Tequila producers out to raise profile of spirit

Mexico's tequila producers have embarked on a generic crusade to raise the spirit's profile in the UK.

The Consejo Regulador del Tequila (CRT) has launched the European Tequila Initiative, a scheme designed to increase knowledge and understanding of the tequila market in the UK.

Outside the style bar sector, tequila has struggled to shed its "salt and lemon" image and it is widely regarded solely as a down-in-one concept with few consumers aware of the drink's versatility or range of styles.

Francisco J Soltero, European Union representative of the CRT, said: "One of our key objectives is to provide information to the consumer and the trade on the facts about tequila and to dispel the myths that all tequila is the same or that tequila has a worm in it."

Carmen Villarreal, director of Tequila San Matias, one of Mexico's leading tequila stables, said: "I think it's very important for people in the UK to learn how to taste tequila and to differentiate authentic tequila from others.

"In the UK, tequila is dominated by big brands and it's difficult for smaller companies to make an impact until people change their perceptions of the drink.

"Tequila has more than 300 different aromas and quality tequila is a drink that should be consumed little by little rather than as a shot."

The CRT is also looking to address the issue of quality by pursuing protection of the Appellation of Origin throughout Europe.

Tequila, like cognac or champagne, is associated with a certain geographical region that boasts its own climate, cultural traditions and production techniques.

In 1974, the Mexican government declared that the production of all tequila must be confined to a small area in and around the North West state of Jalisco and the CRT is now stepping up its efforts to combat adulteration and rogue so-called tequilas by introducing an export certificate as well as a hologram that guarantees the authenticity of genuine tequila.

Tequila facts​

Tequila is divided into two categories.

• Tequila 100 per cent agave: This tequila must be made from 100 per cent agave sugars only
• Tequila: This is made from a minimum of 51 per cent agave sugars together with a maximum of 49 per cent other sugars.

There are four different types of tequila:

• Blanco (white or silver) tequila: "unaged" tequila bottled just after distillation
• Joven (gold) tequila: either unaged tequila to which permitted colouring and flavouring is added to soften the flavour and give it different characteristics or the result of blending white tequila with other aged or extra-aged tequilas
• Resposado (aged) tequila: aged for at least two months in oak barrels or casks. The tequila takes on colour and flavour from the wood
• Añejo (extra-aged) tequila: aged in barrels not larger than 600 litres for at least a year. The effect of the wood on the colour, taste and aroma is more pronounced.