Tequila is undergoing a transformation. Once the spirit of party shots and sickly sweet margaritas, tequila – and its smoky agave beverage cousin, mezcal – have matured with sophisticated, high-end styles and celebrity-led brands.
Tequila is now the top trending spirit for 62% of bartenders around the world, and over the past decade, the global tequila market has experienced tremendous growth, projected to reach $14.70 billion in 2028, according to Fortune Business Insights.
If you want to enjoy a piece of that growth, it’s time to invest in the agave experience.
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A story worth sharing
Today’s customers are craving a story with their cocktails, and agave spirits deliver with an amazing history and handmade heritage that will connect guests to their drink and capture the imagination. So let’s learn a little about these storied spirits:
Exclusively produced in Mexico, both mezcal and tequila are made from the slow-roasted cores, or piñas, of the agave plant. The resulting juice is fermented and distilled, then aged up to three years to develop its unique flavor.
When you sip a good tequila or mezcal, you can practically taste the pride and craftmanship that went into every ounce.
Historically baked in rock-lined pits, today agave is baked in brick or steel ovens. Still, the process has remained largely unchanged for hundreds of years, and since the 1970s the Mexican government has highly regulated the production and export of tequila and mezcal.
A spirit worth savoring
Like fine wine or whiskey, every brand of agave spirits has its own unique flavor profile, from tiny micro-distilleries to household names. The qualities of the soil, or terroir, the type of agave plant used, the method of distillation and the aging process come together to create a one-of-a-kind spirit.
Whether mixed into a classic cocktail, sampled in a tasting flight or slowly sipped on its own, there is no wrong way to drink agave spirits, which makes them incredibly accessible to a wide range of customers.
Open up the world of agave to your guests by offering a diverse selection of tequilas and mezcals of varying styles and price points.
You’ll impress your more seasoned drinkers with your assortment and introduce curious customers (and future agave fans) to the spirits.
Today’s tequila drinker is more adventurous than ever, interested in discovering new brands and inspired cocktails.
Along with whiskey and vodka, tequila and mezcal have been experiencing the premiumization effect – where customers are choosing to spend their money on better brands of alcohol.
In fact, a recent poll found that 64% of U.S. consumers ages 21-34 and 52% overall are willing to splurge on higher-quality drinks when they go out.
If you want to attract these kind of drinkers – and turn them into repeat customers – your presentations must meet or exceed their lofty expectations.
A glass worth serving
You already have a special tasting glass behind the bar for sipping whiskey, and you’ve got a whole range of wine glasses made specifically for red, white or sparkling varietals.
Each was crafted to develop the distinct aromas and flavors of the beverage within. Why wouldn’t you want to showcase high-end agave spirits the same way?
Traditionally, mezcal was often enjoyed in a bowl-like serving vessel made from the fruit of a crescentia tree. The jicara has a wide mouth that allows drinkers to fully appreciate the spirit’s bouquet. However, your guests may not find drinking from a gourd very elegant!
Inspired by this rich tradition and the rising popularity of agave spirits, Libbey has developed an agave-focused cocktail glass that honors the heritage and history of mezcal with the style a modern drinker will appreciate.
Libbey’s new “Jicara” agave cocktail glass replicates the low, wide shape of traditional tasting vessels in a strong angular design that is comfortable in the hand, perfect for swirling, sipping and savoring both mezcal and tequila. Larger than the original jicara, our version allows guests to enjoy their spirits on the rocks, in cocktails or neat.
Made in brilliant, durable glass, Jicara elevates the agave experience – and gives you major street cred.
With Jicara, you can redefine agave spirits, embrace the evolving tastes of your customers, and give guests an excuse to visit your establishment again and again.
Connect with a Libbey sales rep to learn more and to order a free sample – so you can experience Jicara for yourself visit Libbey’s website.
