Focus - From slamming to sipping: How Tequila is growing up

By Richard Woodard | 17 July 2008

The burgeoning market for ultra-premium offerings, particularly in the US, has provided the Tequila category with high-value growth, allowing it to move on from its 'shooter and slammer' image of old. Richard Woodard reports on the growth in sipping Tequilas, the debate over the Mexican spirit's classification system, and the implications of the current over-supply of Tequila's basic constituent ingredient, blue agave.

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The burgeoning market for ultra-premium offerings, particularly in the US, has provided the Tequila category with high-value growth, allowing it to move on from its 'shooter and slammer' image of old. Richard Woodard reports on the growth in sipping Tequilas, the debate over the Mexican spirit's classification system, and the implications of the current over-supply of Tequila's basic constituent ingredient, blue agave.

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