“So is it tequila?”
An important question when educating a new consumer on what your brand is and what your brand is not. What is an “agave spirit”? Are they all basically tequila? For better or for worse, consumers know what tequila is. As mezcal rides on the coattails of a big shift in consumer interest, can other agave spirits embrace it too?
My wife and I purchased a bottle of sotol aged in whiskey barrels – a collaboration project between two craft distillers who spoke at our conference last month. But one of the founders talked about the hardest thing is educating consumers on what the product is (other than delicious).
So dive in and read about the latest and greatest in the past week for spirits!
And now, the news…