Brand strategies to give you a higher value to tequila They are diverse, ranging from the interest of celebrities, to the development of decanters and stories about the experiences of their artisan production.
Félix Fernández explains that the celebrities that have their brands work hand in hand with producers from the states that have the designation of origin, such as Jalisco, although they represent a very small number of the marketat least in the United States, where there are less than a dozen of the 2,150 registered.
“You have a George Clooney to “The Rock” (dwayne johnson) and even basketball players selling their brand and people who see this wonder what is happening with tequila. And with the strength of their followers, they make a brand known to the world”, adds the president of the CNIT.
The world toasts with tequila
The world consumes more tequila and this will lead the Mexican drink to grow 6.7% during this yearadded the president of the CNIT at a press conference, who projects that in 2023 the production of the distillate will increase 7%, from the 651 million liters that were produced in 2021.
Last year Mexico sent the world more than 416 million liters of tequilaa figure that was 23% above the exports of 2021, the year in which the consumption of Tequila worldwide represented 2.5% of all spirits.
Although the president of the CNIT also sees some challenges such as taking the drink to other markets, such as India and China, and the exponential growth of tequila agaves in the areas that have the denomination of origin, which are Jalisco and some municipalities of Nayarit, Guanajuato, Michoacán and Tamaulipas.
“Agave plantations are bigger than what the industry is needing and there may be overexploitation that in a few years it can become a serious problem. Today there are 36,000 farmers who plant agave; Five years ago it was 8,000 and they expect the price to be the same, and it won’t happen when there starts to be an excess”, he comments.
