The Only Direct to Consumer Print Magazine for Tequila & Agave Spirit Aficionados
There is a phrase you will hear often in the world of agave spirits: “sustainable.” You will see it on shelf talkers, in tasting notes, on brand websites with photographs of sun-drenched hillsides and smiling farmers. What you will hear far less often is a clear explanation of what any of it actually means — or who is checking. The agave plant is not a renewable resource in the way…
Walk into any serious mezcal bar and you will find a flight card dominated by Agave angustifolia, better known as espadín. Order a sampler. The bartender will explain each bottle with genuine enthusiasm. But ask them why every pour is the same species, and you will likely get a shrug dressed up as a recommendation: espadín is approachable, they will say. It is consistent. It is what people know. That…
From the Karoo Desert to the Queensland coast, distillers on six continents are working with agave. Here is what they are making, why it matters, and what it actually tastes like. Mexico did not invent the agave plant. It cultivated a relationship with it spanning thousands of years, developed the knowledge to ferment and distill it, and eventually built an entire culture around the results. That history is real and…
From maguey field to finished bottle, here is what separates artisanal mezcal from everything else in your glass. Not all mezcal is made the same way, and if you have spent any time in the category, you already know that. But knowing it and understanding it are two different things. The word “artisanal” gets thrown around constantly, in tasting rooms, on back labels, in marketing copy, sometimes accurately and sometimes…
Marketing an Agave Spirit in 2026? Read This First. The agave category is not what it was two years ago. The celebrity gold rush has cooled, adulteration lawsuits have shaken consumer trust, premium demand is softening, and RTD cocktails have quietly become the only growth format left in US spirits. If you are building or repositioning a tequila or mezcal brand right now, the old playbook will not save you.…
Learn to Taste Agave Spirits Like You Mean It Most people pour a shot of tequila, throw it back, and never think twice. If that has been you, no judgment. But there is a whole world of flavor hiding in that bottle, and once you know how to find it, you will never drink the same way again. That is exactly what Agave 101 is for. It is a free…
How the world’s most passionate spirit will find its perfect audience in romance readers and telenovela devotees