Is There Confusion in the Mezcal Market?
Recently, a VERY knowledgeable mezcal market participant hypothesized the following theory: all of the variations and multiple products being pushed out by individual brands is confusing to the average mezcal consumer and potential mezcal consumers. This person felt there were too many tobalas, pechugas, madrecuixes, etc, and that the overwhelming number of choices led to no choice being made. It’s like all those great Taylor Swift songs: how can you choose which one to listen too?
Could all the mezcal choices lead to drinker inaction? Let’s start by looking at tequila. With tequila, there are more than 1,000 brands, but virtually every one of them has the same three products: silver, reposado, and anejo. And it is all blue agave by definition. Simple. These 3 expressions are readily understood by most tequila consumers, and even if they do not know this, people are rarely confused. You walk into a bar, you see tequila behind the bar, and at most, you see 3 bottles of the same brand, but even that is not at every bar. (more…)




You really cannot imagine what the past week has been like unless you have lived it. Public officials are calling this the greatest natural disaster to ever fall upon New York. I am certain the same is true for NJ, and CT is not far behind.


But for now, let’s talk about the Master Mezcalier Class that I attended in May. As you may know from prior posts, I was quite psyched to attend this course and start the process toward formal mezcal accreditation. 





