Prices for agave are currently in a tailspin as sales of premium products slow in key markets like the US and years of zealous plantings finally catch up – and outstrip – demand.
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If you’re an avid agave fan or have been subject to any of my previous tequila musings of the last few years, you might have heard the phrase – ‘the tequila timebomb’. For a few years now, the boom in tequila’s popularity has been well documented, as have the numerous voices warning that, to keep up with this demand, producers are irresponsibly damaging Mexico’s agricultural and civil landscapes. In 2022, my article on the subject talked about monocropping practices of enormous agave cultivations, cloned plants, and the dangerous effect these were having on biodiversity, agriculture, and even water availability for local communities. So, 18 months later, have we managed to dispose of the tequila timebomb?
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With the cost of living ever increasing, UK consumers might be reconsidering the way they purchase spirits, but premium brands are likely in the best position to weather the storm. Now is the time to make the most of that brand equity, and perhaps take some lessons from challenging economic times of the recent past.
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From an almost complete unknown beyond the Americas, raicilla is now making inroads overseas, including markets such as the UK. David Furer reports on the new kid on the spirits block.
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Batanga Reposado and Batanga Blanco Tequilas are now available in the UK from Emporia Brands.
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With another two years to go before the current agave shortage – which has caused huge price spikes – is expected to come to an end, House of Tequila has urged the industry to “work together” to avoid such volatile market conditions in the future.
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