From Cottage Industry to Billion-Dollar Category: A Decade of Agave Market Shifts
Ten years ago, the word “mezcal” drew blank stares at most American liquor stores. Tequila was a party shot or a margarita ingredient, its finer expressions appreciated by a small but growing tribe of converts. Today, agave spirits occupy the most valuable shelf space in the country, a celebrity-saturated, investor-fueled, multibillion-dollar juggernaut that shows no sign of slowing. How we got here is a story worth telling carefully, because the…
