Celebrating Tequila: A Conversation with Karina Sanchez, Don Julio Global Ambassador

24 Jul 2024 Latin America and CaribbeanOur brandsTequila
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In the last decade, tequila has experienced a remarkable surge in popularity, evolving from a niche spirit to a global sensation. In the United States alone, tequila has shown continuous growth for two decades and reached an all-time high in 2023, surpassing 31.5 million 9-liter cases sold, a 5.7 percent growth over the previous year. This has been fuelled by increased interest in premium and ultra-premium categories, the growth of cocktail culture, and a deeper appreciation for the craftsmanship behind the spirit. Today, tequila holds a prominent position in the global spirits industry, with brands like Don Julio leading the charge.

In the last decade, tequila has experienced a remarkable surge in popularity, evolving from a niche spirit to a global sensation. In the United States alone, tequila has shown continuous growth for two decades and reached an all-time high in 2023, surpassing 31.5 million 9-liter cases sold, a 5.7 percent growth over the previous year. This has been fuelled by increased interest in premium and ultra-premium categories, the growth of cocktail culture, and a deeper appreciation for the craftsmanship behind the spirit. Today, tequila holds a prominent position in the global spirits industry, with brands like Don Julio leading the charge.

To celebrate International Tequila Day, Diageo.com sat down with Karina Sanchez, Don Julio Global Brand Ambassador, to discuss the rise of tequila and what makes this spirit so special.

Q: Karina, can you tell us how and why tequila is gaining such global popularity?

Karina Sanchez: Absolutely! Tequila's versatility is a major factor driving its rising popularity in global markets. People are learning that there’s much more to tequila than the typical shot, and that you can enjoy tequila not just in classic cocktails like margaritas or palomas, but also in more unexpected ways. People are experimenting more and more with tequila and loving it—imagine a tequila espresso martini, or even a mojito made with tequila instead of rum. This adaptability to various cocktails and food pairings is what sets tequila apart and makes it so appealing for practically all occasions.

Q: What role has Don Julio played in the global tequila movement?

Karina Sanchez: Don Julio has been pivotal in elevating tequila from a party drink to a sophisticated spirit. Our commitment to quality and authenticity is driving the global tequila movement. Don Julio has been crafting tequila for more than 80 years, staying true to the legacy and traditions established by Don Julio González. Our artisanal methods, like careful agave selection and traditional production processes, give our tequila its distinctive characteristics. Don Julio Blanco is a bartender favorite for cocktails, while our Reposado and Añejo tequilas offer a more sophisticated experience, perfect for sipping or mixing in complex cocktails. Don Julio 1942, for example, is often enjoyed neat, and can also enhance cocktails like old fashioneds.

Q: How is tequila's reputation changing to a more refined and luxury product?

Karina Sanchez: The answer lies in education. People are learning to appreciate its taste and quality as well as its tradition and history. A big part of my mission is to highlight tequila’s cultural significance and ensure it is appreciated for its heritage and quality. Educating consumers about proper tequila consumption is crucial. Using a Riedel glass, for example, can elevate the tasting experience compared to traditional shots. Many have had negative experiences with tequila due to improper consumption in the past. We aim to change this perception by showcasing tequila’s versatility and quality, encouraging people to savor tequila like they would a fine wine, aged scotch or whiskey—appreciating its aroma, taste and finish.

Q: How has the role of women in the tequila industry evolved over the last decade?

Karina Sanchez: Seeing how the role of women within the industry has evolved has been one of the most rewarding parts of my experience. Today, women are increasingly involved in all segments of the tequila industry, from agriculture to executive roles. Female agronomists and even the first female jimadors (agave harvesters) are now an important part of the workforce. Women hold key positions in blending and barrel management – essential processes in tequila production. Within Diageo, leadership roles, such as the Director of Operations and the Global Vice President of Tequila, are held by women. It’s inspiring to see this commitment to gender equity within our company and the industry, and I’m sure women will continue to play an increasingly important role in the expansion of tequila around the world.

Q: What are the opportunities and prospects for the tequila industry?

Karina Sanchez: We are seeing how technology can create more opportunities, such as using drones for agave farming and immersive experiences like our Apple Vision initiative, which are being used to improve production and educate consumers, respectively. Simultaneously, we must remain consumer-centric, constantly innovating to meet market trends. Notable innovations include the first luxury tequila, Don Julio Reposado, and the first clear añejo tequila, Don Julio 70—showing that our commitment to innovation and quality continues to be a core part of our global strategy.

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