Video: why Tequila is taking over
What are the key drivers behind Tequila’s premiumisation? And how can the category remain competitive in the fast-moving world of spirits? Grace Gonzalez, fourth-generation master distiller at El Mayor Tequila, shares her expertise on the matter.
As a fourth-generation member of the family behind El Mayor Tequila, master distiller and ambassador Grace Gonzalez has a unique perspective on the Tequila category.
She spends around 70% of her time travelling and sharing her love of El Mayor, and the wider Tequila category, with agave spirits enthusiasts around the world.
The development Gonzalez has witnessed regarding consumers opening their minds and palates to sipping Tequilas is something she still finds intriguing.
“Back in the day, you would never see a person just having a neat Tequila,” Gonzalez explained during an interview with Melita Kiely, editor-in-chief of The Spirits Business, at ProWein on The Spirits Business Hub stage. “And believe it or not, ladies are the number-one drinking just neat Tequila, or [Tequila] with sparkling water.
“I find that a lot of people ask me, ‘How do you drink it in Mexico? How do you pair it?’ So, pairing neat Tequila with food is something that has grown globally, I’ve seen it of course in the United States, in Mexico, but I’ve seen it in Germany, in the UK.”
As interest in Tequila grows, new players have entered the scene and this has put pressure on agave farmers. It is something El Mayor is conscious of and Gonzalez explains how the distillery works hard to ensure its farmers and partners are treated fairly – and, crucially, paid fairly.
“My family has been in the industry for around 125 years,” she explained. “The people that we’ve worked with have always worked with the family.
“It’s definitely important to be loud about it. By being vocal, you’re also helping other companies to do the same, giving them ideas as to what you are doing, but also protecting the agave farmers.”
As a woman in the Tequila industry, Gonzalez is also a big supporter of empowering other women to also succeed in the industry. She highlights the importance of male figures also aiding this plight as the industry strives to be more equitable.
“One thing I always like to mention is I was supported by a male, and that to me was a game changer,” Gonzalez said. “My father has always had my back and when I told him that I wanted to be a master distiller, he said, ‘Well, you know, especially within Tequila it’s a male-dominated industry and the path that you’re choosing, it’s going to have a lot of people are not going to like it. They’re going to close the door in your face, you won’t be very supported, but I have your back.’ So, thanks to him and his business partner, [I was] very supported by two very strong males.”
Click the video below to watch the full interview. For further talks and discussions from The Spirits Business Hub at ProWein, visit The Spirits Business YouTube channel.
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