If big brands are doing it and they are successful in the market, it means it works, right? No, it’s not that simple.

Demand for Tequila has resulted in agave shortages, higher production costs and ‘external threats’ such as alternative agave spirits from Mexico, Australia, the US, and other countries, the IWSR warned.

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Take the case of sotol, which is produced from an agave-like plant from the genus Dasylirion, a clear spirit like tequila and mezcal, it tastes more botanical, with flowery notes you’d expect in a quality gin.

“What’s clear from our research is that when it comes to RTD beverages, the majority of alcohol consumers prefer those that are spirits-based,” said Robert Blizzard, partner at Public Opinion Strategies.

As well as rising agave prices, brand owners are also dealing with inflationary pressures linked to pandemic-related issues, including the sourcing and cost of packaging, labour shortages and shipping issues – all of which put pressure on pricing and margins.

They are now the most followed spirits brand on TikTok.

These stealth visits to drinking holes are part of the CEO’s common-sense approach to expanding the 217-year-old business.

Islay’s famous Scotch is expanding fast, but residents say the growth is unsustainable