Mexico celebrates World Tequila Day with production and export records

RIO DE JANEIRO, BRAZIL – Mexico’s most emblematic drink celebrated World Tequila Day (July 24) amid production and export records, a reflection of its growing international appreciation despite the Covid-19 pandemic.

Production of the beverage increased by 6% in 2020 to a historic 374 million liters. In the first half of 2021 alone, it accumulated an annual growth of over 37% with close to 260 million liters, revealed data from the Tequila Regulatory Council (CRT).

Meanwhile, exports increased by 16% in 2020 to almost 286.7 million liters, while in the first half of this year, they have already risen by 22.45% annually by exceeding 157 million, according to the CRT.

Tequila and mezcal exports accounted for US$1.146 billion in the first five months of 2021, making it the agri-food product with the third highest foreign demand, behind only beer and avocado, reports the Mexican Ministry of Agriculture.

“In numbers, (the pandemic) has not hurt the tequila industry that much, in fact, they have continued to sell. It’s funny, but part of the confinement is trying to calm down with a few drinks,” said Ricardo Flores, an expert at the Tequila and Mezcal Museum (Mutem) in Mexico City.

WORLD HERITAGE

Tequila Day was celebrated this July 24 to commemorate Unesco’s declaration as world heritage the old industrial facilities and agave plant landscapes in Tequila, the town in Jalisco, western Mexico, from which the drink originates.

“The world heritage is based on the agave cultivation and the old tequila factories. It is considered that already for more than 500 years that cultivation has existed,” comments Flores.

The expert is the head guide at Mutem, a museum in Mexico City’s Plaza Garibaldi that is not sponsored by any brand, with a collection of 750 unique bottles of different tequilas.

Mutem promotes the protection of the “agave tequilana weber,” the only official plant from which the 16th-century mestizo drink, which resulted from the syncretism of indigenous and Spanish culture, originates.

“That is the importance of tequila, it became the mezcal wine that gave tradition to the people and began a path that today is becoming spectacular,” says Flores.

A CHALLENGING BEVERAGE

Tequila production in Mexico has been growing at an average of between 5% and 7% annually for the last 15 years, according to the Jalisco Agaveros Council.

But the drink faces challenges beyond its numbers and the pandemic. The Climate Reality Project has warned of the “devastating” effects of the climate crisis on the agave crop, which suffers from extreme temperature changes such as heatwaves and affected rainfall patterns.

According to the association, losing the agave would increase pollution because the plant can extract and store the equivalent of 30 to 60 tons of carbon dioxide per hectare. “Mexico risks losing a high economic income: in 2019 alone, the industry generated more than 70,000 jobs,” it warns in an analysis.

Another challenge is to take care of the “appellation of origin” worldwide, for which the CRT has achieved protection in 55 countries in the world.

Just this month, the Council reported an agreement with Heineken that resolves legal disputes over using the word “tequila” in the Desperados beer made by the Dutch company.

“Unfortunately, the rules of the 20th century came perhaps too late for our beverages, they started in Europe, but today respect for tequila is worldwide,” considers Flores.

And although the tequila industry has strengthened, other traditional businesses such as cantinas, bars, and restaurants have lost customers due to the pandemic, so Flores asks to attend the Mutem with confidence.

“It is worth getting to know the country through its beverage, that is the panorama that we open,” he concludes.