25/05/2025
Market research diaries ( #2). Jalisco, Mexico.
The capital of agave and birthplace of the ambassador(s) of Mexican heritage: tequila (and mariachi music). The rolling hills of agave were as prominent and defining as the grape vines of Napa valley. With endless abundance, both farmed and wild, it is easy to see why even the Aztecs sipped on the earliest fermented blue agave bi-product: pulque.
Today, much of the tequila we consume comes in a 2oz shot glass with salt, lime, and the sharp reminder of regret. It’s easy to overlook the rigor of the craft. From farm to glass, the simplest tequilas take just as long as some of the finest whiskey to produce. The sweet spot to harvest the blue agave is between 7-12 years, before it’s cooked, distilled, and in some cases barreled and aged. A blanco can age up to 2 months for while an añejo can age in a barrel for 1-3+ years, where color, tannins, and depth are imparted on the tequila, just like a whiskey.
While tequila can be enjoyed as a shot or sipped neat, two classic drinks were invented to offer relief from the sweltering Jalisco sun, or redemption to those who’ve sworn off tequila altogether - the margarita and the paloma.
