsible intake trend become stronger in society. Although our industry is related to art in terms of the culinary and cultural enrichment that tequila brings, we must never lose sight of the negative impact that the excessive consumption of alcohol does make.

How much should we drink?

drink tequila casa sauza

Having a good time with friends is something that we all like. Speaking of responsible intake, it is established (in Mexico) that for a man, the allowed intake should be no more than three drinks per hour while women should not drink no more than two. Understandably, each country has different guidelines on the matter, so you should always check on your own country's regulations. What we call standard drink includes any drink with alcohol.

 

Trend 2: Premiumization of Tequilas

The other trend that we mentioned is the growth of the premium sector. The consumer is willing to pay for everything that entails work effort, achieving quality standard effort and responsible intake. There is a trend towards the premiumization of products in every category.

What is the Premiumization of Products?

Premiuimization means of the good stuff, just a little, in a very simple way of defining it. Why do I say "the good stuff"? Because most of the spirts take time to be produced and you know what they say, time is money.

Which is why, a good tequila must be understood, enriched and enjoyed, since not only it is a complement of a gastronomic and cultural experience but it also captures time.

How Does the Tequila Capture Time and Appeal to Our Senses?

In the case of tequila, our agaves grow for 6 years in the fields with all the specific elements and characteristics of our land, which go from the soil's minerals to the water or even the very atmosphere that surrounds the plant. These elements when combined, give different notes to the different tequilas of every region. We also consider that if the processes are different, they will also have a considerable influence on the notes of the drink. And this is why we say that to make a good tequila, you need both science and art in order to create experiences that do reach the senses.

premiumization of spirits casa sauza

What do You Want From a Drink?

Your drink can de fruity, herbal, spicy, dried fruit-like or woody. The most interesting thing about all this is that somehow, by means of your senses, a tequila can take you to find different experiences and memories. Many of this memories might be pleasant, although they might also lead you to some unpleasant ones, but most of them are good memories from your childhood, youth or from any other moment in which one felt good.

For example, when you recognize "this smells like chocolate" your senses evoke a wellness feeling, maybe a memory of the time when your grandmother would prepare your hot cocoa for you. This is why we say that to talk about tequilas is to talk about different experiences for each person, about memories and moments that made us cry or laugh, and that is exactly what enhances the experience that one has of the drink.

Why premiun? Because the drink has to be tasted, savored and enjoyed slowly; we must give it its proper time. If it already spent all those years in the fields, we must now give it some quality time to fully enjoy and feel all of the aromas and experiences that have enriched our lives. I think this is what captivates our market.

What Sensory Notes do Sauza's Tequilas have?

In general, our tequilas have a very characteristic citrus-like note of their own. The memories that come to my mind with this note are those of the early mornings when you wake up and feel like you can eat the world. In my case, I start my day by drinking a glass of orange or grapefruit juice, since it fills me with the energy and enthusiasm I need to carry out my activities and focus in my day. Aromas are related to our memory; we are not fully conscious of it when it happens but our subconscious mind brings those memories back to us.

There are clearly other notes in our tequilas, like the vanilla notes in the aged tequilas which, in my case, remind me of the vanilla milkshakes that my mom used to make for me. These are the memories and sensations that enhance our experience.

So this is why we say that the production of tequila is the combination of art and science in a product that might take 9 years to be fully done, until it finally reaches your palate to better enhance your experience of a premium product, such as the ones that you can find in our Casa Sauza products.

You can learn more about our tequilas at our Casa Sauza blog. You'll find information about tasting and pairing tequila, as well as cocktail recipes or even tequila-based food recipes. Take a look and become a tequila expert!

 

Dishes to pair with tequila

5 Best Tequila-Based Cocktails to Prepare with Tequila Sauza

Tequila Tasting at Casa Sauza, tasting at the most Mexican Style

 

Come and visit Casa Sauza and see for yourself how the modernization of our production processes delivers the purest tequila that you will find in the market.

Click here for more information on Casa Sauza Guided Tours

Temas: Improvement, Responsible Consumption

Servando Calderon

Escrito por Servando Calderon

Ingeniero experto en operaciones de la planta de Casa Sauza.