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Tequila All Stars by Tomas Estes |
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Written by Phil Bayly
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Friday, 07 March 2008 |
The bar is in a kind of grotto or cave, one where pirates may have loved hiding and drinking in. There is laughter and merriment rising along with the music of Bob Dylan and the Rolling Stones, modern-day pirates. It is warm late October 2007 on the private island of the Ricard family [of Pernod Ricard, currently the second largest drinks company in the world].
In the bar is a celebration of the end of a successful three-day, four-night gathering, “The Tequila All Stars” show. This was an activity hosted by the International Bar Business School run by Dave Steward on the island. Eleven star tequileros [tequila producers] were present from Mexico as well as bartenders and bar owners from Australia, the U.S., France and the U.K.
The subject of the show was tequila and a main theme that came up again and again was the premiumisation of tequila in the market. It is understood that this is a global phenomenon common to all spirits categories. It was shown that vodka for example has experienced notable premiumisation in terms of ‘new image’ brands with packaging and pricing to match the image.
Tequila is experiencing the same dynamic with perhaps something unique, an actual raising of quality of what’s in the bottle. In the last 15-20 years the image of the entire tequila category has been moving steadily upwards. This is due to the focus of attention on the parts of the tequileros on making their tequilas to suit contemporary world-class tastes. Standards of production are being studied and as a result the tequilas produced are of a higher quality with more taste appeal. Packaging and presentation has followed suit.
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