Alcademics

Tequila is the New Vodka; Tequila is the New Scotch in LA Times Magazine

Written by

Camper English

in

,

I've brought up one side of this topic before here on Alcademics, but now both sides are in a magazine.

In today's Los Angeles Times Magazine I have a story on tequila, looking at how brands are being produced and marketed – some like vodka; others like scotch. 

As our preference for 100 percent agave tequila grows, it’s no surprise that brands are now popping up to take advantage of that trend. But what is really interesting are the niches tequila is carving out: Some are being bottled in sleek vessels complete with the same marketing and mystique that seems to be inspired by premium vodkas, while other new tequilas are promoting the artisanal, historical and romantic notions of the agave spirit, akin to scotch whisky—even if the brands were created within the last week.

It's a whopping 1,000 word story. Please give it a read and let me know what you think. 

Tequilastoryphoto
(Photo: BRIAN LEATART for LA Times Magazine)

Comments

8 responses to “Tequila is the New Vodka; Tequila is the New Scotch in LA Times Magazine”

  1. Tim Avatar
    Tim

    Spot on! Clever piece my man.

    Reply
  2. Blair Frodelius Avatar
    Blair Frodelius

    Camper,
    So, let me ask you this…
    Do you feel that these new 100% blue agave tequilas should demand the price points that premium vodkas have made in the past 5 years? Vodka can be made from anything and is arguably the world’s easiest spirit to make (hell, moonshine is technically corn vodka!) Personally, I know the work that goes into making tequila, mezcal and sotol and feel it deserves a higher place (along with Scotch) than any vodka as a premium spirit.
    What amuses me is the misguided assumption that clear spirits are arguably smoother and “easier” to drink. It’s all about the distiller’s artistry, and then to a slightly lesser degree, the aging and blending. Who the f*ck cares what color it is???? Gahhhh!!!!
    Blair

    Reply
  3. Barina Craft Avatar
    Barina Craft

    “Many fans don’t know they’re drinking tequila.” says a lot. You could substitute scotch into that quote too.
    The handcrafted cocktail craze has produced a mixture of experimentation combined with continuing older traditions.
    Lots of choices for home bar enthusiasts are emerging.

    Reply
  4. Camper English Avatar
    Camper English

    Well I don’t think tequila is underpriced but that much vodka is overpriced. Sauza proved that you can make a $15 100% agave tequila. I think the brands that are coming in beneath the $40 blanco level that most brands have adopted are very smart. Tres Agaves is at the level of a more expensive tequila for $10 less, for example.

    Reply

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