Tequila

Tequila Takes a New Shot: Premium Brands and Aussie Palates

Tequila, once relegated to the realm of spring break clichés, is experiencing a sophisticated glow-up in Australia. Forget the cheap shots; Aussies are developing a taste for premium tequilas, with brands like Herradura leading the charge. This isn't just a fleeting trend; it's a shift in how we perceive and enjoy this iconic Mexican spirit.

Herradura Raises the Bar with Higher-Proof Blanco

The latest buzz in the tequila world comes from Herradura, a brand known for its dedication to quality. As reported by Robb Report, Herradura has recently launched a new blanco tequila in the American market that boasts a higher proof than most. This isn't just about a stronger kick; it's about enhancing the complex flavours and aromas of the agave, the plant from which tequila is made. This move signals a broader trend towards premiumisation within the tequila category, where distilleries are focusing on crafting nuanced spirits for sipping and savouring, not just mixing.

Recent Updates: More Than Just Shots

The arrival of Herradura's higher-proof blanco is a significant development, but it's just one piece of the puzzle. While Robb Report's coverage focuses on the US market, the trend towards premium tequila is certainly making waves in Australia too. Here's a breakdown of what's been happening:

• Herradura's New Release: As of yesterday, Herradura’s new higher-proof blanco tequila is available in the US market, marking a significant move for the brand and demonstrating the growing demand for premium tequila experiences. (Source: Robb Report)
• Premiumisation Trend: The tequila market has seen a significant shift, moving away from its reputation as a party drink towards a more refined, sipping spirit. This is driven by consumers seeking higher quality and more complex flavour profiles.
• Australian Demand: Australian consumers are increasingly interested in exploring different types of tequila, moving beyond the standard mixto options to embrace 100% agave tequilas. This is evident in the growing availability of premium brands in local retailers.

A Brief History: From Humble Beginnings to Global Phenomenon

Tequila's story is deeply intertwined with Mexican culture. The spirit originates from the blue agave plant, primarily cultivated in the area surrounding the town of Tequila in the state of Jalisco. This region's red volcanic soil provides the ideal conditions for growing the agave, which takes years to mature before harvest.

As Wikipedia explains, "Tequila is a distilled beverage made from the blue agave plant… primarily in the area surrounding the city of Tequila… and in the Jaliscan Highlands.” The harvesting process, known as "jima," involves carefully removing the leaves to expose the heart of the agave, which is then cooked and fermented to create the spirit.

Traditionally, tequila was primarily consumed in Mexico, but its popularity has spread rapidly over the past few decades. Initially, much of the tequila exported was of lower quality, contributing to the spirit's reputation as a cheap party drink. However, the rise of premium brands and a growing appreciation for tequila’s complex production process have changed this perception.

Immediate Effects: Aussies Embrace the Tequila Renaissance

The shift in tequila's image is already having a noticeable impact in Australia. Here's what we're seeing:

• Broader Selection: Retailers like BWS and Dan Murphy's are stocking a wider variety of tequilas, including blanco, reposado, and añejo varieties. This increased availability reflects the growing consumer interest in different styles and flavour profiles.
• Elevated Cocktail Culture: Tequila is no longer just for shots. Aussies are exploring sophisticated tequila-based cocktails like the Margarita, Paloma, and Tequila Sunrise, as noted by Liquorland.
• Consumer Knowledge: There's a growing awareness of the difference between mixto tequilas (which contain other sugars besides agave) and 100% agave tequilas. Consumers are increasingly seeking out the latter for their superior quality and taste.
• Brand Awareness: Brands like Don Julio, Jose Cuervo, and Sierra are household names in Australia, but newer, premium brands such as Herradura and even celebrity-backed brands like Kendall Jenner's 818 are gaining traction.

Future Outlook: Sipping, Not Slamming, is the New Normal

The future of tequila in Australia looks bright, with several trends pointing towards continued growth and sophistication:

• Continued Premiumisation: We can expect to see more high-end tequila brands entering the Australian market, catering to the discerning palate. This includes unique expressions, aged varieties, and limited-edition releases.
• Focus on Agave: The emphasis on 100% agave tequila will continue to grow. Consumers will become more educated about the importance of agave in tequila production and seek out brands that prioritise quality ingredients and traditional methods.
• Cocktail Innovation: Bartenders and mixologists will continue to experiment with tequila, creating innovative and exciting cocktails that showcase the spirit's versatility.
• Educational Experiences: Look for more tequila tasting events and masterclasses that educate consumers about the history, production, and flavour profiles of different tequilas.
• Sustainable Practices: As consumer awareness of environmental issues grows, brands that prioritize sustainable agave farming and production methods will likely gain more favour.

Beyond the Hype: What Makes a Good Tequila?

While celebrity endorsements and sleek branding can draw attention, understanding what makes a good tequila is key for enjoying it to its fullest. Here are some things to consider:

• 100% Agave: This is the most important factor. Look for bottles that clearly state "100% agave" or "100% de agave." Mixto tequilas, which contain sugars other than agave, tend to be lower in quality and can result in unpleasant hangovers.
• Blanco/Silver: Unaged tequila, bottled directly after distillation. It showcases the pure flavours of the agave.
• Reposado: Aged in oak barrels for two months to a year. It develops a slightly golden colour and subtle oaky notes.
• Añejo: Aged in oak barrels for one to three years. It has a rich, amber colour and complex flavours of vanilla, caramel, and spice.
• Extra Añejo: Aged for more than three years. It's often considered the most premium category, with deep, complex flavours.

The tequila landscape in Australia is changing, and for the better. It's no longer just a spirit for shots; it's a complex and nuanced drink to be savoured and appreciated. With premium brands like Herradura leading the charge, Aussies are now embracing the art of sipping tequila and discovering the rich heritage and craftsmanship behind this iconic Mexican spirit. The future is bright, and the future is definitely tequila.